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Module-2
Strategies for Customer
Service
Presented by:
Amit Gadhiya
Ankita Gorasia

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What is customer service?

 Customer service is the set of
activities & programs undertaken by
retailers to make the shopping
experience more rewarding for their
customers .

 These activities increase the value

customers receive from the
merchandise & services they
purchase.

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Concept Of Customer Service

 “ Customer service is a task, other than
proactive selling, that involves interactions
with customers in person or by
telecommunications, mail or automated
processes. It is designed, performed and
communicated with two goals in mind:
operational productivity and customer
satisfaction”

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Importance Of Service In Retail

 Contributes to the image of the store
 Depends upon the type of product sold
 Also depends upon the type of retail outlet

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Characteristics of customer
service
1) Assurance
2) Tangibility
3) Reliability
4) Empathy
5) Responsiveness

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Customer Service As A Part Of

Retail Strategy
 Identify the key customers and listen and
respond to them
 Define superior service and establish a
service strategy
 Set standards and measure performance
 Select, train and empower employees to
work for customer
 Recognize and reward accomplishments

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Customer service strategies

Mainly 2 types:
1) Customization approach

2) Standardization approach

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1) Customization approach

 Itrelies on the performance of sales

associates or the degree to which customer
interactions can be customized using an
electronic channel.

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E.g.: Reliance fresh

sales people use a
customized
approach to tailor
their service to
match the needs of
their individual
customers.

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2)Standardization approach
 It relies more on policy, procedures, store,
web site design and layout.
 It is based on establishing a set of rules &
procedures and being sure that they are
implemented consistently.

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E.g.: Through,
standardization
customer receive
the same quality
of food and
service at
McDonald
restaurants across
the globe.

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Customer evaluation of service

quality
 When customers evaluate retail service,
they compare their perceptions of the
service they receive with their expectations.
 Customers are satisfied when the perceived
service meets or exceeds their expectations.
 They are dissatisfied when they feel the
service falls below their expectations.

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Gap model for improving retail

service quality
 To retailers need to reduce the service gap ( the
difference between customers expectations and
perception of a customer service) to improve
customer’s satisfaction with their service.
 Four factors affect the service gap:

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The Gaps In Service

1) Knowledge gap
2) Standards gap
3) Delivery gap
4) Communication gap

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A Conceptual Model Of Service

Quality

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Customer Relationship
Management

A process of collecting information

about customers and aligning and
remodeling the organization strategy
to meet the customer’s demand.

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How CRM Benefits The Retailer

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Enhancing Customer Value

Through CRM

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What is customer loyalty?

 The term customer loyalty is a

process, a program, or a group of
programs geared toward keeping a
client happy so he or she will provide
more business.

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Gathering Customer Information

And Enhancing Loyalty
 Retailers gather customer information to
deliver products and services best-suited for
a customer

 Loyalty programmes-Encouraging loyalty

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Characteristics Of A Good
Loyalty Programme
 Visibility
 Simplicity
 Value
 Trust

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