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LC WAIKIKI MAGAZACILIK SERVICE
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STANDARDS
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ST 224 Rev. No:04,

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July, 2017
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 Table of Contents
INTRODUCTION ............................................................................................................................................. 3
1. OUR CUSTOMER IS ALWAYS OUR PRIORITY .......................................................................................... 4
2. COMMUNICATION WITH THE CUSTOMER ............................................................................................ 4
When talking with the customers: ............................................................................................................ 4
2.1. First Impression ............................................................................................................................. 5
2.1.1. Outer appearance of our store:............................................................................................. 5
2.1.2. Inner appearance of our store: ............................................................................................. 5

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2.1.3. Appearance of the Staff: ....................................................................................................... 5
2.2. Recognizing and Greeting the Customer....................................................................................... 6
2.3. Acknowledging the Signs ............................................................................................................... 6
2.4. Serving more than one Customer at the same time ..................................................................... 7
3. PRODUCT INFORMATION ...................................................................................................................... 7

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4. FITTING ROOMS..................................................................................................................................... 7
5. ADDITIONAL AND ALTERNATIVE SALES ................................................................................................. 7

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5.1. Additional Sales ............................................................................................................................. 7
5.2. Alternative Sales ............................................................................................................................ 7
6. CASH POINT SERVICE ............................................................................................................................. 8
7. FINAL IMPRESSION ................................................................................................................................ 9

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8. REPLACEMENT AND RETURNS............................................................................................................... 9
9. CUSTOMER COMPLAINTS ...................................................................................................................... 9
COMMUNICATION AMONG US ....................................................................................................... 10
LC WAIKIKI PHONE ANSWERING STANDARD .................................................................................. 10
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12. FREQUENTLY FACED PROBLEMS AND SOLUTIONS ......................................................................... 10
12.1. If the Product That the Customer Wants is not Available in the Store ................................... 10
12.2. If the customer wants a product which is only on the mannequin; ....................................... 11
12.3. If the alarm rings as our customer is leaving the store; .......................................................... 11
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12.4. If the alarm rings as the customer enters the store ................................................................ 11
12.5. If the customer wants to enter the store before opening time or after closing time; ........... 11
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12.6. If the customer wants hanger; ................................................................................................ 12

12.7. If the customer demands to spare the product; ..................................................................... 12
12.8. If we detect a fault on a single product in the store that the customer could not notice ...... 12
12.9. If our customer wants to return a product bought from stores in different countries. ......... 12
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INTRODUCTION

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A good customer service is the cornerstone of LC Waikiki shopping experience. Our customers
expect to be greeted with a smile and to feel good, special and valuable. They demand us to

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meet their requests on time, be knowledgeable about our stocks and to provide fast and
efficient service at cash points. It is our responsibility to meet those expectations and demands.
We should approach our customers by sincerely showing our desire to satisfy them and with a

start and end with a smile.

“Everything starts with a smile”

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respectful, serious, positive and kind attitude. Our communication with each customer should
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 1. OUR CUSTOMER IS ALWAYS OUR PRIORITY
Customer is always our priority in the store. We shall be aware of the customers around us
when organizing stores and folding products and pay attention if they require help.

If we sincerely smile at customers when we first notice them, they would feel more comfortable
when asking help from us. While our customers are looking over the products, we should keep a
proper distance to make them feel comfortable, when we organize the products in the same
fixture. We shall pay attention not to make the shopping of our customers difficult when
arranging and folding products.

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When there are no customers around us, our priority is to ensure that the store is ready for
shopping at any given time, to place the products where they can be easily found by the
customer, and to keep the store clean and neat.

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2. COMMUNICATION WITH THE CUSTOMER

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Communication always starts with a smile, eye contact and positive body language. These
show that we are sincere about pleasing the person whom we are talking to.

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Body language of us has huge impact on our customers. The way how we stand should be
dynamic and give confidence. We should not overdo mimic and gestures.

We shall look into the customer’s face when having conversation with them, and make an eye
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contact which won’t annoy them. We should adjust our voice tone when talking. Our voice tone
shall not be too high or low. We should talk in a tone audible by the customer.
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We should always aim to be helpful, polite, and respectful while talking to our customers. We
shall pay attention to our physical appearance and wear in accordance with the staff uniform
instructions.
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We shall address our customers as “Mr., Ms. or sir” or with their names if we know.

When talking with the customers:

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We should use positive statements such as:

“Let me help you.”
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“I will check it right now for you.”

“Sure.”
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On the other hand, we should not use negative statements such as:
“None.”
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“But…”
“Unfortunately”
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“Sadly.”
“We are very busy right now.”
“That’s all what we have.”

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 “We are not allowed to…”

2.1. First Impression

First impression is a decision that is formed in a very short time in our brain, when we see a
person, a place, or a thing at the first time. Our store and the personnel make the first
impression on the customer with the outer appearance of the store, inner appearance of the
store and the appearance of the staff. The first impression can be either positive or negative. It
is possible to change the judgments at the first impression; however, it is very difficult. Within
this respect, we shall pay attention to these factors that determines the first impression of the

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customer, in order to have positive impact on our customer.

2.1.1. Outer appearance of our store:

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The very first step of the positive impression starts with the outer appearance of our store. For
this positive impact:

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✓ Shop windows shall always be kept clean and there shall be no spots on the windows.
✓ We shall pay attention to the direction of the shop window spotlights and that plaque

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lights work properly, and they are clean.
✓ Shop windows shall be arranged in accordance with the visual merchandising standards.
✓ There shall be no box, garbage, stub, etc. in front of the store.
✓ We shall make sure all the lights of the plaques work and they should be kept clean.
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2.1.2. Inner appearance of our store:
As our customer take their step into the store, lightning and odour of the store, product variety,
color harmony and general tidiness will create a significant effect on customers’ perception.
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Therefore:
✓ Products and equipment shall be placed in line with visual merchandising standards,
✓ The store shall be kept clean. Detailed cleaning shall not be made while there are
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customers inside.
✓ Things which may prevent the customer circulation inside the store such as ladder, box,
etc. shall be put back right after they are used.
✓ Cleanness and tidiness of the fitting room shall be paid attention.
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✓ Store temperature shall be adjusted to 22-24 degree.

✓ Volume of music play and announcements shall not be too high.
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✓ Store odour shall not be strong and disturb the customer.

✓ Shopping carts, other than those of LC WAIKIKI Magazacilik, shouldn’t be used when
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taking products from stockroom to the sections.

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2.1.3. Appearance of the Staff:

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Appearance of the store staff will have impact on the first impression of the customer.
Therefore:

✓ Standard personnel outfit shall be worn,

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 ✓ Personnel outfit shall be clean and ironed,
✓ We shall wear an outfit suitable with our size,
✓ We shall avoid using exaggerated accessories,
✓ We shall pay attention to our personal care,
✓ Beards of male personnel should be smooth and well-kept,
✓ Female personnel shall avoid exaggerated heavy- make up (very light-make up shall be
worn)
✓ We shall wear our name tag.

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2.2. Recognizing and Greeting the Customer
Each customer should be recognized from the moment that he/she enters to the store and we
shall greet, smile, and make an eye contact in order to make them to feel it.

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Each customer that enters our store is greeted with a positive facial expression, smiling and
nodding and we shall say “Welcome Sir”.

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If we are not available to greet our customer right after s/he enters our store, we should
constantly track the customer circulation inside the store. We should make an eye contact with

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the customers and we should go near them when they require help.

When greeting the customer we should avoid using:

× Hi!
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× What are you searching for?
× What are you looking for?
× What kind of product are you looking for?
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× What do you want?

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2.3. Acknowledging the Signs

Customer service in LC WAIKIKI starts by acknowledging that a customer needs help or when
the customer asks for help. We don’t interfere a customer who doesn’t ask for help while s/he is
shopping. However, in order to recognize the customer who needs help, we shall always check
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around us while arranging the sections or making other works in the store. When we
acknowledge a customer who needs help, we should stop what we have been doing and help
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the customer.
Some signs may reveal that the customer asks for help:
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• Searching for the right size among the products,

• Trying a product by holding the product against his/her body
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• Trying to make a combination.

• Trying to reach a product,
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• Picking a product which does not fit him/her.

• If he/she is confused, puzzled or looking around angrily

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 We cannot understand if our customer needs help or not unless we observe them.

2.4. Serving more than one Customer at the same time

Sometimes, we may require serving more than one customer at the same time. If we find
ourselves in this kind of situation, first of all, we shall kindly excuse from the customer that we
are currently helping before we start serving the other customer. We should provide fast and
dynamic services and we shouldn’t let any of our customers left out or neglected.

3. PRODUCT INFORMATION

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Product information includes everything that the customer expects us to know. For example,
size and color range of the product, washing and maintenance instruction, features and benefits
of the product and our ecological product policy

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When providing information about the product to our customer, we should show the value and
importance that we give to our products.

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If we do not know the answer to the question asked by the customer, we should kindly say “I do
not know the answer to your question, let me inform my manager." and kindly request the

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customer to wait.

4. FITTING ROOMS
The possibility to buy a product increases if the customer tries that product. We should guide
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customers to try the products and kindly show them the place of fitting rooms.

We should stay close to fitting room to support them in different size and products. This is a
very good opportunity to present additional product and recommend combinations which may
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be overlooked by the customer or alternative products if the product does not fit. At the same
time, we may also inform customers regarding existing campaigns.
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5. ADDITIONAL AND ALTERNATIVE SALES

5.1. Additional Sales

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When a customer decided to buy a product, we shall definitely recommend additional products.
We shall present products that will match and combined with the product that the customer
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decided to buy, moreover; if there is an existing campaign going on, the customer shall be
informed about it as certain.
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5.2. Alternative Sales

Alternative sales means to recommend a substitute product or a completely different product
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when the product sought by the customer is not available in our store.
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If the product that the customer want is not available in the store, we shall think of other
product options that will meet the customer needs and alternative products shall be
recommended.

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 6. CASH POINT SERVICE
Conducting the proceedings fast and with a smiling face in the cash point and making sure that
our customers leave our stores happily are LC WAIKIKI cash point service policy.

At least one cash register shall always and in every situation provide service In the LC WAIKIKI
Magazacilik stores. If there are more than two customers waiting at the cash register queue and
the other cash registers are closed, a new cash register shall be opened right away. If the cash
registers are located in different sections in the store and if the customer queue is long, new

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cash registers in the other sections shall be opened for service. We should direct our customers
to other available cash registers in the store.
Even though all the cash registers are opened and number of the customer waiting in the cash
point queue is more than the total number of cash register, then at least 2 (or more when

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needed) support personnel among sales assistants shall be provided in the cash point and these
support personnel shall help cash personnel in terms of taking alarm tags off, packing, etc.

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transactions.

We should make an eye contact with the customers when taking their products. We should ask

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“How would you like to make your payment?”.

Before receiving the payment, we should specify the piece and sum of the product saying
“Mr./Ms./Sir, your___ pieces of product cost ___”. We shall inform each customer about the
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campaigns.

At the cash register;

✓ Customer should be greeted with a smiling face,
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✓ Cash register should be clean and tidy,

✓ Information regarding payment methods should be provided,
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✓ (If possible) customer should be addressed with his/her name,

✓ Proceedings should be carried out fast and without fault,
✓ Customer should not be accused of for problems which may arise during payment,
✓ Products should be folded and put in a bag carefully and the secret alarms shall be
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checked by using the final check device.

✓ Our customer’s gift-wrapping request should not be refused. We shall be attentive while
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wrapping the products and we should not pull off the barcodes by hand.
✓ Proceedings shall be conducted in a fast, efficient and energetic manner.
✓ When the process is completed, we should thank our customer and show him/her out
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with a smiling face and appropriate sentences such as;

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• “Thank you for shopping in LC Waikiki”

• Have a nice day/evening”.
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We shall make sure that our customers leave our stores happily.

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 7. FINAL IMPRESSION
The final impression is very important because it will have the permanent impact on the
customer. Therefore:

• Customer should be seen off politely although he/she did not buy anything.
• We should make the first sentence when the customer leaves our store.
• If the store is not very busy we should escort the customer.
• We should smile and act polite when saying goodbye to our customers.

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Hope to see you again Thank you for shopping in LC Waikiki
Bye Goodbye, have a nice day
See you Have a nice weekend

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Take care Celebrating special days (have a nice
Sentences starting with "Please" holiday/year)
(please come again)

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8. REPLACEMENT AND RETURNS

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Product return and replacement is a part of customer service. The reason of return and
replacement should be asked politely and we should try to help our customer with a positive
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attitude. Product return and replacements are perfect opportunities to listen to our customers
and show that we care them.
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How should we treat to customers who will replace or return a product?

✓ Customer should be greeted with a smiling face.

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✓ We should try to thoroughly understand the customer problem.

✓ We should emphasize with the customer and make sure that we are on his/her side.
✓ We should be cheerful and a good listener.
✓ We should make “I understand you” sentence.
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✓ We should be patient and not get angry.

✓ We should not accuse the customer and answer him/her back.
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✓ We should complete product return with a replacement where possible.

✓ Legal procedure should be politely explained to the customer.
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Product return and replacement is a natural right of our customers. This right is given within the
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scope of certain legal procedures.

9. CUSTOMER COMPLAINTS
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Customer complaints are another important opportunity to show our customer-focused

approach. If we can successfully overcome the complaint, the customer may become loyal to
our brand. On the other hand, a poorly managed complaint generally causes the customer to

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 tell his/her surrounding how bad he/she was treated. We should carefully listen to the
complaints of our customers and not interrupt them. We should keep in mind that the
complaint is important to customer although it does not make sense to us. We should positively
respond to their request where possible. We should sincerely apologize for the inconvenience
that we cause. If the complaint seems unreasonable or if the customer shouts or insults we
should immediately call the Store Manager. Store Managers have the right to take appropriate
action.

If the Store Manager cannot provide solution or the customer complains about the store

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manager, we should guide the customer to make his/her complaint to our Customer Services via
Communication Form on our website (www.lcwaikiki.com).

We should also guide our customer to Communication Form on our corporate website to record

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and evaluate his/her further requests, demands and/or suggestions.

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10. COMMUNICATION AMONG US
We should always be respectful and polite to each other even though there is no customer in
the store. We should address each other as Mr./Ms. We should not shout in the sales area and if

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we need to talk to a colleague, we should go closer to him/her. We should speak in low voice
and respectfully with each other.

11. LC WAIKIKI PHONE ANSWERING STANDARD

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We should answer the phone as "Good morning / Good evening / Have a nice day, LC Waikiki
Istinyepark Store, this is Zeynep, how can I help you?” We should talk in an appropriate speed
and clearly to be understood.
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The way how we answer the phone is part of our corporate culture. The customer will know
that s/he will be responded in the same way which ever store s/he calls. The way how we
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answer the phone calls will impact the first impression, the way how we close the phone will
impact on the last impression of the customer. Therefore, we shall answer the phone in
accordance with the LC WAIKIKI Phone answering standard.
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12. FREQUENTLY FACED PROBLEMS AND SOLUTIONS

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12.1. If the Product That the Customer Wants is not Available in the Store
If the product size, style or color that the customer demands is not available in the store we
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should take the following actions:

• We should check whether there is enough product stock in the depot. If there is no
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product in the depot, we can recommend a similar product which is available.

• If this is not appropriate we shall check on the system whether the product is available in
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the nearby stores (if possible). If the product is available on the system, we should
confirm by phone.

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 • We can either transfer the product to our store (if possible), or the customer can go to
that store and buy the product by himself/herself. We should let customer to make the
decision and make the process as easy as possible for the customer.
• If the product can’t be transferred to the store, alternative products shall be
recommended.

At the same time we should;

• Recommend different combinations,
• Present the different color of the same product,

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• Recommend products that are discounted and in special period,
• Show complementary products and accessories,
• Give information about the bank campaign or existing campaigns,
• Present trendy products to the customers.

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12.2. If the customer wants a product which is only on the mannequin;

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We should immediately try to meet our customer's demand. If it takes time to take the
product from display window, we should explain the situation to customer and ask
him/her to come back in 30 minutes or one hour.

This may be embarrassing for our customers. ED

12.3. If the alarm rings as our customer is leaving the store;

• We should immediately apologize and politely say him/her that the alarm might be left
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on a product that he/she bought.
• We should pass the bags from the door detector to detect in which bag the alarm device
was left.
• We should ask the permission of our customer to check the bags.
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• When we find the alarm device, we should apologize for causing disturbance.
• If the customer does not cooperate, we should call the Store Manager.
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12.4. If the alarm rings as the customer enters the store

• We should greet the customer with a smiling face and tell him/her that an alarm might be
left on a product bought from another store.
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• We should recommend him/her to check the bag. If the customer deems appropriate, we
should detect the alarm and explain him/her that he/she needs to take the product back
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to the store where he/she bought it.

• We should tell the customer that he/she will not be able to remove the alarm by
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him/herself and that the alarm will continue to ring in other stores.

12.5. If the customer wants to enter the store before opening time or after closing
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time;
We should smile and politely inform the customer regarding store opening/closing times. We
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should kindly ask the customer to wait until the store opens or come back the next day if
appropriate. If the customer continues shopping although it is closing time, we should let
him/her to complete the shopping. We must not imply in any way that he/she annoys us.

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 12.6. If the customer wants hanger;
We should kindly say “Sir, our products come without hanger, we use hangers in order."

12.7. If the customer demands to spare the product;

We should politely say that we do not spare product. The product is only spared if the customer
realizes that he/she does not have enough money to buy the product when he/she comes to
cash register. In this case, we can spare the product until the end of the day.

12.8. If we detect a fault on a single product in the store that the customer could not

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notice
We should politely say to our customer that “We will try to find this product in another store
but we cannot sell it to you as it is faulty”.

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12.9. If our customer wants to return a product bought from stores in different
countries.

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We should politely explain to our customer that we do not accept replacement or return of
product bought from stores in different countries.

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12.10. If our customer asks any questions about whether product prints, fabrics or
imported products contain any hazardous substances or not:
We should state that we are one of the companies which are the most sensitive in the world to
this issue and explain our ecological product policy. Moreover, “PL 201_Ecological Product
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Policy” document may be printed and shared with the customer or we may suggest customer to
watch the video about our laboratories on our web site.
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