ChapterCustomer Service

Strategies

11

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Section 11.1

In-Store Customer Service

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Objectives• Discuss the roles of personnel and

services as elements of in-store customer service.

• Explain why retailers extend credit to customers.

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Key Terms• customer service• attitude• gift registry• personal shopper• corporate gift service• consumer credit• installment loan• customer loyalty

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Personal Customer Service

• Customer service is the ability to provide a product or service in the way it has been promised

• Provided through personnel and customer services

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Personal Customer Service (Continued)

• Personnel – Include sales associates, cashiers, managers,

and customer service representatives– Common customer service values• Product knowledge• Company knowledge• Attitude. The way a person looks at the world

and responds to events• Communication skills• Tolerance

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Personal Customer Service (Continued)• Customer services vary by retailer– Alterations, returns, delivery and installation,

extended store hours, child care– Gift registry. In-store wish list complied by

customers– Personal shoppers. Help select products for

individual customers based on customer’s preferences

– Corporate gift services. Store consultant works with corporate representative to make gift selections

• Market research may help determine which services are appropriate for a store

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Credit

• Credit is considered a customer service strategy

• Consumer credit is credit given to individual consumers by a retail business– Proprietary credit cards. May only be used in

the stores that issued them– Installment loans. Loans paid in regular

payments, usually with interest, until the loan is paid in full

– Extending credit creates customer loyalty, which is the continued and regular patronage of a business

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Section 11.2

E-tail Customer Service

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Objectives• Explain the importance of e-tail customer

support.• Describe training considerations for off-

site customer service personnel.• Summarize the importance of ergonomics

in the workplace.

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Key Terms• call center• customer service flow chart• asynchronous service• automated e-mail• synchronous service• ergonomics

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E-tail Customer Support

• E-tail customer support may be provided through call centers or online support

• Call centers are remote facilities typically operated by third-party customer support organizations– Customer service representatives are trained

to answer questions– Customer service flow charts. Graphic map

of possible customer questions and answers

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E-tail Customer Service (Continued)

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E-tail Customer Service (Continued)• Online support can be asynchronous or

synchronous– Asynchronous service. Response to a customer

question comes at a later time or date• Automated e-mail. Computer-generated response

to a customer e-mail• E-mail• Web forms• Self-service• Blogs and message boards

– Synchronous service. Customer receives a response in real time• Telephone call• Online chat

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E-tail Customer Service (Continued)

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E-tail Customer Service Personnel

• Product knowledge– E-tail customer service employees may not

have first-hand product experience– May rely on product reference materials

• Communication skills– Positive employee actions result in customer

satisfaction– Active listening– Pace information– Use appropriate grammar and vocabulary

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Workplace Ergonomics• Ergonomics is the science of designing and

arranging things people use so they can interact efficiently and safely

• Includes designing workstations to fit the unique needs of the worker and the equipment used– Eyes. Minimize glare and monitor 18–30 inches

away – Wrists and arms. Parallel to the floor and

periodically stretch– Neck and back. Top of computer screen is near

the line of sight and good back support and posture– Legs. Thighs parallel to the ground and feet flat

on the floor

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Workplace Ergonomics (Continued)

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Review1. Identify common customer service values

shared by most retail employees.Common customer service values shared by most retail employees include product knowledge, company knowledge, attitude, communication skills, and tolerance.

2. Distinguish between asynchronous and synchronous services.Asynchronous service is when a customer asks a question and the response comes at a later time or date. Synchronous service is a when a customer asks a question and receives a response in real time. Having a staff of representatives to instantly respond to customers takes manpower, equipment, and space.