Scribd Logo
Unggah

Selamat datang di Scribd!

  • Customer Service in Retail

    Diunggah oleh

    nandini11
    165 tayangan14 halaman
    The document discusses key aspects of customer service in retail. It defines customer service and outlines its goals of operational productivity and customer satisfaction. It explores principles of distinctive service like identifying key customers and empowering employees. It also examines ways to measure service gaps, gather customer information to encourage loyalty through programs, and leverage customer relationship management to better meet customer demands through a tailored experience. The role of personal selling and the retail selling process are also summarized.

    Deskripsi Asli:

    Hak Cipta

    © Attribution Non-Commercial (BY-NC)

    Format Tersedia

    PPT, PDF, TXT atau baca online dari Scribd

    Apakah menurut Anda dokumen ini bermanfaat?

    Apakah konten ini tidak pantas?

    Laporkan Dokumen Ini
    The document discusses key aspects of customer service in retail. It defines customer service and outlines its goals of operational productivity and customer satisfaction. It explores principles of distinctive service like identifying key customers and empowering employees. It also examines ways to measure service gaps, gather customer information to encourage loyalty through programs, and leverage customer relationship management to better meet customer demands through a tailored experience. The role of personal selling and the retail selling process are also summarized.

    Hak Cipta:

    Attribution Non-Commercial (BY-NC)
    Unduh sebagai PPT, PDF, TXT atau baca online dari Scribd
    Tandai sebagai konten tidak pantas
    165 tayangan14 halaman

    Customer Service in Retail

    Diunggah oleh

    nandini11
    The document discusses key aspects of customer service in retail. It defines customer service and outlines its goals of operational productivity and customer satisfaction. It explores principles of distinctive service like identifying key customers and empowering employees. It also examines ways to measure service gaps, gather customer information to encourage loyalty through programs, and leverage customer relationship management to better meet customer demands through a tailored experience. The role of personal selling and the retail selling process are also summarized.

    Hak Cipta:

    Attribution Non-Commercial (BY-NC)
    Unduh sebagai PPT, PDF, TXT atau baca online dari Scribd
    Tandai sebagai konten tidak pantas
    dari 14

    Customer service in retail

    12/30/2012

    Swapna Pradhan

    The Concept of Customer Service


    Customer service is a task, other than proactive selling, that involves interactions with customers in person or by telecommunications, mail or automated processes. It is designed, performed and communicated with two goals in mind: operational productivity and customer satisfaction
    Source: Designing & Managing the Customer Service Function, C.H.Lovelock
    12/30/2012 Swapna Pradhan 2

    Customer Service Customer Satisfaction

    12/30/2012

    Swapna Pradhan

    Customer Service as a part of Retail Strategy


    The concept of value Value Improvement Value Extension

    12/30/2012

    Swapna Pradhan

    Principles of distinctive service


    1. Identify key customers, listen and respond to them 2. Define superior service and establish a service strategy 3. Set standards and measure performance 4. Select, train and empower employees to work for the customer 5. Recognize and reward accomplishment
    Source: The Service Edge, Ron Zemke & Dick Schaff
    12/30/2012 Swapna Pradhan 5

    Measuring the gaps in service


    The Knowledge Gap The Standards Gap

    The Delivery Gap


    The Communications Gap

    12/30/2012

    Swapna Pradhan

    Gathering Customer Information & Encouraging Loyalty

    Loyalty Programmes

    12/30/2012

    Swapna Pradhan

    Loyalty Strategies
    Pull Loyalty Strategies Pure Loyalty Strategies Push Loyalty Strategies Purchase Loyalty Strategies Purge Loyalty Strategies

    12/30/2012

    Swapna Pradhan

    Characteristics of a good loyalty programme


    1. Visibility
    2. Simplicity 3. Value 4. Trust

    12/30/2012

    Swapna Pradhan

    Customer Relationship Management


    A process of collecting information about customers and aligning and remodeling

    the organisation strategy to meet the


    customers demand

    12/30/2012

    Swapna Pradhan

    10

    How CRM benefits the retailer


    Customer needs
    Product choice Access Support Value

    Retailer traditionally provides


    Range selection
    Channel choice

    CRM benefits customer


    by enabling

    Tailored range Consistent experience


    Enhanced service

    Information
    Scale efficiencies

    Customer defined Value

    12/30/2012

    Swapna Pradhan

    11

    Number of Custome rs

    Instore PoS

    Value per custo mer Targeted Direct Mail Added value


    services

    Advertising
    Merchandising

    Tailored cross learning based relationship


    Most Valuable Segments

    Lower Value Segments

    Growable Segments

    . . . it DOES NOT mean 1:1 marketing to them all

    12/30/2012

    Swapna Pradhan

    12

    The Role of Personal Selling


    The Retail Sales Person plays a vital role in his interaction with the customer by being : A source of information

    A fashion or value counselor


    A public relations representative A mover of stock A seller of merchandise
    12/30/2012 Swapna Pradhan 13

    The Retail Selling Process


    Acquiring Product/ Merchandise Knowledge Studying the Customer Approaching the Customer

    Presenting the Merchandise


    Overcoming Resistance Suggestive Selling Closing the Sale
    12/30/2012 Swapna Pradhan 14

    Anda mungkin juga menyukai