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.
It has become more important to build relationships with customers due to:
Increasing supply
Decreasing demand
More clever competition.
The recession of 2009 placed new emphasis on the customer.
Trend is back to …
Basic marketing
Basic customer service
Comment Cards
Can be used effectively to determine what kind of service a retailer is providing.
Customers who tend to fill these in are either very satisfied or very upset.
Either way the retailer will be able to evaluate the strengths and weaknesses of the business and take action as needed.
The objectives of customer service can be divided into the following four categories:
Integrity
Convenience and shopping ease
A pleasant shopping environment
Personal shopping services
Integrity
guarantees
product quality
return and exchange policies
Convenience and shopping ease
How the store is laid out. Available and close parking. Shopping Hours Location of shop Payment methods
A pleasant shopping environment
The atmosphere must be conducive to buying.
The lightning
The colours
The music
Decor
Pay Points etc. must be acceptable to the customers
Personal shopping services
Knowledgable sales personnel
Merchandise availability
Informations on Products
Forms of Customer Service
Credit Delivery Return of goods Telephone and fax facilities Trolleys Facilities for customers with special needs Trade ins Out-of-stock Adjustments After Sales service and guarantees Gift wrapping and packaging Parking A playground or child care Shopping services such as telephone, in-home and personal shopping. Fitting Rooms Installations Refreshments Toll-Free numbers Restrooms and other conveniences Bulletin Boards Registration Extended Shopping Hours Banking Facillities
Pre Purchase Services
Accepting telephone orders Accepting mail orders Advertising Window Display Interior Display Fitting Rooms Shopping Hours Fashion Shows Trade-ins
Post Purchase Services
Delivery Regular wrapping or bagging Gift wrapping Adjustments Returns Alterations Tailoring Installations Engraving
Ancillary Services
Cheque cashing General Information Free parking Restaurants Repairs Interior Decorating Credit Rest Rooms Baby attendant service COD Delivery
Customer Service can be classified into three groups:
Pre Purchase Services
Post Purchase Services
Ancillary Services
