Grade 12 Study Guides T. Holomisa, E. M. J. C schaller, D. J. Brown, B. de Klerk

Topic 5 Communication and customer care

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Gr12-Tourism-Study-Guide LR

Topic 5 Communication and customer care
Overview
In this topic you will learn about
• The concept of customer feedback
• The purpose of obtaining customer feedback
• Methods to obtain customer feedback including surveys, questionnaires, feedback cads, followup calls, SMS messages and web-based responses
• How to analyse feedback including studying and capturing feedback, identifying common complaints , deciding on an action and starting the intervention process
• The impact of the service delivered on an organisation and its profitability.

Unit 1 Methods to obtain customer feedback and measure customer
satisfaction

1. Concept Customer feedback

Customer feedback is information coming directly from customers about the satisfaction or dissatisfaction they feel with a product or a service. Customer comments and complaints given to a company are an important resource for improving and addressing the needs and wants of the customer. The information is procured through written or oral surveys, online forms, emails, letters, or phone calls from the customer to the company.

Methods of obtaining customer feedback and measuring customer
feedback
• Concept Customer feedback
• Purpose of obtaining customer feedback
• Methods to obtain customer feedback
• Analysing customer feedback
• The impact of service delivery on an organisation’s business profitability

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2. Purpose of obtaining customer feedback
The top four reasons forgetting customer feedback are
• Innovation
• External performance feedback
• Retaining customers
• Advance warning in customer trends.
3. Methods to obtain customer feedback
There area number of methods available for companies to use to do this, such as
• Surveys
• Questionnaires
• Feedback cards
• Followup calls
•
SMS messages on cellphones
Web-based responses.

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