Question 5

• Why is it necessary to clearly identify, before designing product and service offerings, customer needs, and what are some of the less obvious service aspects that might inform purchasing decisions? (180–200 words)

Question 6

• Being able to provide good customer service is not an innate skill. It requires that employees receive appropriate training and learn to understand their role/s with regard to customer service. This applies to those employees who are in direct contact with customers and those who have no direct contact with customers. Employees who have good customer service skills will generally encounter fewer complaints. Describe the ways in which employees can learn the skills needed to provide good customer service. (180–200 words)

Question 7

• What are the questions that all customers ask themselves (consciously or subconsciously) before they commit to a purchase and how is the presented product/ service bundle likely to affect a customer’s purchasing decision? (180–200 words)

Question 8

• In any organisation there are both internal and external customers. These are all part of the customer–supplier chain. For the customer/ end-user to receive quality products/ services it is necessary that all aspects of the customer–supply chain meet specific quality objectives. Who actually sets these quality standards and how are they set? (180–200 words)

Question 9

• How can an organisation encourage suppliers—both internal and external—to participate in actively ensuring quality standards are maintained so that fewer customer complaints are likely? (80–200 words)

Question 10

• How can you collect customer feedback about customer service levels, their satisfaction with products and services and any complaints they might have? (180–200 words)