Bpp learning Media is an acca approved Content Provider

Responsiveness
The staff's willingness to deal with the customer's queries must be 
apparent. 
Communication 
Staff should talk to customers in non-technical language which they can 
understand. 
Credibility 
The organisation should be perceived as honest, trustworthy and acting in 
the best interests of customers. 
Security
This is specially relevant to medical and financial services organisations. 
The customer needs to feel that the conversations with bank service staff 
are private and confidential. This factor should influence the design of the 
service area. 
BPP Tutor Toolkit Copy

---

PART B: BUSINESS ORGANISATION STRUCTURE, FUNCTIONS AND GOVERNANCE 
 
152
 
Determinants 
Comments 
Competence 
All the service staff need to appear competent in understanding the 
product range and interpreting the needs of the customers. In part this 
can be achieved through training programmes. 
Courtesy 
Customers (even rude ones) should perceive service staff as polite, 
respectful and friendly. This basic requirement is often difficult to achieve 
in practice, although training programmes can help. 
Understanding customers' 
needs 
The use of computer-based customer databases can be very impressive in 
this context. The service personnel can then call up the customer's records 
and use these data in the service process, thus personalising the process. 
Service staff need to meet customer needs rather than try to sell products. 
This is a subtle but important difference. 
Access 
Minimising queues, having a fair queuing system and speedy but accurate 
service are all factors which can avoid customers' irritation building up. A 
pleasant, relaxing environment is a useful design factor in this context. 
1.5 Marketing 
The