Selling the right service Flashcards
On what should the retailers service standard be based on?
A retailer’s service standards should be based on customer’ perceptions.
The retailer needs to know what customers want. Market research can be used to better understand customers’ expectations and the quality of service provided.
Customers look at the following six things when they shop:
Convenience Selection Peace of mind Product knowledge Total service Price
Convenience
It must be easy to buy the product in terms of the location of the store, providing finance or the giving of advice.
Selection
The retailers must provide customers with a selection of goods and services. If retailers listen to what their customers tell them and do thorough market research, they will be able to provide them with a good assortment selection of products.
Peace of mind
Customers want to know that they are buying the right product and that the retailer will help them if they have any problems.
Product knowledge
The salespeople must be familiar with the products the retailer sells, and be able to communicate their knowledge thereof to customers in a way that they understand.
Total service
Includes the service the salespeople provide, thus offering a complete assortment of merchandise, displays and other ways of satisfying customers needs.
Price
Perceived value for money is important to customers. They want to feel that the value they receive by buying the product is equal to or more than the price they pay for it.
Definition of customer service
Customer Service is the set of activities and programmes undertaken by retailers to make the shopping experience more rewarding fro their customers.
These activities increase the value customers receive from merchandise and services they purchases.
Retailers tend to neglect what?
Retailers tend to neglect the expectations of customers and to gather information on their needs.
A major mistake retailers tend to make:
Retailers assume that they know what the customer wants and proceeds from there.
How can the retailer better understand customer wants?
Market Research to understand customers expectations and the quality of service provided.
Regular Service Quality Checks can be done to evaluate and rate the retailers service.
Relationship Marketing
Relationship Marketing has placed a new focus on the customer and how these relationships must be managed.
How is the retail landscape changing?
The advent and improvement of technology.
The use of virtual retail concepts.
Changing customer base.
Change can be due to the following factors:
Life expectancy is now higher
Socio Culture changes
Globalisation etc.
