Customer Services

‡Strategic Advantage Through Customer Service ‡Customer Evaluation of Service Quality ‡The Gaps Model For Improving Retail Service Quality ‡Service Recovery

Strategic Advantage Through Customer Service

‡ Customer Service Strategy

‡ Customization approach
‡ Instant messaging ‡ Guest ambassadors

‡ Standardization approach ‡ Cost of customer service

Customer Evaluation Of Service Quality

‡ Role of Expectations
‡ Customer delight

‡ Perceived Services
‡ ‡ ‡ ‡ ‡ Reliability Assurance Tangibility Empathy Responsiveness

The Gaps Model For Improving Retail Service Quality

‡ The Knowledge gap ‡ The Standards gap ‡ The Delivery gap ‡ The Communication gap

Knowing What Customers Want: The Knowledge Gap

‡ Researching customer expectations and perceptions
‡ ‡ ‡ ‡ ‡ Comprehensive studies Customer panels and interviews Interacting with customers Customer complaints Feedback from store employees

‡ Using customer research

Communicating The Service Promise: The Communication Gap

‡ Realistic commitments ‡ Managing customer expectations

Meeting and Exceeding Service Standards: The Delivery Gap

‡ Giving information and training ‡ Providing instrumental and emotional support ‡ Improving internal communications and providing support ‡ Empowering store employees ‡ Providing incentives

Setting Services Standards: The Standards Gap

‡ Commitment to service quality ‡ Developing solutions to service problems
‡ Innovative approaches ‡ Using technology

‡ Defining the roles of service providers ‡ Setting service goals ‡ Measuring service performance

Service Recovery

‡ Listening to Customers ‡ Providing a Fair Solution

‡ Distributive fairness ‡ Procedural fairness

‡ Resolving problems quickly

‡ Giving clear instructions ‡ Speaking the customer¶s language