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Customer Service
Unit four: Understand customers (F/506/2131)
Unit 4 Assessment
Assessment
You should use this file to complete your Assessment
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vision2learn
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Please note that this Assessment document has 10 pages and is made up of 2 parts
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Learning objective

Place in Assessment

1
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2 Explain how cultural factors can affect customers’
expectations

Question 2 Page 2

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4 Explain how to identify dissatisfied customers

Question 4 Page 4

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Think about an
organisation you know quite well and use it to give examples to help define your answer
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[1
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For example people from next door of the restaurant are use to have their lunch in that
restaurant but most of them are working for the restaurant management we can call that
internal customers and the tourist,the people who is living in the area and eats at that
restaurant we can call them external
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All rights reserved
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Explain how factors relating to culture, such as media, traditions, language, behaviours,
moral values and beliefs, can affect a customer’s expectation of an organisation
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[1
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-What has happened to there in other customer experience
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Muslims, orthodox, Jews and Japanese
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Smiling
is understood as a widespread positive gesture, the exception is when using formally
introduced in Asian cultures, as it is associated with informal occasion and could be seen
disrespectful
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To be one hundred percent sure are should ask the individual now
they wish to be addressed when talking on the phone
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Similarly whispering can be used in
western cultures when discussing sensitive subjects,however in African cultures whispering
is considered rude and disrespectful and conversations should be conducted at volume
where everyone in the room can hear
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Name three types of challenging customer
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Don’t forget that some customer types
may possess the same characteristics as others! [1
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-Characteristic 2 description -loud, rude or disrespectful
language
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Customer type 2

-Characteristic 1 description-fidgeting
-Characteristic 2 description -may become rude
-Characteristic 3 description -may show physical signs of
impatience argumentative customers

Customer type 3

-Characteristic 1 description -abrupt and confrontational
-Characteristic 2 description – may be rude or loud
-Characteristic 3 description – nay not listen to logical
argument

©Creating Careers Ltd 2015
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Customer Service
Unit four: Understand customers (F/506/2131)
4
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[1
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Communication between service providers and customers shows interest
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If a
customers has been complaining about problems but then stops even though the issue has
not been fixed, this is also a bad sign
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Communication shows interest and value lack of communication
shows disinterest
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Imagine two shops next
to each other they sell the same product at the same price
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Why might be this? If customers have stopped visiting your store or
using your organisation this may be a sign that you are providing an unsatisfactory service
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-Negative reviews or feedback, If you receive negative feedback this is a simple straight
forward way to understand that your customer is dissatisfied and why
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It can be used to improve services
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Now that you have completed part 1 of your Assessment, remember to save the work
you have done so far – you will need to send your work to your tutor for marking once
you have completed both parts of this Assessment
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All rights reserved
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Learning objective

Place in Assessment

2
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2 Explain the relationship between customer satisfaction and
organisational performance
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3 Explain how the reputation and image of an organisation
affects customers’ perceptions of its products and/or services

Question 3 Page 8

2
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5 Describe different methods of attracting customers and
retaining their loyalty

Question 5 Page 11

1
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Think of types of service offer you have seen or experienced and give at least three
examples to support your answer
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1]
Because is a great way it satisfy customers, simply meeting customer expectations is often
enough to encourage loyalty
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- Establishment trust
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- Provides an enjoyable experience
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Explain the relationship between levels of customer satisfaction and how well an
organisation performs, using at least three examples
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2]
Because they so focused on satisfying their customers wants and needs and providing an
excellent customer service experience
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However, if a customer is really wowed by an
organisations customers service there a chance that they may become a dedicated
advocate of the organisation
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- Reduces negative word of mouth: customers who have a negative experience are far
more
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©Creating Careers Ltd 2015
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Customer Service
Unit four: Understand customers (F/506/2131)
3
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Complete the table below to explain how the reputation and image of an organisation
affects customers’ perceptions of the product or service on offer
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[2
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Customers can be willing to pay higher prices if they
know they are going to receive good services
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Disinterested overworked of just plain rude staff can cause customers
to perceived an organisations products and services in a negative light
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Often, customers will be willing to pay more
for goods and services that have only just came to market
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1 quality or items and /or packaging
2 condition of items and/ or packaging
3 whether price matches quality

©Creating Careers Ltd 2015
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7

Customer Service
Unit four: Understand customers (F/506/2131)
4
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Then explain the potential consequences of the customer’s
dissatisfaction with the product they have bought or service they have received
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She is assured by a new recruit for the
events team at the library that the room has been booked for 2pm on Thursday
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She pays a small deposit to secure
the room
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The festival
is to be held in two weekends’ time and the meeting will ensure final arrangements are
agreed
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She
is informed that the room is in use and that no free meeting rooms are available
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Priti refuses this option, saying that the
group need to discuss things in a quiet place in order to get things sorted
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Priti demands a refund for her
deposit
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Explain the potential consequences of the customer’s dissatisfaction
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4]
The consequences will be:
-Falling sales: Because the bad experience of the customers like priti who arranged an
appointment at the local library for a local food festival and they did not accomplished
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-Complaints: Even they offer her another alternative and apologise, but Priti was unhappy,
so Priti demands a refund for her deposit and also she wants a complaint ans sees the
events manager to complain in person
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©Creating Careers Ltd 2015
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8

Customer Service
Unit four: Understand customers (F/506/2131)
5
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Describe how each of the following methods can attract customers and retain
them
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5]
Method
Loyalty card
scheme

Description
Loyalty programs, discounts and rewards can be an excellent way to ensure
that customers keep coming back to an organisation
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Buy one get
one free
offers

Limited time offers and promotions can attract customers who wouldn't
normally use that particular organisation
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Referral
schemes

Have you ever been asked to provide contact information to an organisation
in order to receive a reward on certain benefits? Or have you been given a
code or link to send to your friends so that they may sign up and you both
receive a discount? Referral schemes help to both reward loyal customers
and attract new customers at the same time
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Log in to the
platform and send your Assessment to your tutor via your My Study page for marking
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