Customer Service

1. Customer Service

2. Purpose of Customer Service • Attract Customers • Keep customers in the store • Influence customers to buy products • If preexisting customers, influence them to buy more!

3. Examples 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.

4. Levels of Customer Service

5. Service Quality • Definition: “The ability of a particular service to satisfy a customer” (used interchangeably with “Quality Service”) • Smiling salesperson vs. sullen salesperson • Giving time to make a quality decision vs. being rushed • Cheerful service vs. irritable/strict customer service

6. Exceptional 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

7. Customer-Friendly Policies • Putting customer satisfaction first • Accepting credit • Accepting returns • Providing free gift wrapping • **All these services are costly to a company**

8. Training • Employee training for dealing with customers • Must be “experiential” • Role-playing • Observation • Supervised experiences

9. Treatment of Employees • Golden Rule! Companies must treat employees well • Employees must feel valued if companies want them to make customers feel valued

10. Employee Actions • Exceptional customer service can be attained when employees 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