For my contrasting business I want to compare Apple with Tesco as it approaches customer service in a different way, and overall it’s a different business. Tesco puts excellent customer service as their top priority for their business. Any complaints and queries are taken to general enquires department, and then it is routed to relevant departments. Since they are in such a competitive market they must monitor regularly and act fast on anything which needs improving. Tesco’s is such a big company it will be hard to monitor the customer service in all the stores, but an easy and efficient way of doing this is to use mystery shoppers. This is basically when a researcher is paid to act as a normal customer and just shop around the store, looking for any improvements and commenting on what is good. The employers working at the store do not know who the mystery shopper is so results will be accurate.
This type of monitoring happens in all stores, which makes it a good way to get detailed feedback on how the customer service is, how good the staffs are, how promptly they are dealt with, knowledge and skills of staffs, quality of the store, and many more. This allows Tesco to know exactly where the problem is and mend any issues effectively.
In addition to this, Tesco customers are given an opportunity to voice their opinion about store performance and its customer service skills, via surveys. This kind of data takes long to collect and process but since it comes directly from customers it is more helpful to monitor Tesco’s customer service.
Both the businesses have I chose have understood their customers power in their business and willing to work alongside in order to gain success. Although the methods slightly vary between these two businesses, their intentions don’t vary. They both do surveys to gain insights but Apple, being a tech company, does it via online and Tesco does it through posts and in stores.