Assess how BKC could best improve communication with employees and customers.

Mark scheme

Marking points from the official mark scheme (Oct/Nov 2018). The mark or mark type is shown in brackets.

1. [K] Barriers to communication; methods of communication allowing 2-way communication; IT based methods.
2. [APP] Problems with worker communication: noisy; no feedback; use of written media.
3. [APP] Problems with customers: little feedback - does not seem to be encouraged via shop/shop workers and no use of IT such as social media.
4. [AN] Use meetings/quality circles – perhaps at start of day or break times or end of day (should workers be paid for these?). Allows feedback and suggestions for operational improvements – as with competitor.
5. [AN] Use social media to build up longer term relationships with customers which will provide useful information about tastes, likes and dislikes as well as providing useful channel for communication.
6. [EVAL] Needs a new management approach and style of leadership – putting both customers and workers at the centre of marketing/operations and not 'peripheral'.
7. [EVAL] Investment in IT and a social media team needed - considerable cost involved. Social media can be used against the business too e.g. customers can communicate easily between themselves too.