Professional Documents
Culture Documents
Customer Service
McGraw-Hill/Irwin
Retailing Management, 7/e
Store Management
Managing
the Store
Layout, Design,
and Visual
Merchandising
Chapter 18
Chapter 17
Customer
Service
Chapter 19
19-2
Questions
What services do retailers offer customers?
How can customer service build a competitive
advantage?
How do customers evaluate a retailers service?
What activities does a retailer have to undertake
to provide high-quality customer service?
How can retailers recover from a service failure?
19-3
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.
19-4
19-5
Strategic Advantage
Through Customer Service
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
Standardized Approach
Lower cost
High consistency
Meets but does not
exceed expectations
19-7
Personalized Approach
Personalized Approach encourages service provider
to tailor the service to meet each customers personal needs.
Store sales associates offer individual customer service
19-8
Standardization
Standardization Approach is based on establishing a
set of rules and procedures and being sure that they
are implemented consistently.
19-9
COST
PROFIT
19-10
Role of Expectations
Are based on knowledge and experiences
Vary with types of retailers (discount vs. department store)
19-11
Perceived Service
Perceived Services evaluations are based on perception
Tangibility
Reliability
Cues used to
assess service
Assurance
Empathy
Responsiveness
19-12
19-13
19-14
19-15
19-18
19-19
19-20
19-22
Empowerment
Means allowing employees at the firms lowest
levels to make important decisions regarding
how service is provided to customers
Pick Places
FISH Principles:
Choose your attitude
Be there
Make their day
Play
19-23
19-24
Latin America:
The role of employees is not to make business decisions;
their job is to carry out the decisions of managers
19-25
Using Technology
Retailers are using
technology to assist sales
associates in providing
customer service
Kiosks:
-Kiosks can offer opportunity to order merchandise not in
(c) image100/PunchStock
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
19-26
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
19-27
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
19-28
Service Recovery
Service problems and complaints
Are an excellent source of
information about the retailers
offering
Enable the retailer to
demonstrate its commitment to
providing high-quality
customer service
Distributive fairness
Procedural fairness
19-29
Whats Fair?
Distributive fairness customers want to get what
they paid for
Procedural fairness perceived fairness of the
process used to resolve complaints
19-30