Customer Service Chapter 18Presentation Transcript
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 morerewarding for their customers.
STRATEGIC ADVANTAGE THROUGHCUSTOMER SERVICE• Challenges in providing consistent high-qualitycustomer service• Customer service approaches• Customer evaluation of service quality
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 get implemented consistently by serviceproviders.
• Reliability• AssurancePERCEIVED SERVICE
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
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
THE STANDARDS GAP• Commit their firms to providing high-quality service• Define the role of service goals• Set service goals• Measure service performance
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
PROVIDING INSTRUMENTAL ANDEMOTIONAL SUPPORTInstrumental support (appropriate systems andequipment)To deliver the service desired by customers.
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 regarding how servicewill be provided to customers.