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8000-255 Assignment Example

  • April 16, 2023
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  • Category: ILM Level 2
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8000-255 Assignment Example

This report critically examines the principles and practices of customer care within the context of Meridian Health & Wellness Ltd, a mid-sized health and wellness provider operating six centres across the South East of England. Meridian serves approximately 15,000 active members and employs over 200 staff across roles including fitness instructors, therapists, reception teams, and management. In an industry where customer experience is the primary differentiator between competitors, the quality of customer care directly determines member retention, referral rates, and organisational sustainability. This submission addresses the foundational principles of customer care, the strategies required to meet diverse customer needs, and the mechanisms through which customer feedback can be collected, interpreted, and leveraged to drive continuous improvement. Throughout, the analysis is grounded in contemporary service management theory and applied to real workplace scenarios within my area of responsibility as Centre Manager at Meridian’s flagship location.

Section 1: Understand Customer Care and the Benefits of Good Customer Care

AC 1.1 List basic principles associated with good customer care 

Good customer care is underpinned by a set of core principles that, when consistently applied, create positive customer experiences and build lasting loyalty. Drawing upon the work of Zeithaml, Bitner and Gremler (2024) and the Institute of Customer Service (2023), the following principles are foundational to effective customer care practice.

Active Listening and Empathy

The ability to listen attentively to customers and demonstrate genuine empathy for their concerns is the cornerstone of effective customer care. Active listening involves giving the customer undivided attention, acknowledging their feelings, and confirming understanding before offering solutions. Goleman and Boyatzis (2023) emphasise that emotional intelligence—particularly empathy—is the single most important competency for professionals in customer-facing roles, as it enables them to connect with customers on a human level and build trust. At Meridian, front-of-house staff are trained to practise active listening techniques in every interaction, ensuring that members feel heard and valued from the moment they enter the centre.

Timeliness and Responsiveness

Customers expect their enquiries, requests, and complaints to be addressed promptly. Research by Salesforce (2023) found that 83% of customers expect to interact with someone immediately when they contact a company, and that slow response times are the single most common cause of customer dissatisfaction. At Meridian, our service standard requires all telephone enquiries to be answered within three rings, email enquiries to receive an acknowledgement within two hours, and formal complaints to receive a substantive response within 48 hours. These standards reflect the principle that responsiveness is not merely a convenience but a demonstration of respect for the customer’s time and needs.

Consistency and Reliability

Customers value consistency—they expect to receive the same quality of service regardless of when they visit, which member of staff they interact with, or which communication channel they use (Parasuraman, Berry and Zeithaml, as discussed in Wirtz and Lovelock, 2022). At Meridian, we achieve consistency through standardised operating procedures, comprehensive staff training, and regular service quality audits across all six centres.

Honesty, Transparency, and Accountability

Good customer care requires honest communication, even when the message is not what the customer wants to hear. This includes being transparent about product or service limitations, acknowledging mistakes promptly, and taking accountability for resolving issues. The Institute of Customer Service (2023) identifies trust as the single most important factor in customer loyalty, and trust is built through consistent honesty and transparency.

Personalisation and Individual Recognition

Customers increasingly expect personalised experiences that recognise their individual preferences, history, and needs (McKinsey & Company, 2023). At Meridian, our customer relationship management (CRM) system records member preferences, attendance patterns, and interaction history, enabling staff to personalise interactions—for example, greeting a member by name, remembering their preferred class times, or proactively suggesting services aligned with their wellness goals.

Courtesy, Professionalism, and Positive Attitude

The manner in which customers are treated—including tone of voice, body language, and the use of polite and respectful language—is fundamental to the customer experience. Customers who feel they have been treated with courtesy and professionalism are significantly more likely to return and to recommend the organisation to others, even if the service outcome was not entirely positive (Grainer et al., 2022). At Meridian, courtesy and professionalism are embedded in our core values and reinforced through regular training and observation.

AC 1.2 Outline a company’s customer care policy  Meridian Health & Wellness operates a comprehensive Customer Care Policy that provides a structured framework for delivering consistently high standards of service across all centres and touchpoints. The policy is reviewed annually and is accessible to all staff via the company intranet. The key components of the policy are outlined below. Vision and Values Alignment The policy opens with a clear statement linking customer care to Meridian’s organisational mission: “To enhance the health and wellbeing of every individual we serve, through exceptional service, personalised care, and a welcoming environment.” This alignment ensures that customer care is not an isolated function but an integral expression of the organisation’s purpose and values (Wirtz and Lovelock, 2022). Service Standards and Response Times The policy establishes specific, measurable service standards that apply across all customer touchpoints. These include greeting members within 30 seconds of arrival, answering telephone calls within three rings, responding to emails within two working hours, resolving complaints within 48 hours, and conducting quarterly satisfaction surveys. These standards are consistent with the SMART framework—specific, measurable, achievable, relevant, and time-bound—ensuring that they are both ambitious and realistic (Johnston, Clark and Shulver, 2024). Complaint Handling Procedures The po...

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