Good customer services — AQA GCSE Study Guide
Exam Board: AQA | Level: GCSE
This study guide covers the critical role of customer service in business success. It explains the methods used, the financial and reputational impacts of good versus poor service, and how ICT has revolutionised customer interactions.
Overview
Customer service is the experience a business provides for its customers before, during, and after a purchase. In GCSE Business, examiners expect you to understand that customer service is not just about 'being nice'—it is a strategic function that directly impacts a business's reputation, revenue, and profitability. You must be able to identify specific methods of delivering good service, explain the consequences of both good and poor service, and analyse how Information and Communication Technology (ICT) has transformed the way businesses interact with their customers.
Methods of Good Customer Service
Product Knowledge
What it is: Staff having a deep understanding of the products or services they are selling.
Why it matters: It allows staff to provide accurate advice, helping customers make informed decisions. This builds trust and increases the likelihood of a sale. For example, an Apple Store employee advising a customer on which iPad best suits their needs.
Customer Engagement
What it is: The way staff interact with customers—being polite, approachable, and responsive.
Why it matters
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