Customer Services

H&M is a retailing company that provides high quality of services to customers in

order to meet or exceed customers’ expectations. Firstly, H&M has pre-transaction
services that provide customer prior to entering the store. H&M retail stores are set at
a comfortable temperature and provide trending music to make customer enjoying
while shopping. Therefore, customers want to stay longer in the stores. Other than
that, the price and information of product of H&M are displayed clearly and
accurately for customers that more easily to navigate. Website of H&M contains a lot
of informative, clear and detail information of the products to let customer know more
before make the decision of purchasing.

In addition, transaction services of H&M are services that provided to customers

when they are shopping in the store and transacting. H&M has provide many choice
of payment methods. For example, cash, debit card and credit card with different type
of banks to make the ease with potential customer can shop and make transaction.
(H&M 2019) Moreover, H&M has make sure their merchandise is always available in
all their retail store so customer are satisfied with their services. Besides, customer
can order products online through website of H&M to increase conveniences for
customer who are busy and no time to physical stores for shopping.

Lastly, H&M provides post-transaction services to customer when they have any
complaints, merchandising returns and delivery after they purchased their
merchandise. H&M provide online shopping and deliver to many countries including
Malaysia which more convenience to those customer who are busy to physical stores
shopping. Besides, customer are allowed to track their parcel anytime to ensure parcel
safety. (H&M 2019) Furthermore, H&M allow customer to return their item when
they not satisfy with their items and just fill out the Return Form included the parcel
and send the items back to H&M if the customer decided to return the parcel. Next,
for those customers who are want to complaint about the service experience and
overall shopping experience also need to fill up a form or card and then put inside a
box that provided by H&M which is just an easy way to do. (H&M 2019)
Recommendation

First and foremost, H&M should provide personal shopping for customer to enjoy the
premium services. H&M should employ some personal shoppers in all their stores in
Malaysia to help and assist customers by giving advice and make suggestions for their
outfits which as their personal stylist. Besides, the personal shoppers should have
knowledgeable and professional in fashion, trending and senses on clothing to find the
best outfits which is most suitable for the customer. Customers also can discuss their
preferences and keep trying on all the outfits with the personal stylist in order to find
the best matching outfits together in the stores by receiving useful tips and advice
from personal shopper to satisfy customers’ needs. Therefore, increase customers
shopping experience in H&M that lead to enhance its own brand image.

In addition, H&M should be focus on creating an exceptional in-store experience with

useful services and interesting new technology to make sure the shopper wants to get
to the checkout in the first place. H&M should set up a self-scan check out station in
their stores in Malaysia which customers scan their items, make payment and pack
their items with paper bag by themselves without the assistance of clerk. Moreover,
self-check out counter will created a more spacious and great experience for
customers due to it enable faster and efficient payment with hassle-free so that
customer are more willing to make purchase without hesitation. Thus, increase sales
of H&M and result in financial gain in the economic market.

Furthermore, H&M should be improving on their own website because customers are
more likely and prefer online shopping rather than physical store shopping due to they
are embracing with e-commerce nowadays and no time for physical stores shopping.
H&M should puts more attractive quotes on their home page to generate interest of
customer and more willing to stay on the website or app due to their website and app
are poor designed. H&M also should have more promotions and sales on website and
app to attract more customer. Besides, H&M can add some videos to display more
detail information of the item because pictures and words may not enough to show the
item.Moreover, H&M should reduces delivery cost or offers free delivery if purchase
more items for customer due to delivery fee is RM24.90 which is quite expensive so
that lower the shipping fee will encourage the customer to make payment. Hence,
H&M should enhance and solve the problems responsiveness to satisfy customer.
Lastly, H&M should enter a new market as investment which is targeting over 60
aged population that with high spending and purchasing power compare to the young
and fashionable customers. H&M should focus on this customer segmentation by
introducing large scales of clothes, shoes and accessories which can create a new sub-
brand name in order to maintain their main customer based perception for the brand
successfully and all the manufacturing process still remain the same as is, so that
H&M are able to increase the productivity and sales that lead to strengthen their
position in the market.

H&M 2019, ‘Returns’, viewed 21 July 2019,

<https://www2.hm.com/en_us/customer-service/returns.html>

H&M 2019, ‘Payments’, viewed 21 July 2019,

<https://www2.hm.com/en_us/customer-service/payments-info.html>

H&M 2019, ‘Delivery’, viewed 21 July 2019,

<https://www2.hm.com/en_asia1/customer-service/shippinganddelivery.html>