Topic 3: Customer Service (Part A) - PDF

Topic 3: Customer service (Part A)  Learning outcomes  Describe the importance of customer service in retail contexts  Recognise the need for quality customer service  Identify different approaches to customer service  Describe different types of retail customer...

Topic 3: Customer service (Part A)  Learning outcomes  Describe the importance of customer service in retail contexts  Recognise the need for quality customer service  Identify different approaches to customer service  Describe different types of retail customer service  Understand how customers evaluate their retail service experiences  Gap 4: Promises do not match delivery Understanding expected service Gap 3: Service performance gap 4. Convenience How the expected Gap 2: Wrong service is built up Different kinds of 3. Speciality service quality by the customer shoppers standards 2. Shopping Gap 1: Not knowing Dimensions of Consumer motives what customers 1. Convenience service quality for shopping expect Identify causes of Consumer New goods are Introduction problems behaviour classified Winning & Keeping Customers Consumer How customers How customers behaviour during perceive risk assess outlets 1. Social economic change 2. Factors that Consumer behaviour Psychological influence a during periods of 3. Physical consumer while shortages, inflation & 4. Future inside a store recession opportunity costs Understanding impulse 5. Functional buying behaviour 6. Financial 7. Time loss 8. Source risk How consumers reduce risk The importance of customer service Good Happy custome custome r service rs Repeat Better purchas profits es Increase d sales Two Aspects of Service Customer relations versus customer service The procedural aspect Consist of the established systems and procedures to deliver products and/or services Service The personal aspect How service providers (using their attitudes, behaviors, and verbal skills) interact with customers Service business types The Factory The Freezer Good in procedural service, Low in both personal and bad in personal service. procedural service. Motto Motto : “You are number. : “We don’t care” We are here to process you” The Friendly Zoo Quality Customer Service Bad in procedural service, Excellent in both the good in personal service. personal and procedural Motto : “We are trying dimensions. Motto : ‘We hard, but don’t really care and we deliver” know what we are doing”  Types of customer service approaches:  Customised service – Designed to meet individual needs of each customer and make them feel special. Can be inconsistent.  Standardised service – Improved consistency & quality. Retailers design standardised processes. Customer services offered by retailers  Customer services are the services the retailer does not charge for and support the core products and services of the retailer. Examples include:  Financial services  Delivery  Returns and repairs  Parking  Bathrooms  Extended store hours  Customer perceptions  How customers perceive your business is measured by the service you are able to deliver. The customer therefore has a perceived idea of service delivery – in other words, what the customer perceives may not necessarily be reality, but it will govern their opinion of you  Dimensions of service quality Word of Personal Past External Mouth Needs Experience communication Dimensio ns: Tangibles Reliability Expected Responsiveness Service Perceived Competence Service Courtesy Quality GAP Credibility Security Gap Access Communication Perceived Understanding Service the customer How customers assess stores 1.Word-of-mouth 2.Personal needs 3.Past experiences 4.External communications  Identifying the causes of service problems  Gap 1: Not knowing what customers expect  Gap 2: The wrong service / quality products  Gap 3: A service delivery gap  Gap 4: Promises that do not match delivery  Gap 5: Service quality Market research orientation Upward communication GAP 1 Levels of management Management commitment Goal setting GAP 2 Task standardisation Tangibles Perception of feasibility Reliability Teamwork GAP 5 Responsiveness Service Quality Employee job fit Assurance Technology job fit Empathy Perceived control GAP 3 Role conflict/ambiguity Horizontal communication GAP 4 Propensity to over-promise