Customer Service

Basic factors to be considered in customer service in retail sector. 1

Customer Service in Retail

Customer Service 2

Customer Service in Retail

Relevance of Customer Service 3

These activities increase the value customers receive from the merchandise and services they purchase All employees of a retail firm and all elements of retail mix provide services that increase the value of merchandise Acceptance of Credit cards Alteration of merchandise Assembly of merchandise ATM Terminals Bridal Registry Check cashing Child care Customer Service in Retail

Home delivery Demonstration of merchandise Display Dressing rooms Extended store hours Signage

Strategic Advantage 4

The challenges of providing consistent hi-quality service provides an opportunity for retailer to develop sustainable competitive advantage Customization Approach

Standardization Approach

Customer Service in Retail

Service providers tailor the service to meet each customer’s personal needs Establishing a set of rules and procedures and being sure that they are implemented consistently

Customer evaluation of Service quality 5

Role of Expectation Expectation vary, depending upon store Move to customer delight Service is, in turn dependent upon expectations

Perceived Service Reliability: Accuracy of billing, meeting promised delivery dates Assurance (trust): Guarantees and warranties Tangibility: Appearance of store, salespeople Empathy: Personalized service, receipt of notes and emails, recognition by name Responsiveness: Returning calls and emails, giving prompt service

Customer Service in Retail

The Gap Model 6

Customer expectation of service quality

Management perception of customers expectations

Knowledge Gap

Standards specifying service to be delivered

Standards Gap

Actual Service delivered

Delivery Gap

Customer perception of service quality

Retailer communicatio ns about service quality

Communication Gap

Customer Service in Retail

Knowledge Gap 7

Comprehensive studies Gauging satisfaction with Individual Transactions Customer panels and interviews Interacting with Customers Customer Complaints Feedback from store employees Customer Service in Retail

Customers can teach 8

Customer Service in Retail

Service Standards 9

Commitment to service quality Developing solutions to service problems Defining role of service providers Setting service goals Measuring service performance

Customer Service in Retail

Service delivery 10

Customer Service in Retail

Service Delivery 11

Giving information and training Providing instrumental and emotional support Improving internal communication and providing support Empowering store employees Providing incentives

Customer Service in Retail

Service Communication 12

Realistic commitments Managing customer expectations

Customer Service in Retail

Service Recovery 13

Listening to customers Providing a fair solution Distributive fairness Procedural fairness Resolving problems quickly Giving clear instructions Speaking the Customer’s language Customer Service in Retail

THANK YOU 14

Customer Service in Retail