The Client /Customer

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THE CLIENT / CUSTOMER

CUSTOMERS

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CUSTOMERS: CUSTOMERS are people who buy products. Imagine that you are the owner of a company selling computers. Anyone entering your shops can be called POTENTIAL CUSTOMER. This is a person who could buy if he/she finds the right product. Anyone that actually buys one of your computers from your shop is a CUSTOMER.

MORE DETAIL ON CUSTMERS: The relationship between a customer and a business, is not based on a contract. Customers are free to go to different suppliers / retailers, as they are not restricted by a contract.
The customer receives a generalised service, for example, service from an information desk / customer service desk / complaints desk. The customer does not receive an individualised ‘service’ from the company.
Customer complaints are normally dealt with through a dedicated complaints telephone number. If complaints are upheld, this results with the product being replaced or a money back guarantee.

CLIENTS

CLIENTS: Imagine you own an advertising company. Your company designs advertising campaigns which may run on TV, Radio and even the internet. A car manufacturing company approaches your advertising company to prepare a series of advertisements to promote a new model of sports car. The car manufacturing company can be regarded as CLIENTS as they are buying a service from you.

MORE DETAIL ON CLIENTS: The client signs a contract or agreement with a professional / company. A contract that describes the relationship and standard of services provided by the professional / company.
Can be a short term or long term contract / professional relationship.
Clients receive personalised attention / service. This could be in terms of regular meetings / consultations / reports.
The company / professional, serves the client’s best interests.
A client normally has the right to complain, through the professional body associated with the company / professional, which can lead to sanctions, if the client complaint is upheld.

1. What is the difference between a CUSTOMER and a CLIENT ?

2. What is the difference between a SERVICE INDUSTRY and MANUFACTURING INDUSTRY ? Give and example of a service and manufacturing industry to help explain your answer.

3. Advertising campaigns are not always successful. Give an example of an advertising campaign that you consider as being successful.

Describe the product / service the campaign was trying to promote / sell.
Explain the nature of the advertising campaign (TV Adverts, Internet etc.......)
Explain why you think the advertising campaign was successful.

4. Make a list of well known companies that sell products and those that sell a service.

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