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Customer Services and Retail Selling

Customer Services and Retail Selling. By Kevin Scofield Blaine Yamamoto. Chapter 12 Overview. Customer Service: all activities performed by the retailer that influence… The ease with which a potential customer can shop or learn about the retailer’s offering

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Customer Services and Retail Selling

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  1. Customer Services and Retail Selling By Kevin Scofield Blaine Yamamoto

  2. Chapter 12 Overview • Customer Service: all activities performed by the retailer that influence… • The ease with which a potential customer can shop or learn about the retailer’s offering • The ease with which a transaction can be completed once the customer attempts to make a purchase • The customer’s satisfaction with the transaction • High-quality service: delivering service that meets or exceeds customers’ expectations • Relationship Retailing: includes all the activities designed to attract, retain, and enhance customer relationships

  3. Chapter 12 Overview • Why is Relationship Retailing Important? • Loyal customer are less price conscious and less prone to shop other retailers selling the same merchandise mix • A study by the U.S. Office of Consumer Affairs revealed that it costs a retailer five times as much money to attract a new customer as it does to get a former customer to return • Instead of trying to maximize profits, retailers are focusing on building a mutually beneficial relationship with their customer

  4. Chapter 12 Overview • High-performance retailers can develop these relationships with their customers by offering two benefits: • Financial • Frequent purchaser discounts • Product upgrades • Social • Must offer excitement and entertainment

  5. Chapter 12 Overview • Common Customer Services • Pre-transaction Services • Convenient Hours • Transaction Services • Credit • Gift wrapping and Packaging • Merchandise Availability • Post-transaction Services • Complaint Handling • Merchandise Returns

  6. The Nordstrom Way • Gold Standard for Customer Service • Empowering Front-line People • Nordstrom Salespeople Make Decisions as if Managing Own Business • Thinking Like the Customer • In Customers Shoes • Thinking More About Own Organization, Processes, and Rule Book

  7. Nordstrom Way (Cont.) • At Nordstrom • Taking Customers to Fitting Rooms • Walk Around Counter and Hand Their Purchase • Answer Telephone Within Three Rings • Send Thank-You Notes and Call Customers • Generous Return Policy

  8. Nordstrom Way (Cont.) • Not in the Apparel, Shoe, or Cosmetic Business • In the Customer Business • What it Takes? • Courage • Dedication • A Way of Life

  9. Nordstrom Of………. • Brand of a Business Philosophy • We are the Nordstrom of…….. • Civil Engineering • Plumbing • Heating and Air Conditioning • Funeral Homes • Hospitals

  10. Questions?

  11. Sources • http://seattlepi.nwsource.com/business/28924_nord_way26.shtml • http://www.uch.edu/content/maternity/content.asp?id=4D15B6BB286D4FEF8417F9D664B7D8FD&title=Birthing%20Center%20Postpartum%20Room • http://triad.bizjournals.com/dayton/stories/2005/05/02/story5.html?page=1 • Beasty, Colin,CRM Magazine; May2005, Vol. 9 Issue 5, p18, 2p, 5c

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