CusLomer Servlce

LroducLlo
W CusLomer servlce ls becoml a key dlffereLlaLl sLraLey
l Lodays compeLlLlve world
W CusLomer servlce ca be referred Lo as a seL of acLlvlLles
ad prorams Lake by a reLall oralszaLlo Lo offer lLs
cusLomers a rewardl shoppl experlece
W 1hese acLlvlLles comprlse Lhe dlffereL sLaes of dlffereL
cusLomer servlce pre LrasacLlo LrasacLlo ad posL
LrasacLlo
W A survey fldl suesLs LhaL Lhe cusLomers o loer
expecL besL quallLy producL aL lowesL prlcesbuL cerLally
expecL a deal LhaL ls falr ad sulLs Lhelr respecL ad dllLy
all SLraLelc AdvaLae
W 8ecause of mass dlsLrlbuLlo of merchadlse lL becomes
hlhly dlfflculL for Lhe reLaller Lo dlffereLlaLe lLself from lLs
compeLlLor solely o Lhe basls of merchadlse offered
W Same rule applles Lo locaLlo ad desl of sLores
W such a slLuaLlocusLomer servlce prorams provldes
reLallers wlLh a hlh level of dlffereLlal advaLae
W LxcelleL cusLomer servlce prorams leads Lo lmproved
cusLomer loyalLy ad proLecLs reLaller from compeLlLlo o
varlous facLors
W 8eLallers should develop Lhelr cusLomer servlce prorams
afLer coslderl Lhe pre LrasacLlo LrasacLlo ad posL
LrasacLlo acLlvlLes Lo sale
all SLraLelc AdvaLae
W SLores LhaL provlde excelleL cusLomer servlce
have Lhe opporLulLy Lo coverL LrasleL
cusLomers lLo Lhelr loyal cusLomers
W 1rasleL cusLomers are Lhose who are
dlssaLlsfled by Lhe cusLomer servlce of a sLore or
Lhose who fld LhaL Lhe producL Lhey are lookl
for ls oL l sLock
W LxcelleL cusLomer servlce makes Lhe cusLomers
repeaL Lhelr purchases aL Lhe same sLore ad
helps eeraLe a poslLlve word of mouLh by
whlch ew cusLomers are aLLracLed
-aLure of CusLomer Servlce
W 1he servlce ad merchadlse offered by reLaller dlffer
o Lwo facLors lLalblllLy ad lcoslsLecy
W CusLomer whlle evaluaLl Lhe merchadlse ca use
may physlcal cues llke colour slze welhL flL eLc8uL
whlle evaluaLl servlcesLhere areL ay such cues
W 1he quallLy of servlce ca vary from sLore Lo sLore
W 1he same salesma ca provlde ood servlce Lo some
cusLomers ad poor servlce Lo oLhers slce lL ls dlfflculL
Lo provlde superlor cusLomer servlce coslsLeLly
CusLomer Servlce SLraLeles
W 8eLallers usually follows 2 approaches
1 CusLomlzaLlo1allorl Lhe oods ad servlces
as per Lhe eeds of cusLomers L helps Lhe
oralzaLlo Lo provlde superlor cusLomer
servlce
2 SLadardlzaLlorocess of coforml
sLadards(a seL of rules ad procedure) whlle
provldl servlce Lo cusLomers
W SLadardlzaLlo helps mllmlze varlous
lcoslsLecles l cusLomer servlce
1ypes of CusLomer Servlces
W re 1ransact|on Serv|ces Pelps Lhe poLeLlal
cusLomers l fldl Lhe sLores merchadlse
offerls easlly
W CoveleL Shoppl Pours
W rovldl lformaLlo perLall Lo exchae
pollcles credlL pollcles prlces of merchadlse
ad merchadlse offered wlLh Lhe help of
caLalos
W rovldl demos for varlous klds of producLs
W 1ransact|on Serv|ce Servlces dellvered Lo
cusLomers whlle Lhey are shoppl l Lhe sLore
ad carryl ouL busless LrasacLlos
W mporLaL LrasacLlo servlces lclude credlL
faclllLles lfL wrappl ad packl persoal
selllexcelleL packal
W ,erchand|se ava||ab|||ty ls a Lype of LrasacLlo
servlce LhaL helps cusLomers locaLe Lhe
merchadlse Lhey wlsh Lo buy1here ca be may
reasos for LhlsCommo oes are
W ,erchadlse sLocked ouL
W ,erchadlse oL bel dlsplayed properly
W CusLomer mlhL oL kow whaL he waLs Lo buy
W LffecLlve merchadlse maaemeL pracLlce well
desled layouL ad sLro ad cusLomer frledly
sales persoel helps l flxl Lhese lssues
W ost 1ransact|on Serv|ces
W Are Lhe servlces provlded by Lhe reLaller afLer Lhe
merchadlse have bee purchased
W ,osL of Lhe reLallers develop cusLomer loyalLy
prorams for reLall Lhelr cusLomers
W ComplalL hadll merchadlse exchae
hadllrepalrlfree servlce ad dellvery are
some of Lhe mosL commo posL LrasacLlo
servlces offered by reLallers
W 1here are several ways l whlch reLallers ca
hadle ad resolve Lhe problem of lLs cusLomers
W Some reLallers may have ceLrallzed rlevace
cellwhlch hadles all Lhe rlevaces of cusLomers
ad makes aLLempLs Lo resolve Lhem
W Some reLallers assl Lhe [ob Lo a slle ldlvldual
who ls frledly ad sympaLheLlc by aLure
W rrespecLlve of Lhe complalL hadll
mechalsm adopLed a reLaller musL follow
Lhe 3 baslc rules
1 CusLomers expecL ad deserve respecLful
LreaLmeL
2 lalr problem solvl ad
3 roper aLLeLlo
W Padll merchadlse reLurs ad exchae ls Lhe
mosL lmporLaL posL LrasacLlo servlce
W L someLlmes ca be dlffereLlal beLwee proflL ad
loss
W A moderaLe exchae pollcy ca bulld cusLomer
oodwlll effecLlvely
W Cfferl servlce ad repalr faclllLles for Lhe
merchadlse bel carrled ca be a key facLor for
aLLracLl ew cusLomers
W Pome dellvery Lhouh a expeslve posL LrasacLlo
servlce ls bel offered by a lcreasl umber of
reLallers Lo lcrease cusLomer saLlsfacLlo
CusLomer LvaluaLlo of Servlce CuallLy
W CusLomers compare Lhe servlces recelved
wlLh Lhe servlces expecLed by Lhem
W 1hls comparlso leads Lo cusLomer
saLlsfacLlo ad dlssaLlsfacLlo
W LxpecLaLlos may vary from cusLomer Lo
cusLomer ad from reLaller Lo reLaller
W LxpecLaLlos are based o Lhe kowlede ad
experlece of Lhe cusLomer
aps ,odel for mprovl Lhe CuallLy
of Servlce
W 1he aps ,odel for lmprovl Lhe quallLy of
servlce lves lslhL lLo varlous obsLacles LhaL
may hlder a reLallers ablllLy Lo close or
oLherwlse mllmlze Lhe ap beLwee Lhe
cusLomers expecLaLlos ad percelved servlce
W 1he facLors LhaL lfluece Lhe cusLomers
expecLaLlos are adverLlsl ad sales
promoLlo persoal eeds word of mouLh
publlclLy ad compeLlLlve offerls
W 1he success of a reLaller l developl
superlor servlces lles l udersLadl Lhe
waLs ad eeds of cusLomers ad how
cusLomers evaluaLe Lhe merchadlse ad
servlces recelved
W 1here are flve key poLeLlal aps LhaL a reLaller
should udersLad l order Lo evaluaLe Lhe
servlce saLlsfacLlo
ap 1 Lack of kowlede reardl cusLomer
expecLaLlos or Lhe kowlede ap
ap 2 Lack of approprlaLe servlce sLadards or Lhe
sLadard ap
ap 3 lallure Lo dellver Lhe promlsed servlce
sLadards or Lhe dellvery ap
ap 4 lallure Lo dellver Lhe performace as per Lhe
promlses made or Lhe commulcaLlos ap
ap 3 LasLly Lhe ap l Lhe cusLomers servlce
expecLaLlos ad cusLomers eeds
Servlce 8ecovery
W CusLomer ComplalLs are a excelleL source of
lformaLlo Lo [ude Lhe quallLy of merchadlse
ad servlce bel provlded
W 8eLallers ca modlfy Lhelr servlce prorams o
Lhe basls of lformaLlo recelved Lhrouh
complalLs Lhus lmprovl cusLomer saLlsfacLlo
W 8eLallers o ldeLlfyl a correcLable problem Lry
Lo solve lL lsLaLly ad apololze for Lhe Lrouble
caused
W mosL of Lhe slLuaLlos lL ls oL posslble Lo
ldeLlfy Lhe cause of problem
W all cases such sLeps should be Lake for
servlce recovery
1 LlsLel Lo cusLomers
2 rovldl a falr soluLlo
3 8esolvl Lhe problem qulckly