Product knowledge

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In This unit I am gong analyse the product knowledge required by employees of the organisation. The organisation that I am going to analyse is Alton Towers. Product knowledge can be very important to staff because this could ensure customer satisfaction is more efficient. Product knowledge can be done by knowing where certain products or structures are. If the organisation provides a wide range of products then this can count towards good customer service.

This is because if the customer wanted something the company would be organised and the staff would be punctual with what they are delivering. If they did this then it would reduce the amount of problems and this could cause very few complaints. Product knowledge is very important to an organisation. This is because if a customer asks a question about a product or service they wish to buy, they expect their question to be answered accurately. Being able to answer the question accurately and efficiently shows a good level of customer service.

Customers are likely to ask a range of questions about the products and services an organisation provides. Examples of the sort of questions staff need to be able to answer are locations of rides, opening and closing times of the park and prices of food or merchandise. A good level of customer service would be if the staff where able to answer customer questions accurately and promptly. During this section I am going to have to use a range of research techniques to be able to collect the information that I need.

The different types of research that I will collect can be categorised into either primary or secondary research and will enable me to analyse the different tourist type’s choices on travel methods. Primary research is research that you gather yourself as a business or a person. This information is as reliable and as up to date as you make it. Primary research can be done in a variety of ways varying from questionnaires to focus groups. Each way of carrying out this primary research has its advantages and disadvantages depending on the product and market.

This research has never been collected before and doesn’t exist. The most common type of Primary research is the use of surveys and questionnaires. These are ready made and are given to potential customers asking them what sort of product they want and what features it should have. They are usually closed questions; this means that they have set answers that a person then ticks or circles. This is effective because it can be used to gather large amounts of data, it can be represented graphically, they are simple to use and allows the business to ask exactly what it wants.

The negatives are that it can be biased towards the company selling the item, the customer doesn’t have chance to speak their views; they take time to analyse and is hard to collect data once they are handed out. The advantages of primary research: * Addresses Specific Research Issues – Carrying out primary research allows the business to address their own problems and questions to their own product. * Greater Control – It gives the business control over the focus and questions of the research.

It also enables the business to have a higher level of control over how the information is collected. In this way the business can decide on how many people the use, the location of research and the time spent on research. Disadvantages: * Cost – Compared to secondary research, primary data may be very expensive since there are a great deal of involvement and the expense in preparing and carrying out research can be high. * Time Consuming – It takes time to create, deliver and collect primary research.

Not Always Feasible – Some times business try to ask and collect to much data which leads them to actually not collect any data. Many are just too large to be carried out by all but the largest companies and some are not feasible at all. Secondary research or is information which already exists i. e. letters, diaries, novels, stats, newspapers and films. The most common type of desk research is official statistics or company websites. This is data that has already been collected by people.

One of the most common types of secondary research is official statistics; these are seen as scientific information because they are collected in a highly official and organised way. Government surveys such as the Census, the General Household Survey and the British Crime Survey are examples of government information that is available. It is regarded as highly accurate and organised because it is mandatory for people in the UK. Other types of secondary research are a companies or organisations own information. This includes existing data, reports and statistical analysis of trends with the tourism market.

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