Fm 262- 3.7.16 - Store sales associated offer individual...

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Chapter 18- Customer Service Customer Service The set of activities and programs undertaken by retailers to make the shopping experience more rewarding for their customers. These activities increase the value customers receive from the merchandise and serve they purchase. Strategic Advantage Through Customer Service Good service keeps customers returning to a retailer and generates positive word-of-mouth communication, which attracts new customers The challenge of providing consistent high-quality service offers an opportunity for retailers to develop a sustainable competitive advantage. Customer Service Approaches Personalized o Greater benefits to customers o Greater inconsistency o Higher cost Standardized o Lower cost o High consistency o Meets but does not exceed expectations Personalized Service Personalized Service encourages service provider to tailor the service to meet each customers personal needs
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Unformatted text preview: Store- sales associated offer individual customer service Electronic Channel- instant messaging Drawback- Service might be inconsistent Customized service is costly Standardized Service Standardization Approach is based on establishing a set of rules and procedures and being sure that they are impended consistently. Cost of Customer Service High levels of customer service can be costly, but goof customer service is worth and investment 1. What is the diff between the personalized and standardized approach. Give specific examples and explain why they use each approach 2. What are the steps in effective service recovery? Provide steps and provide examples. Slide 18 3. What are 4 characteristics of successful of fsp, which allow retailers to reach that obj., provide retailer who exhibits each of characteristics. And why?...
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