A good example of when and how to use this is in Palm Court Restaurant in Brighton Pier. Workers need to be prepared to offer the best option for individually each customer; for this there are a few things they have to do or know like: be familiar with the menu ( in terms of show be able to explain a question that a customer may have) and be aware of main allergies people might have and tell them what they can or not have. This makes the workers an easier and better way to communicate with their customers and understanding their wants with open questions like " What is your go to when eating out ? " or close questions like " Do you have any allergies?".

To show this I'm going to be using Brighton Pier rides as an example.

If Brighton Pier listens to online customers opinions , they can see what things are liked the most and what things they may need to change due to high demands of complaints. For example if a lot of people say that the waiting time is very long, Brighton Pier needs to try to find a solution to organise the rides in a way that people may not need to wait as long as before.

If they change this, people are going to feel listen and probably leave a good review; but if the Pier rides don't make any change, customers will leave the place unhappy, continue to give bad reviews and therefore will be not coming back.

This can be used in the Amusement Area in Brighton Pier, to see if any machine doesn't work right, if people would like this area to have a machine that is not there at the moment...

This is very useful to keep customers happy and make the place have a good appearance, as if I for example like the experience in Brighton Pier, I will probably leave a good review and recommend the place to people that I know.

To show how this can impact a business I will be using Brighton Pier as an example.

People expect: fun rides and attractions, considerable prices and some of them good food to enjoy while they are there.

If Brighton Pier can achieve this; customers will recommend this place to friends and family, they will leave happy and might give a good review and therefore will be coming back.

On the other hand if Brighton Pier has high prices and the rides and attractions are not fun or scary when they should be, customers will be disappointed and this will lead to leaving bad reviews, tell people not to come and their bad experience and even post it to social media and also might ask for a refund.

In conclusion if a business ensures that they accomplish customer needs they will have a good reputation and their sales will increase, but if they don't accomplish it their sales will go down and might have to close the business.

Some of the positives are : customer satisfaction, customer loyalty, customer retention...

For example, if a customer has never been to Brighton Pier before, but knows what type of attractions they like and asks a member of staff; customer expectation is the worker to help them and recommend what attraction they would like.

If this happens, the customer is going to enjoy their day in Brighton Pier and staying loyal to the business by not going to competitors.

Some of the negatives are: decreased customer retention, reputation damage, reduce of sales...

For example, if a customer buys a wristband for the day in Brighton Pier and that day most of the attractions are out of service and they ask for a refund but the workers don't seem to care and have a bad attitude; the customer will leave unhappy and share their bad experience with others and may lead to reputation damage to the business.

1.2 MERIT ACHIEVED

This will impact on the business in good different ways like:

Repeat business- If a customer likes a business because of how they treated them, they may come back as they know they will leave happy with their purchase.

Competitive advantage- If there are near businesses to yours with similar products and prices; you have to stand out with something that is going to make customers go to your business other than to your competitors. In this case it can be having a good relationship with customers and make them feel heard.

Remembering customer names and chatting to regular customers- This creates a connection with customers and makes them feel confident when talking to you.

An example in Brighton Pier could be: Remembering a regular customer favourite's attractions and their name and asking something like ' Hey Dan, how are you been?it's nice to see you here again '. This will create the connection that I was talking about before and will make the worker know more about the customer.

Responding to individual customer needs- This shows the customer that you actually care about what they are telling you and make them feel understood and heard.

An example: If a customer goes to Brighton Pier and doesn't know anything about the attractions and ask which ones are the most popular or best ones, and the worker is able to give a good answer; the customer will leave satisfied and therefore will recommend the place. This will give the business a good brand reputation.

Using a Loyalty card system- This is a good option that might increase customer retention. It's going to attract them to come more often to your business because they know this will get discounts, free products or services.

An example: If Brighton Pier has a Loyalty card that give costumers a free ride when they buy ten, this will maybe make a customer want to buy twenty rides, so they can get two free.

As a result this will make the sales increase and customer repeating the business.

This will make:

Long- term customer relationships: By communicating often with them and passing their expectations, which will also generate trust between business and customers.

An example: If Brighton Pier communicates with their customers before, when they are there and after they leave. This will make the customer want to come back, as they will feel listened and understood.

Reduced customer churn- When a business clearly explains what a product can and can’t do, customers are less likely to think that you didn't tell the full truth about a product or service.

An example in Brighton Pier: If the workers are honest with the attractions to the customers when they ask about their preferences. Customers will leave satisfied with the attractions the workers recommended to them. This will make customers more likely to stick with the brand and less people will leave and not come back.

Enhanced brand reputation- When a business keeps customers happy with good service and communication, people are more likely to return and tell others about it.

An example in Brighton Pier: If customers are leaving happy and enjoying their day in Brighton Pier without any complain, they will comeback and tell people like their family and friends to come, even post it to social media so it will reach to more people.

1.3 MERIT ACHIEVED

Be transparent- This means being honest about all the processes that a business may have due to any inconvenience.

An example in Brighton Pier: If one day, most of the attractions are not working for any reason; the person that is on charge could warn the customers before Brighton Pier opens (that same day), so the customers can decide if they still want to go or not.

Communication- This means being able to talk to the customers and meet their needs by asking them questions to know what they are looking for.

An example in Brighton Pier: If a customer is spending the day in Brighton Pier and wants to have some food at Palm Court restaurant, but are not sure about what type of food they have. A worker in this restaurant should be able to explain their menu to the customer so the customer can see if they want to stay or not.

Listening to the feedback- This means being constantly active when customers leave a feedback to make sure what their opinions are and if there is something that needs to be changed.

An example in Brighton Pier: If in two weeks people are being continuously complaining about the waiting time, Brighton Pier should find a solution to make the waiting time go down and maybe put someone with signs in every attraction to let the customers know how much time they will have to wait.