Customer Service

Attract Customers Keep customers in the store Influence customers to buy products

If preexisting customers, influence them to buy more!

Purpose of Customer Service

Helping with buying decision Examples: bridal registry, credit, test drive,

dressing rooms, etc. Help with use of product

Examples: gift wrapping, installation, technical support, training, etc.

Services for customer comfort and enjoyment Examples: music, location, restrooms, valet

parking, etc.

Examples of Customer Service

Level of service

Number of services

# of Salespeople

Prices Quality of Merchandise

Store Image

Examples 

Self Basic None or one Low Normally low Budget Vending machines, discount stores, supermarkets, internet

Limited Basic plus extras

Few Moderate Moderate Value Department stores, chain stores

Full Basic plus many extras

Many High High Prestige Upscale department stores/specialty stores

Levels of Customer Service

Service that meets and exceeds customers’ needs, going “above and beyond”

Company Actions to establish exceptional customer service: Customer Friendly Policies Training Treatment of Employees

Exceptional Customer Service

Putting customer satisfaction first Accepting credit Accepting returns Providing free gift wrapping

**All these services are costly to a company**

Customer-Friendly Policies

Exceptional customer service can be attained when salespeople act the following ways: With honesty, respect, and integrity Treat customers and coworkers with respect and dignity Smile Maintain eye contact Are positive Address problems upfront and immediately Take pride and care in personal appearance Know/uphold company policies

Salesperson Actions