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and continuing to support them after the sale."},{"text":"Market research, advertising and personal selling.","correct":false,"explanation":"These are methods of promotion and market activity, not the three methods of good customer service. The correct methods are product knowledge, customer engagement and post-sales service."},{"text":"Low prices, wide product ranges and high sales targets.","correct":false,"explanation":"These features may influence sales but do not describe customer service methods. Good customer service uses product knowledge, customer engagement and post-sales service."},{"text":"Stock control, visual merchandising and cash handling.","correct":false,"explanation":"These are operational activities in a shop rather than methods of serving customers well. The required methods are product knowledge, customer engagement and post-sales service."}]},{"id":"1020954a-8246-4763-81a8-929dc2c81933","cardType":"basic","points":2,"front":"How does customer service support a customer throughout a sale?","back":"It gives help, advice and support before, during and after a sale.","mcqOptions":[{"text":"It gives help, advice and support before, during and after a sale.","correct":true,"explanation":"Customer service supports the whole buying process by providing help and advice before purchase, assistance during the sale, and continued support afterwards."},{"text":"It gives help, advice and support only during a sale.","correct":false,"explanation":"Limiting support to the transaction ignores important advice before purchase and assistance after purchase. Good customer service provides help, advice and support before, during and after a sale."},{"text":"It gives help, advice and support before and during a sale.","correct":false,"explanation":"This misses post-sales support, which can include delivery, repairs or returns. Customer service should provide help, advice and support before, during and after a sale."},{"text":"It gives help, advice and support during and after a sale.","correct":false,"explanation":"This leaves out advice before the customer buys, when product information may be most important. The complete support period is before, during and after a sale."}]},{"id":"22bae9b3-31f8-4edf-b18c-ed3773414245","cardType":"basic","points":2,"front":"How does product knowledge help staff recommend the right product?","back":"Staff ask about the customer's needs and match them to a suitable model.","mcqOptions":[{"text":"Staff ask about the customer's needs and match them to a suitable model.","correct":true,"explanation":"Asking about needs allows staff to identify the features the customer requires and recommend a model that fits those requirements."},{"text":"Staff ask about the customer's needs and match them to the most expensive model.","correct":false,"explanation":"Choosing the most expensive model does not necessarily meet the customer's needs and may damage trust. Staff should match those needs to a suitable model."},{"text":"Staff ask about the customer's needs and match them to the newest model.","correct":false,"explanation":"The newest product may contain unnecessary features or exceed the customer's budget. Product knowledge means matching the customer's needs to a suitable model."},{"text":"Staff ask about the customer's needs and match them to the model with the highest profit.","correct":false,"explanation":"Prioritising profit can lead to an unsuitable recommendation and poor service. Staff should use the customer's needs to select a suitable model."}]},{"id":"9dc0b4b0-d4be-4298-b0a3-f2e0f2ce5c57","cardType":"basic","points":2,"front":"Why can strong product knowledge reduce returns?","back":"The customer buys the right item first time, causing fewer returns and complaints.","mcqOptions":[{"text":"The customer buys the right item first time, causing fewer returns and complaints.","correct":true,"explanation":"Strong product knowledge helps staff recommend an appropriate item, so customers are less likely to discover that it is unsuitable and return it or complain."},{"text":"The customer buys the cheapest item first time, causing fewer returns and complaints.","correct":false,"explanation":"The cheapest item may not meet the customer's needs, making a return more likely. Product knowledge reduces returns by helping the customer choose the right item first time."},{"text":"The customer buys the most popular item first time, causing fewer returns and complaints.","correct":false,"explanation":"Popularity does not guarantee that an item suits an individual customer. The relevant benefit of product knowledge is helping the customer buy the right item first time."},{"text":"The customer buys the latest item first time, causing fewer returns and complaints.","correct":false,"explanation":"A newer item may still be unsuitable or too complex for the customer. Accurate recommendations reduce returns when the customer buys the right item first time."}]},{"id":"3a7d467f-3a2d-4514-9d00-e87042a6817b","cardType":"basic","points":3,"front":"What are three examples of customer engagement in a shop?","back":"

Greeting customers and being available
Listening and asking questions
Keeping queues short and the shop clean

","mcqOptions":[{"text":"

Greeting customers and being available
Listening and asking questions
Keeping queues short and the shop clean

","correct":true,"explanation":"These examples show active engagement: welcoming customers, understanding their needs through listening and questions, and maintaining a convenient, pleasant shopping environment."},{"text":"

Ignoring customers until they ask for help
Speaking and avoiding questions
Making queues longer and limiting shop cleaning

","correct":false,"explanation":"Ignoring customers and creating inconvenient queues are the opposite of engagement. Good engagement involves greeting customers, listening and asking questions, keeping queues short and keeping the shop clean."},{"text":"

Greeting customers and directing them away
Listening without responding
Keeping queues short and reducing product choice

","correct":false,"explanation":"A greeting without useful assistance and listening without responding do not properly engage customers. The examples should include availability, questions, short queues and a clean shop."},{"text":"

Advertising products and being unavailable
Listening only to complaints
Keeping queues long and the shop clean

","correct":false,"explanation":"Advertising is not a substitute for direct customer engagement, and long queues undermine service even if the shop is clean. Engagement includes greeting, availability, listening and questions."}]},{"id":"f13b03aa-15ab-4f3d-b5d4-1ac9bc9b0e36","cardType":"basic","points":2,"front":"How should staff handle a complaint well?","back":"Listening without arguing, apologising and settling the complaint immediately.","mcqOptions":[{"text":"Listening without arguing, apologising and settling the complaint immediately.","correct":true,"explanation":"A good response listens calmly, acknowledges the customer's concern with an apology, and resolves the issue promptly where possible rather than escalating the disagreement."},{"text":"Listening without arguing, apologising and delaying the complaint indefinitely.","correct":false,"explanation":"An unresolved complaint is likely to increase frustration and damage the relationship. Staff should listen without arguing, apologise and settle the complaint immediately."},{"text":"Listening without arguing, apologising and blaming the customer immediately.","correct":false,"explanation":"Blaming the customer can make the disagreement worse and shows poor service. Staff should remain calm, apologise and settle the complaint immediately."},{"text":"Listening without arguing, apologising and refusing to discuss the complaint.","correct":false,"explanation":"Refusing to discuss the issue prevents a solution and can intensify dissatisfaction. Effective handling requires listening, apologising and settling the complaint immediately."}]},{"id":"8f409227-8b56-49ca-a5a1-52c08fca6d78","cardType":"basic","points":3,"front":"What does post-sales service include?","back":"Support given after purchase, such as delivery, installation, training, help lines, servicing, warranties, repairs and returns.","mcqOptions":[{"text":"Support given after purchase, such as delivery, installation, training, help lines, servicing, warranties, repairs and returns.","correct":true,"explanation":"Post-sales service is support provided after the customer has bought the product. It can include practical assistance, advice, maintenance, guarantees and ways to resolve problems."},{"text":"Support given before purchase, such as advertising, market research, pricing, promotion, packaging, displays, discounts and sales targets.","correct":false,"explanation":"These activities mainly attract customers and support the sale before purchase rather than provide post-sales support. Post-sales service includes delivery, installation, training, repairs and returns."},{"text":"Support given during purchase, such as bargaining, payment, stocktaking, merchandising, promotion, ordering, till operation and selling.","correct":false,"explanation":"These activities relate to completing or managing a transaction, not supporting customers after buying. Post-sales service includes delivery, installation, training, servicing, warranties, repairs and returns."},{"text":"Support given after purchase, such as advertising, recruitment, budgeting, stock control, market research, packaging, pricing and promotion.","correct":false,"explanation":"Although these are business activities, they do not provide direct support to a customer after purchase. Post-sales service involves assistance such as delivery, repairs, warranties and returns."}]},{"id":"a9ed8963-9922-4b7e-9d98-38131707a24c","cardType":"basic","points":2,"front":"Why can warranties, repairs and easy returns improve customer service?","back":"It removes the risk customers feel when handing over their money.","mcqOptions":[{"text":"It removes the risk customers feel when handing over their money.","correct":true,"explanation":"Warranties, repairs and easy returns reassure customers that problems can be resolved, so buying feels less risky and they are more confident handing over their money."},{"text":"It increases the risk customers feel when handing over their money.","correct":false,"explanation":"These services are designed to reassure customers, not make purchasing more worrying. They remove perceived risk by offering help or remedies if the product has a problem."},{"text":"It removes the need customers feel when handing over their money.","correct":false,"explanation":"Customers still need to pay for the product; the services do not remove that need. They remove the perceived risk by providing protection after purchase."},{"text":"It increases the price customers feel when handing over their money.","correct":false,"explanation":"Warranties, repairs and easy returns primarily reduce uncertainty rather than increase the price customers perceive. They remove the risk associated with a purchase going wrong."}]},{"id":"132b2e94-3e41-4cdb-9519-fcb9daec7449","cardType":"basic","points":3,"front":"What are the stages of the sales process in order?","back":"

First contact
Finding out customer needs
Advising and demonstrating
Closing the sale
After-sales support

","mcqOptions":[{"text":"

First contact
Finding out customer needs
Advising and demonstrating
Closing the sale
After-sales support

","correct":true,"explanation":"The process begins with first contact, then identifies needs, provides advice and demonstrations, closes the transaction, and finally supports the customer after purchase."},{"text":"

Finding out customer needs
First contact
Closing the sale
Advising and demonstrating
After-sales support

","correct":false,"explanation":"This swaps first contact with needs identification and closes the sale before advice and demonstration. The correct order is first contact, needs, advice and demonstration, closing, then after-sales support."},{"text":"

First contact
Advising and demonstrating
Finding out customer needs
After-sales support
Closing the sale

","correct":false,"explanation":"Advice and demonstration should follow finding out what the customer needs, while after-sales support comes after closing. The correct sequence starts with first contact and ends with after-sales support."},{"text":"

First contact
Closing the sale
Finding out customer needs
Advising and demonstrating
After-sales support

","correct":false,"explanation":"A sale cannot properly be closed before the customer’s needs have been established and advice has been given. The correct order places closing after those stages."}]},{"id":"932994a3-3b20-4e16-bd2f-0d42563760ad","cardType":"basic","points":2,"front":"Why can customer service affect a sale at the first-contact stage?","back":"A poor greeting can make the customer leave before the product is discussed.","mcqOptions":[{"text":"A poor greeting can make the customer leave before the product is discussed.","correct":true,"explanation":"The first greeting shapes the customer’s initial impression. If it is poor, the customer may leave immediately, preventing the business from explaining or selling the product."},{"text":"A poor greeting can make the customer buy the product before comparing alternatives.","correct":false,"explanation":"A poor greeting usually discourages engagement rather than speeding up a purchase. The correct effect is that the customer may leave before the product is discussed."},{"text":"A poor greeting can make the customer request a discount before hearing the benefits.","correct":false,"explanation":"Although customers may sometimes request discounts, this is not the main first-contact consequence of poor service. They may leave before the product is discussed at all."},{"text":"A poor greeting can make the customer recommend the business to other customers.","correct":false,"explanation":"An unfriendly or careless greeting creates a negative impression, making positive recommendations unlikely. The customer may instead leave before the product is discussed."}]},{"id":"d7fd10ac-71e1-4bf5-8c75-aa6f19b601fe","cardType":"basic","points":2,"front":"Why is a repeat customer cheaper to gain than a new customer?","back":"Keeping an existing customer costs far less than advertising to find a replacement.","mcqOptions":[{"text":"Keeping an existing customer costs far less than advertising to find a replacement.","correct":true,"explanation":"Existing customers already know the business and may return without extensive promotion. Attracting a replacement usually requires advertising and other costly marketing activity."},{"text":"Keeping an existing customer costs far more than advertising to find a replacement.","correct":false,"explanation":"This reverses the usual cost relationship. Retaining a customer generally needs less marketing than attracting a replacement through advertising and other promotional methods."},{"text":"Keeping an existing customer costs the same as advertising to find a replacement.","correct":false,"explanation":"Retention and acquisition do not normally cost the same. Existing customers require less promotional spending, whereas finding replacements often involves significant advertising costs."},{"text":"Keeping an existing customer costs nothing because repeat purchases need no service.","correct":false,"explanation":"Repeat customers still require service and may receive communications or support. Retention is cheaper than acquisition, but it is not completely cost-free."}]},{"id":"b848469d-c236-4c14-9fab-363a5bca3bb9","cardType":"basic","points":2,"front":"Why might a business compete on service rather than price?","back":"When rivals sell near-identical products, service becomes the reason customers choose one business.","mcqOptions":[{"text":"When rivals sell near-identical products, service becomes the reason customers choose one business.","correct":true,"explanation":"When products are very similar, price may not provide enough differentiation. Helpful, reliable service can therefore become the factor that persuades customers to choose one business."},{"text":"When rivals sell near-identical products, service becomes the reason customers ignore every business.","correct":false,"explanation":"Good service is intended to attract and retain customers, not make them avoid all businesses. It differentiates a business when competing products are otherwise similar."},{"text":"When rivals sell near-identical products, service becomes less important than copying every competitor.","correct":false,"explanation":"Copying competitors does not create a distinctive advantage. With similar products, better service can differentiate the business and influence which supplier customers select."},{"text":"When rivals sell near-identical products, service becomes the reason customers always choose the cheapest business.","correct":false,"explanation":"Choosing solely on price is the opposite of competing through service. Service matters because it can influence customers even when rival prices and products are similar."}]},{"id":"88f9e5f5-153d-42e2-96c3-f4b6f673d834","cardType":"basic","points":2,"front":"Why is competing on service safer for profit than cutting prices?","back":"Service is harder to copy because it depends on training, staffing levels and how the business is run.","mcqOptions":[{"text":"Service is harder to copy because it depends on training, staffing levels and how the business is run.","correct":true,"explanation":"Competitors can often match a price quickly, but excellent service depends on employees, training, staffing and management systems that are more difficult to reproduce."},{"text":"Service is harder to copy because it depends on advertising, discounts and lowering production costs.","correct":false,"explanation":"These factors mainly support promotion or price competition and can often be copied. The stronger protection comes from training, staffing levels and how the business operates."},{"text":"Service is harder to copy because it depends on having the largest premises and the lowest prices.","correct":false,"explanation":"Premises size and low prices do not necessarily create distinctive service and can be matched by rivals. Service advantage comes from people and operating practices."},{"text":"Service is harder to copy because it depends on selling products that competitors cannot legally stock.","correct":false,"explanation":"This describes product exclusivity rather than service quality. The relevant advantage is the combination of training, staffing levels and the way the business is run."}]},{"id":"b518bd5d-18a8-477c-b7ef-ca2d88a04e1c","cardType":"basic","points":2,"front":"How can good customer service increase customer spending?","back":"Satisfied customers may return more often, buy extras or trade up, so annual spending increases.","mcqOptions":[{"text":"Satisfied customers may return more often, buy extras or trade up, so annual spending increases.","correct":true,"explanation":"Satisfaction encourages repeat visits and can make customers more willing to purchase additional items or higher-priced versions, increasing the amount they spend over a year."},{"text":"Satisfied customers may return more often, buy extras or trade up, so annual spending decreases.","correct":false,"explanation":"Returning, buying extras and trading up all increase purchase value rather than reduce it. Good service can therefore raise the customer’s total annual spending."},{"text":"Satisfied customers may return more often, buy extras or trade up, so annual spending stays exactly the same.","correct":false,"explanation":"More frequent purchases and additional or premium products change the total spent. These behaviours normally increase annual spending, rather than leaving it unchanged."},{"text":"Satisfied customers may return more often, buy extras or trade up, so annual spending only increases for new customers.","correct":false,"explanation":"Repeat customers are the people most directly affected by returning, buying extras and trading up. Good service can increase spending by existing customers as well as attract new ones."}]},{"id":"a08befff-253a-4a17-a9cf-60b2d8b23273","cardType":"basic","points":3,"front":"What are four dangers of poor customer service?","back":"

Lost sales from customers who leave
Refunds, replacements and complaint-handling costs
Poor reviews and word of mouth
Customers switching to rivals

","mcqOptions":[{"text":"

Lost sales from customers who leave
Refunds, replacements and complaint-handling costs
Poor reviews and word of mouth
Customers switching to rivals

","correct":true,"explanation":"Poor service can lose immediate sales, create refund and complaint costs, damage reputation through negative reviews, and encourage customers to move to competitors."},{"text":"

More sales from customers who recommend the business
Lower refund, replacement and complaint-handling costs
Improved reviews and word of mouth
Customers remaining loyal to the business

","correct":false,"explanation":"These are benefits of good service, not dangers of poor service. Poor service instead causes lost sales, extra handling costs, negative publicity and switching to rivals."},{"text":"

Higher prices accepted by customers
Fewer refunds, replacements and complaints
Stronger reviews and word of mouth
Customers buying more from the business

","correct":false,"explanation":"This list describes favourable outcomes that may follow effective service. The dangers of poor service are lost sales, additional costs, damaged reputation and customer defection."},{"text":"

More customers entering the business
Lower staffing and training costs
Positive reviews from dissatisfied customers
Customers switching from rivals

","correct":false,"explanation":"Most of these outcomes are benefits or are inconsistent with dissatisfaction. Poor service risks customers leaving, extra complaint costs, negative publicity and switching to rivals."}]},{"id":"c14e11d7-182b-410a-b6e7-142c5b7cba8e","cardType":"cloze","points":null,"front":"A customer who keeps choosing the same business instead of comparing rivals each time shows [ ].","back":"A customer who keeps choosing the same business instead of comparing rivals each time shows customer loyalty.","mcqOptions":[{"text":"customer loyalty","correct":true,"explanation":"Customer loyalty means repeatedly choosing the same business, often without comparing competitors on every occasion. It can lead to repeat purchases and stronger long-term relationships."},{"text":"customer satisfaction","correct":false,"explanation":"Satisfaction describes how pleased a customer is with an experience, but it does not necessarily mean repeated preference for the same business. The term is customer loyalty."},{"text":"market segmentation","correct":false,"explanation":"Market segmentation means dividing customers into groups with shared characteristics, not repeatedly choosing one business. The repeated preference described is customer loyalty."},{"text":"customer switching","correct":false,"explanation":"Customer switching means moving from one business or supplier to another, which is the opposite of repeatedly selecting the same business. The correct term is customer loyalty."}]},{"id":"c5165906-c7ad-4e5e-8a69-6493dcf6db6f","cardType":"cloze","points":null,"front":"A business can track customer satisfaction through review scores, survey ratings and [ ].","back":"A business can track customer satisfaction through review scores, survey ratings and follow-up emails after an order.","mcqOptions":[{"text":"follow-up emails after an order","correct":true,"explanation":"Follow-up emails let the business ask customers about their experience after purchase, providing direct evidence of satisfaction and identifying problems that may need to be resolved."},{"text":"post-purchase phone calls","correct":false,"explanation":"Phone calls can collect feedback, but the stated method is follow-up emails after an order. These emails provide a consistent way to measure satisfaction from many customers."},{"text":"instant messages before checkout","correct":false,"explanation":"Messages sent before checkout cannot properly measure the customer’s experience of completing or receiving an order. The correct method is follow-up emails after an order."},{"text":"staff rota checks after opening","correct":false,"explanation":"Staff rota checks measure employee scheduling rather than customer satisfaction. The relevant feedback method is follow-up emails after an order, which ask customers about their experience."}]},{"id":"4f2dc849-b986-4c58-9446-904aa47ac101","cardType":"cloze","points":null,"front":"The three ICT developments covered are the [ ], e-commerce and social media.","back":"The three ICT developments covered are the website, e-commerce and social media.","mcqOptions":[{"text":"website","correct":true,"explanation":"A website is one of the three ICT developments listed, alongside e-commerce and social media. It gives customers information and allows the business to communicate online."},{"text":"mobile app","correct":false,"explanation":"A mobile app is another possible digital tool, but it is not one of the three developments specified here. The correct term is website, alongside e-commerce and social media."},{"text":"online catalogue","correct":false,"explanation":"An online catalogue may be part of a website, but it is not the named ICT development in this list. The correct term is website."},{"text":"customer database","correct":false,"explanation":"A customer database stores information internally and is not the development identified in the sentence. The correct term is website, followed by e-commerce and social media."}]},{"id":"80ab6fa2-c597-45c1-8311-d28bbd378fc4","cardType":"cloze","points":null,"front":"Order tracking reduces chasing calls because customers can see [ ].","back":"Order tracking reduces chasing calls because customers can see where the item is and when it will arrive.","mcqOptions":[{"text":"where the item is and when it will arrive","correct":true,"explanation":"Tracking gives customers visibility of their order’s current location and expected delivery time. This information reduces uncertainty and means they are less likely to contact the business for updates."},{"text":"the price of delivery and the payment method","correct":false,"explanation":"Tracking is mainly about the order’s location and delivery timing, not payment details or delivery charges. The correct information is where the item is and when it will arrive."},{"text":"whether the order was accepted and who packed it","correct":false,"explanation":"Order tracking normally follows the item through delivery rather than identifying the employee who packed it. Customers can see where the item is and when it will arrive."},{"text":"the company’s opening hours and return policy","correct":false,"explanation":"Opening hours and return policies may be available online, but they do not show delivery progress. Tracking reduces calls by showing where the item is and when it will arrive."}]},{"id":"91868452-2e54-4fda-aad1-d4b3e97b17ce","cardType":"cloze","points":null,"front":"A complaint on social media is riskier because the criticism is [ ].","back":"A complaint on social media is riskier because the criticism is public and visible to future customers.","mcqOptions":[{"text":"public and visible to future customers","correct":true,"explanation":"Social media criticism can be seen by a wide audience, including potential customers. This makes a complaint more damaging to the business’s reputation than private feedback."},{"text":"private and visible only to the business","correct":false,"explanation":"Social media posts are not normally restricted to the business, so this underestimates their reputational risk. The criticism is public and visible to future customers."},{"text":"temporary and hidden from search results","correct":false,"explanation":"Online criticism may remain visible and can be shared or found by others. The risk comes from it being public and visible to future customers."},{"text":"personal and limited to the original buyer","correct":false,"explanation":"A social media complaint can reach many people beyond the original buyer, so its effect is not limited to one customer. It is public and visible to future customers."}]}]}],"examCountdown":{"examDate":"2027-05-12","paperLabel":"Paper 1"},"heading":"3.4 Good customer services","title":"3.4 Good customer services Flashcards","topbar":{"backHref":"/gcse/business/aqa/flashcards"},"topicSidebar":"$L37"}]}],"topicId":"6f9accc1-1171-55a7-beba-0d9585178c9d","walled":"$L38"}],"$L39","$L3a"]