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If an organisation fails to meet customer needs, the impact can be severe for both the organisation and the customer.

For the organisation, it may lead to losing customers, damaging its reputation, and reducing profits.

For the customer, they might share their negative experiences with others, affecting potential customers that could lead them to shop elsewhere and possibly switch to a competitor.

This creates a loss for both sides: the organisation loses customers while customers lose satisfaction.

At Brighton Palace Pier, if the rides aren’t properly maintained, the visitors may feel unsafe and avoid using them and this would affect the pier’s reputation so they need to ensure the rides are properly maintained to prevent that from happening. Or if food stalls run out of popular items or staff are unhelpful, the visitors would feel disappointed and share their negative experiences with others, preventing others from visiting.

However, if Brighton Pier consistently meets customer needs such as keeping rides well-maintained and providing excellent customer service, the visitors will have a positive experience. This can increase repeat visits and positive reviews for the pier.

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What methods can be used to identify the customers' needs and expectations?

Verbally Questioning - Figure what they exactly want from the item by using open and closed questions

Social Media Listening - To understand customers better from their needs and expectations by checking the comments

Customer Survey - Sharing surveys to the buyers to check how they feel about the item they brought and to see if it reaches their expectations?

In real life examples:

At Brighton Pier, the arcade should use the customer surveys to see if these people do enjoy the prizes while having fun, such as "Is your experience at the arcade enjoyable?", "Would you like to come back again?" or "Would you likely recommend this to other people you know?".

And for the food stalls, they should use social media listening by monitoring the Instagram comments to see any feedback like they praised the food/business and any unsolved problems related to their business.

Also for the restaurants, the waiters should be verbally questioning the customers to see what type of dishes they will like to recommend, such as "Do you have food allergy?", "Are you in mood for meat, fish or pasta?" or "Would you like to try our signature dish?".

Using these methods will effectively help each business to better understand their customers in order to ensure they have a wholesome and smooth experience without any issues.

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1.1 Well done Aklima you have described in detail different methods that can be used to identify customer needs and expectations. You have provided some good examples to support your observations. Good work.

1.1 MERIT ACHIEVED

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There are several ways to build positive working relationships with customers like remembering their names to engage in the conversation, responding to their needs and offering loyalty cards.

For example, at Tesco, communicating effectively with customers helps them feel valued by increasing their loyalty. And it's important to ensure customers get what they need without feeling taken advantage of, such as offering a suitable phone rather than an expensive phone. Also, offering free loyalty cards like Nectar that provides discounts which encourages customers to return and save money.

Brighton Pier examples:

Positive relationships can be built by engaging visitors with friendly conversation such as staff welcoming families and answering questions about the rides or attractions. For example, responding to their needs like providing clear directions or helping with lost items which shows care and builds trust between the pier and customer. Also, they can encourage repeat the visits by offering loyalty programs such as discounts for those are frequent visitors or give package deals for rides and arcade games that could create a memorable experience.

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Good work Aklima, you have explained how these three methods can be used to build positive relationships with customers.

IP: Merit is well within your reach and you could have achieved this by providing more specific examples to support your comments and linking these to Brighton Pier. Please try to do this in your future work by keeping an eye on the grading descriptors.

1.3 PASS ACHIEVED

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3 reasons why it is important to manage customer expectations with examples:

1. Trust Building – Being honest with customers helps them feel appreciated and ensures they are not given false expectations. For example, staff at Brighton Pier could clearly explain the game rules at the arcade to make sure the customers know what to expect, that builds the trust between them.

2. Customer Satisfaction – Providing customers with what they need and meeting/exceeding their expectations ensures they return, feeling satisfied with their experience. At Brighton Pier, this could mean ensuring the food stalls offer fresh and high-quality options that visitors would enjoy.

3. Positive Reputation – Consistently meeting or exceeding customer satisfaction leads to good reviews and builds a positive reputation that attracts more customers. At Brighton Pier, they could create a welcoming atmosphere by hosting the fun events or giving great customer service to attract more visitors.

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3 methods to manage customer expectations with examples:

Face to Face – Communicating with customers in person to address issues honestly. For example, at Brighton Pier, staff can inform visitors about ride delays or maintenance, ensuring they are aware of any disruptions without confusion

Emails – Sending an email to update customers about important information. For instance, Brighton Pier could email visitors about upcoming events or changes in opening hours to keep them informed

Announcement – Announcing issues to keep customers informed, such as using signboards or loudspeakers. At Brighton Pier, signs can be placed at the entrance to notify visitors about ride closures or schedule changes to prevent disappointment

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This is good Aklima, you have explained why it is important to manage customer expectations and the benefits or opportunities that could arise from doing so.

IP: Although you have made reference to Brighton Pier with your examples, you would need to provide a more detailed explanation to achieve Distinction. For example you've talked about creating a welcoming atmosphere by hosting fun events. Adding information such as what the fun events are and how that would make the Pier more welcoming would elevate your work further.

1.4 MERIT ACHIEVED

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You've put some good work here Aklima and it is clear to see what some of the negative impacts might be on customers and businesses. Please add some further information which covers what some of the positive impacts might be.

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MERIT ACHIEVED

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MERIT ACHIEVED