Provide answers to all of the questions below:

1. Discuss the statement below in relation to guidelines about consumer guarantees. Provide an example to illustrate your answer.

“Some suppliers or manufacturers tell the consumer an extended warranty provides extra protection, which the consumer would not have unless they buy it.”

2. List at least two benefits of an effective complaint handling system for businesses and consumers and the standard steps that you would use to effectively deal with a customer complaint.

3. A retailer wishes to establish a consistent welcome procedure for sales staff to follow when a potential client enters the sales room. Document, using bullet points, a standard procedure that the salespeople could follow.

4. Explain the concept of service standards and their importance. Identify two examples of service standards.

Explain why a company committed to best practice customer services may choose to measure its service standards.

5. Explain the concept of public relations as a method of marketing communication. In your answer, explain how it can be used as a form of product and/or service promotion.

6. Explain why an unhappy customer is not good for business.

7. Explain the importance of understanding customer behaviour and two techniques that can be used to analyse customer behaviour.

8. Explain two further strategies that can be used to monitor, manage and introduce ways to improve customer service relationships