CONSUMER SERVICES , FOR RETAIL AND BRAND MANAGEMENT

1. Consumer Service Approach
(RETAIL)
Consumer service approach (Retail) BY Swaraj Kishan Bhuyan

2. ● Consumer Service Strategy / Approach
a. Customized / Personal Service Approach
b. Standardized Service / Approach
● Customer Evaluation of Service Quality
a. Perceived Service
■ Reliability
■ Assurance
■ Tangibility
■ Empathy
■ Responsiveness
b. Role of Expectations

3. Consumer Service:-
Consumer service is the set of activities and programmes under- taken by retailers
to make the shopping experience more rewarding for their customers.
These activities increase the value , customers receive from merchandise and
services they purchase.
● CONSUMER SERVICE STRATEGY / APPROACH
Personalization or customization and standardization are two approaches retailers
used to develops a sustainable consumer service advantage . (By providing excellent
customer service )

4. Consumer Service Approach
PERSONALIZED SERVICE requires
service providers tailor their services to
meet each customers personal needs.
Successful implementation of
personalized service relies on sales
associates or on “personalization”
offered by retailer's electronic channel.
STANDARDIZED SERVICE is based on
establishing a set of rules and procedures
for providing high-quality service and
ensuring that they get implemented
consistently by service providers. The
effectiveness of standardized services
relies more on the quality of the retailers
policy,procedures,and store and it's Web
site design and layout.

5. CUSTOMIZED / PERSONALISED SERVICE /
APPROACH
The customized approach typically result in most customers receiving superior
service.
The delivery of personalized service depends on the judgement and capabilities of
each service providers. At some times,the best service providers can have a bad day.
Providing consistent ,high-quality personalizedvservice is costly, because well
trained service providers or sophisticated computer software are needed to
implement the service.

6. Standardized Service Approach
Retailers standardized the service they offer to increase the consistency of service
quality and avoid the costs of paying the more skilled service providers required to
effectively personalize customer services.*standardized service is cost saving , low
cost throughout the world.
Store or website design and layout also play important roles in the delivery of
standardized service. Providing good services through signage and a layout that
enable customers to locate merchandise easily , having relevant required information
on display,and minimizing the time required to make a purchase.

7. So, this approach is based on
establishment of a set of rules
and procedures . Customers
receive the same quality of
products.

8. Customer Evaluation of Service Quality.
When customers evaluate customer service, they compare their
perceptions of the service they receive with their expectations.
Customers are satisfied when the perceived service meets or
exceeds their expectations.
Two primary objectives- *Perceived service & *Role of Expectations.

9. Perceived Service
Customer's perception of a retailer's customer service is affected by
the actual service delivered. Services are intangible, it is difficult for
customers to evaluate the service offered by the retailers
accurately.
Customers are often influenced by the manner in which employees
provide the service , not just the outcome. Employee's service
process and time taken in process have an important impact on
customers and also with their satisfaction.

10. Reliability
● Reliability is the ability to perform the service dependably
and accurately, such as performing the service as promised
or contracted or meeting promised delivery dates.
● To give customers time , result and accurate information
accordingly. Inaccurate information only frustrates
customers.
● If not, provided employees are trained to contact someone
who can.

11. Assurance
● Assurance is the knowledge and courtesy of employees and their
ability to convey trust and confidence.
● The employer conveys trust by empowering it's employees .An
employee empowerment policy is the service recovery program.
● If a consumer problem arises,employees are given discretionary
resources to rectify the problem or present the customer with
something special to help mollify him or her.

12. Tangibility
Tangibility is associated with the appearances of physical
facilities,equipment,personnel,and communication
materials.
Making improvements, renovating and adding new features
to retail store.

13. Empathy
● Empathy refers to the caring individualized attention
provided to customers, such as personalized service , sending
notes and e-mails , or recognition by name.
● One approach instructed to employees always address a
guest/consumer by name.
● One approach used to demonstrate empathy is personalizing
communication.

14. Responsiveness
Responsiveness is willingness to help customers and provide
prompt service, such as returning calls and e-mails immediately.
● HEART MODEL - “Hear what a guest has to say” , 2nd-
“Empathize with them” , then “Apologize for the
situation” , 3rdly “Respond to the guest's needs” , by
“Taking action and following up”.

15. ●ROLE OF EXPECTATINGS
● Customer expectations refers to the wants and needs of the
people , you want to attract to buy your products and services
and often includes understanding customer service.
● The expectations customers have are typically based on actions
they value as important when they interact with a company.
● In addition to the perceptions of the actual service delivered,
expectations affect the judgment of service quality.
● >>>>>>

16. ● Customer expectations are based on a customer's
knowledge and experiences.
● Customers have different expectations offered by different types
of retailers. FOR EXAMPLE :
● A jewellery store that cleans customers jewellery and replaces
batteries in watches for free.
● Customer's expectations vary around the world . In US: “CUSTOMER
IS ALWAYS RIGHT”, and in JAPAN: “CUSTOMER IS GOD” .
● TECHNOLOGY IS DRAMATICALLY CHANGING CUSTOMER
EXPECTIONS.

17. I HOPE MY NOTES HELPED IN
UNDERSTANDING THE CONCEPT,
THANK YOU… 👍
🇮🇳🇮🇳🇮🇳 JAI HIND 🇮🇳🇮🇳🇮🇳