Customer Service and Sales PDF

CUSTOMER SERVICE AND SALES Objectives: .. DISCUSS the key skills • Define key terms. and characteristics • Identify the importance of quality customer service. required to deliver quality customer service. Company Brand and Culture A company brand is the overall impression gathered from in...

CUSTOMER SERVICE AND SALES Objectives: .. DISCUSS the key skills • Define key terms. and characteristics • Identify the importance of quality customer service. required to deliver quality customer service. Company Brand and Culture A company brand is the overall impression gathered from information that is seen, heard and experienced by customers who encounter a business and its products and services. It is influenced by advertising, marketing, personal and online interactions and in-store service experiences. Rather than just a logo, the company brand describes how people feel about the company and how they do business. A brand promise is an extension of the company brand, a benefit of doing business with them. Quality customer service is a key brand promise for retailers. The goal is for each customer to have a positive service experience that meets or exceeds their expectations. Delivering on brand promises enhances a retailer's reputation. Product brands are associated with specific merchandise and may be offered at multiple retailers. For example, Procter & Gamble is a company brand; Tide is a product brand that they manufacture. Sometimes company brands are also product brands sold in multiple retail stores-for example, Starbucks, the company brand, produces Starbucks Coffee K-cups, available in many retail locations. Company culture is the unique way that an organization's employees interact with each other and with customers. Think of it as the personality of the business, "It's the way things get done and the way people think around here." Company culture can provide additional expectations for delivering on the company's brand promises. ©2019 NRF FOUNDATION. ALL RIGHTS RESERVED.