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It is important to understand the needs and expectations of customers for the delivery of products or services that will ring in the minds of consumers. Conduct market research using tools such as surveys, questionnaires, and interviews.

Ask open ended questions to learn what customers value and what pains they encounter. For example, "What problems do you want to solve?" or "What features will make your experience better?" may indicate their needs.

Of equal importance is the analysis of customer behaviour: check sales data, website analytics, or usage patterns to identify which product or feature attracts most interest. For instance, if some products always receive more clicks, it could be because of higher interest or needs in customers.

Social media and customer service interactions offer real-time feedback through listening to customers. Pay particular attention to recurring complaints, suggestions, or compliments, reflecting unmet needs or exceeded expectations.

Monitor market trends and competitor offerings to understand broader industry shifts and benchmark customer expectations.

Finally, Surveys collect first-hand information from customers, giving insight into the needs and expectations of the latter. For example asking certain questions such as " do you enjoy this product/service" or "did we provide good customer service" will help the organisation to understand what they are doing well. They complement social media listening and verbal inquiries with measurable, structured data. The approach helps an organisation to proactively meet customer preferences. In the end, surveys improve satisfaction, loyalty, and decision-making.

When put together, will give you a clear picture of the needs and expectations of your customers to whom you can shape your offerings. Continuous feedback loops and observation will keep you in step with the evolving customer preferences.

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You have successfully described how social media listening and verbally asking questions can help to identify customer needs and expectations. You haven't written about how surveys can also do this. Please add to your work, click on update and then let me know when done.

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It is very important to always ensure you meet customer needs because if you don't that could impact your company negatively.

Brighton Pier for example ensures a great and memorable experience by the fulfilment of all customers needs. Excellent customer service, plenty of things to do, and the quality attractions meet the expectations of visitors, which means customers' satisfaction will increase, leading to more frequent visits since they feel valued and appreciated. Meeting customer needs also leads to positive word of mouth as visitors share experiences with friends and relatives.

A consistent satisfaction of customer expectations for the organisation builds a good reputation; this reputation then attracts more and more visitors for the pier, increasing visits. Increased numbers of people lead to revenue generated in ticket sales, food, and other accessories. More satisfied customers translate to increased recommendations to other potential customers, which increases the number of its customers. These will, in the future, result in loyalty, repeat business, and long-term success for the Pier.

Unsatisfying a customer at Brighton Pier leads can lead to complaints and bad reviews that dent the reputation of the pier. A disappointed visitor is unlikely to revisit, which equals poor customer retention. People may spread negative publicity through word of mouth and encourage other people into not visiting the pier.

This means less attraction for the organisation and reduced income from ticket sales and rides etc. Over time, customer loyalty weakens, and it becomes increasingly difficult to compete with other attractions. Ultimately, failure to meet customer needs will hurt the long-term viability of the pier.

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1.1 Well done Dylan you have described different methods that can be used to identify customer needs and expectations.  You have used some examples to support your work.

IP: Keep an eye on what you need to do to achieve the higher grades. Your examples could have been more detailed and related to Brighton Pier as per the brief.

1.1 Pass Achieved

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1.2 Well done Dylan you have described in detail why it is important to meet customer needs and expectations, giving examples that are linked to Brighton Pier.

1.2 MERIT ACHIEVED

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Meeting the needs of the customer involves some knowledge of what the customer wants. Quality, individualism, and solutions are examples. Customer expectations would then be friendly service and efficiency. Brighton Pier will engage the visitor through proactive, personalised service.

Remembering the names of the customers and chatting with regulars, friendly service greets a person frequenting an ice cream shop by name to make him feel valued. Response to individual needs, such as offering special seafood for a person with certain food limitations, shows one cares and is trustworthy. A Loyalty card system is also a good idea because, possibly earning rewards for arcade games after so many purchases makes them want to come back again and again and creates a strong bond.

These methods create memorable experiences, enhancing customer satisfaction, encouraging amazing reviews and word of mouth.

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Good work Dylan. You have done a good job at clearly explaining each of the methods used to build customer relationships and also successfully linked these to Brighton Pier.

1.3 PASS ACHIEVED

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Establishing expectations among customers allows for the measurement of satisfaction, loyalty, and trust. Adequate setting of customers expectations ensures that customers receive what they expect, thereby minimising frustration and miscommunication.

First, perception creates trust and credibility: when a company keeps its word, e.g., delivers on time, customers deem it reliable and professional. Next, they reduce complaints: transparency around timelines or limitations of products prevents disappointment and therefore minimises negative words of mouth and protects a business's reputation. Last but not least, they create loyalty: when a company meets or exceeds expectations, customers return, recommend it, and forge mutually rewarding relationships.

Accompanying benefits from these include improved customer satisfaction, improved branding, and opportunities to upsell to already happy customers. This will also mean smooth running with little resistance and an enhancement in general service delivery. Managing expectations means the experience must be positive, and it forms long term sustainability for any business.

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Clear communication is vital for Brighton Pier. It means managing the expectation of customers through effective communication. Customers would need to have appropriate information on the services, prices, and schedules well in advance of visiting. Brighton Pier should also ensure that all information displayed from its website, social media, and physical signage is updated consistently, highlighting hours opened, ticket prices, and other things such as maintenance or closed rides. Brighton Pier should always be Giving customers notice about any delays or problems that will make it easier for them to plan their visit. Also, reminding them of events or promotions helps them to be aware of what's happening. With expectations clearly set, the customer is not disappointed; hence, building a sense of trust and satisfaction with more loyalty and repeat visits.

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PASS ACHIEVED

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MERIT ACHIEVED