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Customer Service Chapter 18
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Customer Service Chapter 18

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  • 1. K I M , J E S S I , D O N N ACUSTOMER SERVICE
  • 2. WHAT IS CUSTOMER SERVICE?• Set of activities and programs undertaken byretailers to make the shopping experience morerewarding for their customers.
  • 3. STRATEGIC ADVANTAGE THROUGHCUSTOMER SERVICE• Challenges in providing consistent high-qualitycustomer service• Customer service approaches• Customer evaluation of service quality
  • 4. PERSONALIZED SERVICE• Requires that service providers tailor their services tomeet each customer’s personal needs.
  • 5. STANDARD SERVICE• Based establishing a set of rules and procedures forproviding high-quality service and ensuring thatthey get implemented consistently by serviceproviders.
  • 6. • Reliability• AssurancePERCEIVED SERVICE
  • 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. 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. THE STANDARDS GAP• Commit their firms to providing high-quality service• Define the role of service goals• Set service goals• Measure service performance
  • 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. PROVIDING INSTRUMENTAL ANDEMOTIONAL SUPPORTInstrumental support (appropriate systems andequipment)To deliver the service desired by customers.
  • 12. PROVIDING INSTRUMENTAL ANDEMOTIONAL SUPPORTEmotional supportInvolves demonstrating a concern for the well-beingof others.
  • 13. EMPOWERING STORE EMPLOYEESEmpowermentMeans allowing employees at the firm’s lowest levelsto make important decisions regarding how servicewill be provided to customers.