This document discusses customer service strategies for retailers. It begins by defining customer service as activities undertaken by retailers to make shopping more rewarding for customers. It then discusses the types of services retailers offer and how good customer service can provide a competitive advantage. The document outlines two approaches to customer service - a personalized approach and a standardized approach. It also discusses the costs of customer service and how customers evaluate service. The bulk of the document describes a "gaps model" to improve service quality by closing knowledge, standards, delivery, and communications gaps. It provides strategies retailers can use to meet service standards and recover from service failures.
Very few companies in Romania really understand the importance of good customer service. They may use words like customer service excellence; quality etc but there is a void between words and reality. Without this your company may not survive long term as the more astute managers will use this as a key weapon to steal your customers.
FREELANCE TRAINING IS THE ANSWER
This powerpoint presentation helps to establish basics for taking care of customers while at the same time reiterates examples numerous times for people who are crucial to our customer satisfaction. It addresses how devastating the loss of one customer can be through not providing the ultimate customer experience. one service failure can sink a business. Your frontline people and everyone they work with are part of the internal customer network. As a team they must all work together to provide the unforgettable customer experience and exceed the customers\’ expectations.
Very few companies in Romania really understand the importance of good customer service. They may use words like customer service excellence; quality etc but there is a void between words and reality. Without this your company may not survive long term as the more astute managers will use this as a key weapon to steal your customers.
FREELANCE TRAINING IS THE ANSWER
This powerpoint presentation helps to establish basics for taking care of customers while at the same time reiterates examples numerous times for people who are crucial to our customer satisfaction. It addresses how devastating the loss of one customer can be through not providing the ultimate customer experience. one service failure can sink a business. Your frontline people and everyone they work with are part of the internal customer network. As a team they must all work together to provide the unforgettable customer experience and exceed the customers\’ expectations.
Customer Service - Going beyond satisfaction. It is no longer enough to have merely satisfied customers. One has to look beyond satisfaction in order to retain customers in today's world.
There is a proven way to build your reputation and achieve 20% growth in business without spending anything on advertising or hours on social media and this course will show you how its done.
This is not a sales course but rather a true “service” based course presented by an Operations Exec with years of experience in managing successful customer service departments.
In this course you will learn how to build your business and your reputation by making simple changes that are easy to implement.
Delegates Will Learn:
Why proper service is critical
How to identify and provide excellent service
What’s in it for you, your departmenat and your organisation
By the end of this course you will have developed a personal action plan to implement in your business immediately and will be thinking very differently about how you go about your business.
If you are serious about building your business or developing your staff to do so for you or if you are open minded enough to examine and adopt additional methods to overcoming obstacles, Exceptional Customer Service is the course for you.
Martyn can show you those small but effective actions which can deliver a sustainable and unassailable advantage over your competitors.
About The Trainer
Martyn Jones has worked with many companies from FTSE100 giants to sole traders and from many different sectors including utilities, nuclear, legal, financial and travel. He has delivered this training for UCLAN and other business schools and with his informative style, enthusiastic, and vast experience he will enable delegates to take the principles of success and apply them to their organisations straight away. http://www.lancschamber.co.uk/training/exceptional-customer-service-course/
Customer Service is very vital element in building customer relationship and retention of customer. Its remedy for customer retrieval and create loyalty for business.
We need to take control of customer complaints and turn them to our advantage. Customer complaints are good for your business. Approach the customer as soon as you learn they are unhappy.
Customer Service - Going beyond satisfaction. It is no longer enough to have merely satisfied customers. One has to look beyond satisfaction in order to retain customers in today's world.
There is a proven way to build your reputation and achieve 20% growth in business without spending anything on advertising or hours on social media and this course will show you how its done.
This is not a sales course but rather a true “service” based course presented by an Operations Exec with years of experience in managing successful customer service departments.
In this course you will learn how to build your business and your reputation by making simple changes that are easy to implement.
Delegates Will Learn:
Why proper service is critical
How to identify and provide excellent service
What’s in it for you, your departmenat and your organisation
By the end of this course you will have developed a personal action plan to implement in your business immediately and will be thinking very differently about how you go about your business.
If you are serious about building your business or developing your staff to do so for you or if you are open minded enough to examine and adopt additional methods to overcoming obstacles, Exceptional Customer Service is the course for you.
Martyn can show you those small but effective actions which can deliver a sustainable and unassailable advantage over your competitors.
About The Trainer
Martyn Jones has worked with many companies from FTSE100 giants to sole traders and from many different sectors including utilities, nuclear, legal, financial and travel. He has delivered this training for UCLAN and other business schools and with his informative style, enthusiastic, and vast experience he will enable delegates to take the principles of success and apply them to their organisations straight away. http://www.lancschamber.co.uk/training/exceptional-customer-service-course/
Customer Service is very vital element in building customer relationship and retention of customer. Its remedy for customer retrieval and create loyalty for business.
We need to take control of customer complaints and turn them to our advantage. Customer complaints are good for your business. Approach the customer as soon as you learn they are unhappy.
Customer Service PowerPoint PPT Content Modern SampleAndrew Schwartz
163 slides include: understanding the basics of effective customer service, knowing customer wants and expectations, the 4 steps to super service, what to say and addressing excuses, implementing a program and examining behaviors, 7 practical steps to customer service, performance standards and quality, looking to the future, Q& A's, increasing customer satisfaction, the top ten customer complaints, the five most common customer requests, 4 steps to super service, how to's and more.
ReadySetPresent (Customer Service PowerPoint Presentation Content): 100+ PowerPoint presentation content slides. Knowing what your customer wants and needs is the number one factor to excellent customer service. Only by improving one’s customer service can your business develop. Customer Service PowerPoint Presentation Content slides include topics such as: understanding the basics of effective customer service, knowing customer wants and expectations, the 4 steps to super service, 10+ slides on what to say and addressing excuses, 10+ slides on implementing a program and examining behaviors, 7 practical steps to customer service, 30 slides on performance standards and quality, looking to the future, Q& A’s, 5 slides on increasing customer satisfaction, the top ten customer complaints, the five most common customer requests, 4 steps to super service, how to's and more!
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3. 19-3
Questions
■ What services do retailers offer customers?
■ How can customer service build a competitive
advantage?
■ How do customers evaluate a retailer’s service?
■ What activities does a retailer have to undertake
to provide high-quality customer service?
■ How can retailers recover from a service failure?
4. 19-4
Customer Service
The set of activities and programs undertaken by
retailers to make the shopping experience more
rewarding for their customers. These activities
increase the value customers receive from the
merchandise and service they purchase.
6. 19-6
Strategic Advantage
Through Customer Service
■ Good service keeps customers returning to a
retailer and generates positive word-of-mouth
communication, which attracts new customers
■ The challenge of providing consistent high-
quality service offers an opportunity for a
retailers to develop a sustainable competitive
advantage
85 percent of consumers in a survey say they spend more at
retailers that provide good service, and 82 percent say they are
likely to recommend those retailers to their friends and families
7. 19-7
Customer Service Strategies
Personalized Approach
Greater benefits to
customers
Greater inconsistency
Higher cost
Standardized Approach
Lower cost
High consistency
Meets but does not
exceed expectations
8. 19-8
Personalized Approach
Personalized Approach encourages service provider
to tailor the service to meet each customer’s personal needs.
Store – sales associates offer individual customer service
Electronic Channel – instant messaging
Drawback: Service might be inconsistent
Customized service is costly
9. 19-9
Standardization
Standardization Approach is based on establishing a
set of rules and procedures and being sure that they
are implemented consistently.
Retailers that use this approach:
McDonald’s
Wal-Mart
IKEA
Dollar General
Save-A-Lot
The McGraw-Hill Companies,
Inc./John Flournoy, photographer
10. 19-
Cost of Customer Service
High levels of customer service can be costly, but good customer
service is worth an investment
It costs more to acquire customers than to generate repeat business
COST
PROFIT
Starbucks’ decision on spending $40 million by adding work hours
Would reduce net profit by seven cents a share VS
Highly satisfied customers spent 9% more than those who are simply
satisfied
11. 19-
Role of Expectations
Are based on knowledge and experiences
Vary with types of retailers (discount vs. department store)
12. 19-
Perceived Service
Cues used to
assess service
Reliability
Assurance
Tangibility
Empathy
Responsiveness
Perceived Services – evaluations are based on perception
13. 19-
Assessing Service Characteristics
■ Reliability: accuracy of billing, meeting promised delivery
dates
■ Assurance (trust): guarantees and warranties, return
policies
■ Tangibility: appearance of store and salespeople
■ Empathy: personalized service, receipts of notes and
emails, recognition by name
■ Responsiveness: returning calls and emails, giving
prompt service
15. 19-
GAP Model for Improving
Retail Customer Service
■ Knowledge Gap -- knowing what the customer
wants
■ Standards Gap -- setting service goals
■ Delivery Gap -- meeting and exceeding service
goals
■ Communications Gap -- communicating the
service promise
16. 19-
Knowing What Customers Want:
Closing the Knowledge GAP
■ Comprehensive Studies
■ Gauging Satisfaction with Individual
Transactions
■ Customer Panels and Interviews
■ Interacting with Customers
■ Customer Complaints
■ Using Technology
■ Feedback from Store Employees
■ Using Customer Research
The service gap is reduced ONLY when retailers
use this information to improve service.
Steve Cole/Getty Images
17. 19-
Setting Service Standards:
the Standards GAP
■ High quality service
commitment
■ Define the role of
service providers
■ Set service goals
■ Measure service
performance
■ Give information and
training
18. 19-
Commitment to Service Quality
■ Service excellence occurs only when top
management provides leadership and
demonstrates commitment
■ Top management’s commitment sets service
quality standards, but store managers are the
key to achieving those standards
19. 19-
What Does Good Customer Service
Mean?
■ Retailers need to provide clear definition
of this to employees
■ Description of service must be specific
so expectations are clear – Employee
participation in setting service standards
leads to better understanding and
greater acceptance of the goals
■ Service goals should be related to
customer-based criteria
■ Service goals should be measurable
--customer surveys
--mystery shoppers
Royalty-Free/CORBIS
20. 19-
Meeting and Exceeding Service Standards:
the Delivery GAP
■ Provide Instrument and Emotional Support
■ Improve Internal Communications
■ Empower Store Employees
■ Provide incentives
■ Develop Solutions to Service Problems
■ Develop New Systems
■ Use Technology
22. 19-
Support for Service Providers
Instrumental Support – associates need to have
the appropriate systems and the right equipment
to deliver the services
Emotional Support – associates need emotional
support from their coworkers or a concern for the
well-being of others
23. 19-
Empowerment
Means allowing employees at the firm’s lowest
levels to make important decisions regarding
how service is provided to customers
Pick Place’s
FISH Principles:
Choose your attitude
Be there
Make their day
Play
24. 19-
The Target of Empowerment:
Excellent Customer Service
Benefits to Employee:
Stimulates initiative
Promotes learning
Teaches responsibility
Manager’s Approach:
Provide guidance to employees
Train employees to the challengeSteve Cole/Getty Images
25. 19-
Empowerment is Not for Everyone
■ Some employees will not take the responsibility
■ It is expensive for some standardized retailers
■ Empowerment idea is not embraced by all
cultures
Latin America:
• The role of employees is not to make business decisions;
their job is to carry out the decisions of managers
26. 19-
Using Technology
Retailers are using
technology to assist sales
associates in providing
customer service
Kiosks:
-Kiosks can offer opportunity to order merchandise not in
store
-Kiosks can free employees to deal with other customer
requests
-Customers can use kiosk to learn more about
merchandise
-Kiosks can provide customer solutions
(c) image100/PunchStock
27. 19-
More Technology
■ Hand Held Scanners – help to
provide customer service by
allowing customers to scan
large merchandise instead of
struggling with the product to
checkout
■ Intelligent Shopping
Assistants – a device
connected to a shopping cart
with customer database to
provide personalized
information to shoppers
28. 19-
Communicating the Service Promise:
the Communications GAP
The difference between the service provided by
the retailer and the service actually delivered
The Communications Gap can be reduced by
■ Realistic commitments
Corporate ideas – reality of store operations need to be
communicated
■ Managing customer expectations
Provide explanation
Describe how retailer is improving situation
Provide accurate info at point of sale
Inform customers about their role and responsibility in getting
good service
29. 19-
Service Recovery
Service problems and complaints
■ Are an excellent source of
information about the retailer’s
offering
■ Enable the retailer to
demonstrate its commitment to
providing high-quality
customer service
Effective service recovery efforts
increase customer satisfaction,
purchase intentions, and
positive word of mouth, but
less than the level prior to the
service failure
■ Listen to the customer
■ Provide a fair solution
Distributive fairness
Procedural fairness
■ Resolve problem quickly
Reduce number of contacts
Give clear instructions
Avoid jargon
30. 19-
What’s Fair?
■ Distributive fairness – customers want to get what
they paid for
■ Procedural fairness – perceived fairness of the
process used to resolve complaints
Did the employee collect information about the situation?
Was this information used to resolve the complaint?
Did the customer have some influence over the outcome?