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Strategic Advantage
Through Customer Service
85 percent of consumers in a survey say they spend more at retailers
that provide good service, and 82 percent say they are likely to
recommend those retailers to their friends and families
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Standardized Approach
Lower cost
High consistency
Meets but does not exceed
expectations
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Personalized Approach
Personalized Approach encourages service provider
to tailor the service to meet each customers personal needs.
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Standardization
Standardization Approach is based on establishing a
set of rules and procedures and being sure that they
are implemented consistently.
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PROFIT
COST
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Perceived Service
Perceived Services evaluations are based on perception
Tangibility
Reliability
Cues used to
assess service
Assurance
Empathy
Responsiveness
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Assessing Service
Characteristics
Reliability: accuracy of billing, meeting promised
delivery dates
Assurance (trust): guarantees and warranties, return
policies
Tangibility: appearance of store and salespeople
Empathy: personalized service, receipts of notes and
emails, recognition by name
Responsiveness: returning calls and emails, giving
prompt service
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Using Technology
Retailers are using
technology to assist sales
associates in providing
customer service
Kiosks:
-Kiosks can offer opportunity to order merchandise not in
store
-Kiosks can free employees to deal with other customer
requests
-Customers can use kiosk to learn more about
merchandise
-Kiosks can provide customer solutions
Module Code and Module Title
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More Technology
Intelligent Shopping
Assistants a device
connected to a shopping cart
with customer database to
provide personalized
information to shoppers
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Provide explanation
Describe how retailer is improving situation
Provide accurate info at point of sale
Inform customers about their role and responsibility in getting
good service
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Service Recovery
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Distributive fairness
Procedural fairness
Reduce number of contacts
Give clear instructions
Avoid jargon
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Whats Fair?
Distributive fairness customers want to
get what they paid for
Procedural fairness perceived fairness of
the process used to resolve complaints
Did the employee collect information about the situation?
Was this information used to resolve the complaint?
Did the customer have some influence over the outcome?
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