BFI

British film institute

UNIT 4 CUSTOMERS AND COMMUNICATION 
P3 EXPLAIN THE RANGE OF CUSTOMER SERVICES A SPECIFIC BUSINESS PROVIDES AND HOW EACH AREA OF THE
BUSINESS HAS RESPONDED TO THE NEED TO PROVIDE CUSTOMER SERVICE
Memberships-Priority booking for BFI Festivals and BFI Southbank, Access discounted tickets and exclusive events at BFI Southbank every month,
No booking fees for BFI Festivals and BFI Southbank, BFI Southbank and BFI Festivals programme guides, 10% off food and drink at BFI Southbank
15% off BFI Shop 15% off BFI Player film rentals 15% off Sight  &  Sound annual subscriptions. The vouchers and discount given to customers will
reduce the profit from BFI but it will lead to more customers so BFI would still get a considerate amount of profit as customers are willing to pay for
memberships. BFI should offer different term contracts such as 6 months, 12 months. This will attract customers as some may want a short
membership or prefers to have a long membership. This fulfil the needs of customers as they have an option to choose for their membership on
what will be most suitable for them.
BFI shop (Merchandise)-Every purchase supports the charitable work of the BFI. All BFI releases are mastered from the best quality film materials
available. In case the products have not already been dispatched, we will credit any sum debited to your credit or debit card. BFI Members at all
levels enjoy a 15% discount on Shop purchases both in-store and online. Customers will know that some of their purchases are going to charity
which will lead to BFI's reputation increasing and will attract more customers. BFI should also make purchases without using cards as some people
may not have it like young people or some that prefers to pay in cash. This will satisfy customer needs as they don't need to worry about bringing
out cash from their card or transfer money into their card as they have options to choose from which will make it much easier for them.
BFI standby seats-A limited number of seats are available for sale 30 minutes before each performance. Tickets may be limited to two per
visitor.Latecomers may be admitted up to 10 minutes after the screening has started but may be asked to take alternative seats.If you need to speak
to BFI about standing for any reason related to a specific need then you can  contact them. This will reduce BFI's overheads as many customers
would pay extra in order to have a better experience and have a better view of the performance. BFI also needs to think of vulnerable customers like
the disabled (people in wheelchairs) as they will need to plan a space for them where they are able to have a comfortable experience and being able
to see the performance clearly. This will complete the needs of customers as everyone including people with wheelchairs have access to a seat they
prefer to sit on where they have a better experience.
BFI  Player-Have a free 14-day trial for potential customers to try out. This will attract more customers as they will have an insight on how BFI
works and would pay to watch more of them. Also they have three types (rentals, subscriptions, and free) where it will fit into customers' options.
This carries out the needs of customers as they can choose which option is better for them as some customers may not want to pay as will rather
choose the free option instead.
BFI film festival-A fresh out of the plastic new program of free occasions including talks and discussions, short film screenings, a VR exhibit and
substantially more. It's an occasion where people will be able to know more on BFI from other people's perspective.However this will cost a lot for
BFI as they will have to pay for the event (venues, catering, performers etc). BFI sells tickets from 16-25 years old for £5, however customers may
disagree with this and believe that they should expand the age-gap for young people that are interested in this and for adults over 25 as they may
have financial issues. Also they should have courses that are accessible for people that have a disability. You could contact BFI
at  filmacademy@bfi.org.uk. This idea will attain customer needs as there are a varieties of courses and activities to choose from that will fit into
every customer's interest on filming.
BFI magazine-If the magazine ordered changes frequency per annum, we will honour the number of issues paid for, not the term of the
subscription.Our liability to you in the event of magazines being lost in dispatch shall at our discretion, be limited to replacement of the missing
issues. The magazines is a good idea to increase revenue and profit as many customers would buy this to find information. However, this may not
always be the case as many customers uses social media to find out information so this will be time-consuming and a waste of papers and revenue
used to make the magazine. BFI needs to make sure their magazine is appropriate for all ages and does not offend anyone such as their race, gender
etc. Also BFI should create magazine on different genres and topics as customers has different opinions.If you're wondering when your direct debit
payment will be taken-your first payment should be taken around two weeks after you have placed your order, depending on how quickly your bank
can arrange the Direct Debit. This fulfil the needs of customers as they have a range of magazine to choose from that is most preferred to them.
BFI magazine-If the magazine ordered changes frequency per annum, we will honour the number of issues paid for, not the term of the
subscription.Our liability to you in the event of magazines being lost in dispatch shall at our discretion, be limited to replacement of the missing
issues. The magazines is a good idea to increase revenue and profit as many customers would buy this to find information. However, this may not
always be the case as many customers uses social media to find out information so this will be time-consuming and a waste of papers and revenue
used to make the magazine. BFI needs to make sure their magazine is appropriate for all ages and does not offend anyone such as their race, gender
etc. Also BFI should create magazine on different genres and topics as customers has different opinions.If you're wondering when your direct debit
payment will be taken-your first payment should be taken around two weeks after you have placed your order, depending on how quickly your bank
can arrange the Direct Debit. This fulfil the needs of customers as they have a range of magazine to choose from that is most preferred to them.
BFI archive-Focusing on British titles, BFI cautiously select material for our assortments, saving, reestablishing and working it out to guarantee their
film legacy is broadly open in films and in the home. BFI additionally gather banners, pictures, exposure material, unique contents, letters and
different curios. For more information about BFI's collections, and licensing material, you can contact them on their number or complete the contact
form with your enquiry: BFI Archive Sales BFI National Archive Berkhamsted. This will satisfy customer needs as they have a chance to explore the
history of their favourite movies through BFI.
BFI Books-For a considerable length of time BFI Publishing has energised a more profound comprehension and fuelled readers energy for film and
TV with an unmatched scope of books and assets for film fans, understudies, instructors and specialists. From May 2018, BFI books and assets are
distributed in organisation with  Bloomsbury, a main free distributer with an honour winning system traversing scholastic, buyer and advanced
distributing. BFI books has encouraged a deeper understanding and fuelled readers’ passion for film and TV with an unparalleled range of books and
resources for film fans, students, teachers and researchers which led to an increase of cost as more customers has been lured into finding about BFI.
BFI also needs to think about what books they're selling-they should have a variety of genres and contexts to match with their customer's
descriptions which will attract more customers as they have options to choose from. If you are a book reviewer and would like to review one of BFI
books, you can email academicreviews@bloomsbury.com.
Venue hire-The BFI's notable focal London settings can be employed for screenings, gatherings, meetings and occasions. Our scenes incorporate best
in class film projection, unparalleled specialised introduction and a scope of cooking spaces. This will be able make BFI's events easier when planning.
When planning, BFI needs to make sure that their food is appropriate for all food types such as, vegetarian, vegan, halal etc. Contact their Manager
on  southbankevents@bfi.org.uk  or call. This carries out customer needs as BFI is offering different types of food that are able to feed all of their
customers that is more suitable for them.
BFI education-A programme of introduced free and paid matinees offers senior audiences a taste of the best of the BFI. Our library provides free
access to a huge collection of books, journals, documents and audio recordings. This will attract students that are interested in the filming industry
and and would definitely take up his opportunity as they have free access to the library and free offers. Although this does not help BFI to receive
profit, they do have other paid events in which students may take if they enjoyed the free events and would like to continue it. This will increase BFI's
profit and reduce overheads. BFI should apply their education events to all schools (primary, secondary, and sixth form/college) as it will give a
chance to the younger students to have an idea on what they're interested in. If you have any other question that do not appear on BFI, you could call
or email education@bfi.org.uk.
M1: ANALYSE THE BENEFITS TO A SPECIFIC BUSINESS AND TO ITS CUSTOMERS OF MAINTAINING AND DEVELOPING
CUSTOMER SERVICE
Offers a unique selling point-customers will be looking for businesses that gives them the best customer service and with BFI as well as many other
businesses, they have competition and so BFI needs to make sure they are listening to their customers' needs and providing them with the help they
need and finding solutions to their problems. BFI has stages to complete if customers want to make a complaint. This is an effective way as BFI will be
able to see what the issue is and what they can do to improve on it. This will attract more customers as BFI has been receiving positive feedback and
therefore increases profit due to the large attraction of customers.
Ensure business survival-If BFI provides good customer service, it is more likely their business survival would last as their customer service is
attracting more customers and increasing their reputation. This would also increase their profit and revenue as more customers are going to BFI and
the brand is becoming more noticeable.
Gives businesses a competitive advantage over others who may not offer such a good customer service-Customer service will definitely give a
competitive advantage as in recent events, customers care more about their experience the business gives them rather than the quality. BFI's
competitors such as UK Film council and British Academy of Film and Television Arts will do anything in order to come at the top and will try to take
away their competitors customers which is why BFI must listen to every customers needs. Great customer service has the potential to convince BFI's
existing customers to stay and even refer their family and friends, expanding BFI's customer base.
Helps a public or third sector organisation(funded from public money) provide best value  for money-Businesses that does charities are more
reliable on their customers so they need to make sure they provide excellent customer service in order to keep their existing customer aswell as
introducing to their potential customers. The same goes for public organisation as the benefits of improved customer service include higher sales,
improved margins, less complaints and staff retention rates. This relates to BFI as they need to make sure they are doing everything they can in order
to receive happier customers and are able to make better relationships with their customers and understanding them more. They could do this by
giving out discounts and offers to customers on their birthday which will give good reviews to BFI and provide the best value for money. This will
increase BFI's sales as the brand will become more noticeable to customers and worldwide and people will want to try it out.
Affects reputation-Customer service is absolutely vital for any businesses. because keeping an existing customer costs a lot less, both in terms of
marketing and maintenance, than landing a new one. Additionally, repeat customers are more likely to spend more money on each purchase which is
why BFI needs to make sure they're treating their customers by listening to them and solving their problem in the best appropriate way. If BFI's
customer is has a complaint on the quality of the film, BFI should do its best to fix the issue by making sure there's good quality next time and
apologise to the customer. This will expand BFI's cash flow knowing that they have a good reputation and is a business you can trust.
Increased customers-Customers opinions is very important as it does affects other customers' opinions. BFI must guarantee that they produce good
customer service and they should give some time to spare where customers should reviews on their experience. This way BFI could see what they're
doing successful in and what they need to improve. Also, other customers will be able to see reviews which will affect their opinions. If BFI produce
great customer service, this will satisfy customer's needs which will increase sales.
Satisfied customers who are likely to make repeat purchase and recommendations(word of mouth sales)-Great customer service is one of the main
reasons why existing customers stay as they know how the business (In this case BFI) works and will definitely try out other products from BFI as
they trust the business and knows that their other purchases will be worth the cost. Furthermore, this will attract more customers and existing
customers may recommend BFI by posting on their social media or inform their friends and family, sharing their experience with the business which
will lead to potential customers. Also this is way of advertising BFI as more people are getting to know the business and is being noticed of it more
often which is an advantage as this will increase sales and its free advertising.
Increased sales=increased profits-Having an effective customer service maximising customer satisfaction, BFI can increase the opportunity for
repeat sales to customers, reducing the need to allocate marketing budget to gain new customers. Satisfied customers may also recommend your
products or services to other potential customers, increasing the potential for additional revenue and profit. If BFI customers are satisfied with a new
movie they have watched such as Drylongso, they may recommend it to other potential customers, increasing the potential for additional revenue and
profit.
Increased job satisfaction and in return improved employee motivation-Having good customer increases job satisfaction as BFI's employees knows
that they are doing an effective job such as, if one of the customers has gone to return a book they have purchased, the employees should act in an
appropriate manner and assist them by providing a product that is more suitable for them. This improves the employees motivation that BFI has
increased sales with more customers due to their great customer service they are providing and wants to continue providing the best customer
satisfaction.
D1: RECOMMEND AND JUSTIFY CHANGES TO THE CUSTOMER SERVICE PROVIDED BY A SPECIFIC BUSINESS IN
ORDER TO IMPROVE THE CUSTOMER EXPERIENCE’
In order to improve BFI's customer service, we need to think about
the advantages and disadvantages that will effect every customers-
existing and potential. First and foremost, to accommodate all
customers, the BFI should add extra spacing for customers that
uses a wheelchair as it will let them have a clear and smooth
experience. BFI is known the have one of the biggest screen in the
United Kingdom and could this advantage to create a space for them
which will attract more customers as many people with wheelchairs
are unable to go to cinemas or have a good view to watch it. Also
BFI is also known for their care to customer who are deaf or blind
in which they allow guide dogs, have large print copies and
provides induction loops which is another reason why customers
will be more attracted to this as people who are suffering with
these disability are not able to go to cinemas without having to
worry about their experience going bad. However, this may not be
an ideal situation as it is more expensive and can be time-
consuming in which they could've used that time to improve on
their business by investing in new movies that could be leading into
increasing sales and profit. An opportunity of this is it will attract
more customers knowing they will be provided with a comfortable
and relaxing experience and will be worth the price they are paying
for. In addition, BFI's competitors such as UK British Film Council
does not provide any assistance for customers with disability
therefore, BFI has a benefit over this as they will be taking control
over their competitor's customers and can use their customers to
freely promote their business where BFI becomes more visible to
people. On the other hand, a threat of this is due to BFI's behaviour
in the way they have treated their customers. It was seen in 29 April
2018, BFI apologised after a staff forcibly removed a women with
Asperger Syndrome. This is seen as an unnatural and irresponsible
act from the BFI as they could've act responsibly but didn't which
caused many customers left shocked and appalled after what they
have witnessed. This has caused a major cost to BFI as many people
did leave and didn't have the experience they expected to have.
Another way I believe would be a significant way to
improve BFI's customer service is when preparing the
food in the cinemas, BFI should take into account on their
customer's dietary as some may be vegetarian,
pescatarian, halal etc. It is important BFI has a range of
foods as this is the many reasons why customer doesn't
buy snacks from cinemas and they lose out on revenue
and profit. This will be a good effect on BFI as they are
already a well-known brand and one of the best filming
institute in the United Kingdom.Although BFI will have to
spend more, this will attract more customers, knowing
there is a varieties of snacks to choose from which
increase sales and also seeing that BFI is a very well
known brand, customers would buy their product
knowing they could trust BFI through their effective
customer service. However, this may not be the best
recommendation as it will take away a lot of their revenue
and have to continuously stock them which is not
unachievable as they have rent and lighting bills to pay
which will be costly due to the number of building they
own. Nevertheless, BFI could increase the price of the
food but it is unlikely customers would pay due to
increased price when they know they could get it for a
cheaper price. Leading back to this idea, an opportunity
for this is as many cinemas does not provide a huge
variety of food, this is an advantage as BFI could be the
first cinema which could potentially take a lot of notice
and more customers will be intrigued by this proposition
and will want to attempt it. Within this recommendation,
there can be some issues with this as in recent events,
customers prefer to bring their own food to cinemas as
food from the cinema is seen as quite expensive and
would prefer to bring their own food.
Another way I believe would be a significant way to improve
BFI's customer service is to taking into account economical
factors the BFI could offer different term contracts such as 6
months, 12 months, 18 months . This will attract more customers
as some may want a short membership and others may find it
easier to stay in long membership contracts and renew after.One
of the many reasons why BFI lose customers is caused by the
limited option on membership which is BFI needs to expand and
allow customers to have more options to choose from. BFI has a
strong platform on social media with 310k followers on
Instagram and 17k followers on Twitter and could use this as an
advantage to promote their business and the new features they
have attached on their website. This will enchant more
customers especially potential customers as they will see the
benefit of BFI and how successful they are. Within BFI's
membership, they provide many discounts aswell as free
vouchers and priority booking which will attract customers to
purchase it even more as they receive many benefit into this
membership. They also give two options how you would pay
whether on card or debit card which makes it more easy for
customers to pay. Nonetheless, BFI has shown on their website
that Membership lasts for 12 months and will be renewed
automatically every year if you pay by Direct Debit. Many
customers doesn't agree with this as some may prefer to have a
shorter membership contract whereas others prefers a much
more expanded membership in which they don't have to
continue renewing it. Also, within this contract BFI has included
some features and some customer may not prefer to have it and
rather have something else for the price they're paying for.
Using this idea, this will help BFI have a secured repeating
customers because if customers has a contract for 6 months,
they may really enjoy it and want to renew their contract for a
longer period which increases BFI's sales and could use this to
include more movies and improve on their website. In contrast,
a threat to this is the price as BFI is seen as quite expensive for a
limited time and depending on their payment can charge extra
and so,t his will change customer's ideas and choose one of BFI's
competitors.
One last way I believe would be significant way to improve
BFI's customer service is to accommodate all customers the
BFI player could incorporate big font size and easy
navigation so that elderly people have a much smoother
experience. BFI has a good reputation of taking care of their
customers of all ages so they can have a comfortable
experience. BFI provides help for customers with
disabilities and makes sure they they are able to have a good
experience with BFI without their disability coming in the
way. Also, this will be much easier for the elderly as well as
younger as they may have issues with their eyesight that
struggles to see or may be confused with the layout, so
doing this will increase the population of their customers as
they know what to do as they have easy access. Despite that,
BFI does have some issues with this recommendation as it
could confuse other customer about the rearrangement of
the website which may lead to having to rearrange the
entire website which leads to a time-consuming task on
something that's not important and could've used on
listening to the needs of their customers and adding in more
characteristics into their business. If BFI utilises this idea,
they have a greater chance of empowering over their
competitors and standing out using unique methods
showing how much they care towards their customers using
key benefits that benefits all customers. A threat towards
this is due to BFI's competitors as in recent events,
customer service is very important within the business
industry and will do whatever it takes to achieve its highest
and become dominant over their competitors. This is why
BFI should make sure they are always on the lead making
sure they are listening to their customer needs and fulfilling
them.
P7: Explain the importance of listening skills in building a rapport with specific customers
Recapping/reflecting back on what has been said-to confirm that the customer understands what the staff is saying so it won't cause any
disruptions. For example, if a customer wants to book a venue with BFI, and finds out it is more expensive in the evening-this will cause a bad
relationship with BFI and their customers as well as a bad customer service as they were unaware about this. It is very important to ensure to
reflect back on as the customers may have misheard so it is a safe option which will be an easy way to build rapport with your customers knowing
they could trust BFI.
Understanding instructions-It is very vital that BFI customers understand the instructions and procedures hence, it will be easier for them in the
future. For example, if a customer wants to return a book from the BFI shop but doesn't have a receipt, the employee has to explain to the customers
what they can do in simple instructions to make the customer understand it easier-so the BFI could give the customers and exchange for another
product in their shop. This is an example of a great customer service as customers can understand better and does not need to worry the next time
if it happens which creates a better trust between the customers and employees as they feel comfortable within the business and will not hesitate to
ask for help.
Interpreting task requirements-Interpretation of the task is very important in building a rapport with customers to assure that BFI's customers
knows exactly what the requirements are for the task so they don't make any mistake in the future and make the tasks easier for the employees.
Probe for any missing information/making notes-permits the customer to make any notes if they are struggling with a piece of information and so
will use the notes to help them remember it and make sure not to commit any mistakes. For example, BFI has a lot of information in terms with
safety so it is important, customers know what they are will be easier written down so they don't forget.
Personal reflection-Offers a deeper understanding between the customer and BFI's employee as it is a chance for them to understand each other
better and will be easier for the employees to fulfil the customer needs. For example, if a customer is unsure what movie to watch, BFI's employees
could give them advice on what type of genres would suit best for them.
Confirming understanding-This makes it easier for the employees ensuring that the customers understand and so will not be worried next time
knowing that the message has been explained clear. In the future, less mistake would be made and the relationship between the customer and
employees will improve as the customer can rely on their employees more than any other businesses.
Seeking clarification-Though rapport can significantly increase revenue and reduce customer churn, maintaining rapport with employees is also
important to a company's success. Employees who feel they have a comfortable relationship with managers tend to be happier in the workplace. It
establishes trust between the employee and their customer as the more the employee get to know their customer, and the more they get to know
them, the easier the process.
Remember the important points-This is a very vital part of listening skills in building a rapport with specific customers as in this case, the
employee needs to make sure that they are explaining the main points in detail and is understood well. For example, when the BFI's employees
explains the important events that will be happening over the course of the week, the customers needs to be aware of it if they are interested n
taking part. This will expand in building rapport with customers knowing a strong level of trust is made and will be able to listen to each other with
importance.
Include the importance of “active listening” when it comes to situations where there are  disagreements and conflicts-Listening is an important
skill BFI's employees need to have when talking to their customers. They need to focus on what they’re saying, to be able to meet their needs, wants,
and preferences. It’s also seen as respectful and customers will feel far more comfortable with the employees than with other customer service
professionals. Positive comments and repeating a customer’s name all can contribute to positive rapport and help BFI create relationships that
could lead to higher productivity and increased sales. It is very important to observe the body language of the person. Body language, such as
posture, gestures, facial expressions and eye movements are a way in noticing the body language displayed by a person and match it and this is an
excellent way of acknowledging them and increasing rapport.