1243016672_Chap019(2) - 19-1Knowing What Customers...

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Unformatted text preview: 19-1Knowing What Customers Want:Closing the Knowledge GAPComprehensive StudiesGauging Satisfaction with Individual TransactionsCustomer Panels and InterviewsInteracting with CustomersCustomer ComplaintsUsing TechnologyFeedback from Store EmployeesUsing Customer ResearchThe service gap is reduced ONLY when retailersuse this information to improve service.Steve Cole/Getty Images19-2Setting Service Standards: the Standards GAPHigh quality service commitmentDefine the role of service providersSet service goalsMeasure service performanceGive information and training19-3Commitment to Service QualityService excellence occurs only when top management provides leadership and demonstrates commitmentTop managements commitment sets service quality standards, but store managers are the key to achieving those standards19-4What Does Good Customer Service Mean?Retailers need to provide clear definition of this to employeesDescription of service must be specific so expectations are clear Employee participation in setting service standards leads to better understanding and greater acceptance of the goalsService goals should be related to customer-based criteriaService goals should be measurable--customer surveys--mystery shoppersRoyalty-Free/CORBIS19-5...
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1243016672_Chap019(2) - 19-1Knowing What Customers...

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