K I M , J E S S I , D O N N ACUSTOMER SERVICE
WHAT IS CUSTOMER SERVICE?• Set of activities and programs undertaken byretailers to make the shopping experience morerewar...
STRATEGIC ADVANTAGE THROUGHCUSTOMER SERVICE• Challenges in providing consistent high-qualitycustomer service• Customer ser...
PERSONALIZED SERVICE• Requires that service providers tailor their services tomeet each customer’s personal needs.
STANDARD SERVICE• Based establishing a set of rules and procedures forproviding high-quality service and ensuring thatthey...
• Reliability• AssurancePERCEIVED SERVICE
GAPS MODEL FOR IMPROVING RETAILCUSTOMER SERVICE QUALITY• Service Gap- perception of service delivered by aretailer fails t...
THE KNOWLEDGE GAP• Gauging satisfaction with individual transactions• Customers panels and interviews• Interacting with cu...
THE STANDARDS GAP• Commit their firms to providing high-quality service• Define the role of service goals• Set service goa...
DELIVERY GAP• Giving information and training• Providing instrumental emotional support• Improving internal communications...
PROVIDING INSTRUMENTAL ANDEMOTIONAL SUPPORTInstrumental support (appropriate systems andequipment)To deliver the service d...
PROVIDING INSTRUMENTAL ANDEMOTIONAL SUPPORTEmotional supportInvolves demonstrating a concern for the well-beingof others.
EMPOWERING STORE EMPLOYEESEmpowermentMeans allowing employees at the firm’s lowest levelsto make important decisions regar...
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Customer Service Chapter 18

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Customer Service Chapter 18

  1. 1. K I M , J E S S I , D O N N ACUSTOMER SERVICE
  2. 2. WHAT IS CUSTOMER SERVICE?• Set of activities and programs undertaken byretailers to make the shopping experience morerewarding for their customers.
  3. 3. STRATEGIC ADVANTAGE THROUGHCUSTOMER SERVICE• Challenges in providing consistent high-qualitycustomer service• Customer service approaches• Customer evaluation of service quality
  4. 4. PERSONALIZED SERVICE• Requires that service providers tailor their services tomeet each customer’s personal needs.
  5. 5. STANDARD SERVICE• Based establishing a set of rules and procedures forproviding high-quality service and ensuring thatthey get implemented consistently by serviceproviders.
  6. 6. • Reliability• AssurancePERCEIVED SERVICE
  7. 7. GAPS MODEL FOR IMPROVING RETAILCUSTOMER SERVICE QUALITY• Service Gap- perception of service delivered by aretailer fails to meet the customer’s expectations• Knowledge Gap• Standards Gap• Delivery Gap• Communication Gap
  8. 8. THE KNOWLEDGE GAP• Gauging satisfaction with individual transactions• Customers panels and interviews• Interacting with customers• Social media• Customer complaints• Using technology• Feedback from store employees• Using customer research
  9. 9. THE STANDARDS GAP• Commit their firms to providing high-quality service• Define the role of service goals• Set service goals• Measure service performance
  10. 10. DELIVERY GAP• Giving information and training• Providing instrumental emotional support• Improving internal communications• Empowering store employees• Providing incentives• Developing solutions to service problem• Using technology
  11. 11. PROVIDING INSTRUMENTAL ANDEMOTIONAL SUPPORTInstrumental support (appropriate systems andequipment)To deliver the service desired by customers.
  12. 12. PROVIDING INSTRUMENTAL ANDEMOTIONAL SUPPORTEmotional supportInvolves demonstrating a concern for the well-beingof others.
  13. 13. EMPOWERING STORE EMPLOYEESEmpowermentMeans allowing employees at the firm’s lowest levelsto make important decisions regarding how servicewill be provided to customers.
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