Customer Service It can “make” or “break” a business!!

Customer Service Activities and benefits that create goodwill and customer satisfaction Examples: free delivery, gift wrapping, room service, layaway, repair services, returns, toll-free numbers, room service, check cashing, valet parking, alterations

Technology and Customer Service Speeds up the transactions between customers and the business (computers) Allows for business to be done through and the Internet (convenience) Phone mail Self scanners

Methods for discovering customer service needs Comment boxes Surveys/questionnaires Observing the competition Listening to store employees

Customer Service things to consider The business’s image The business’s size (cost) The business’s products

Improving customer service Hiring the right people Cross-training Empowerment of employees Mystery shoppers

Eight Characteristics of customer service in a business AccurateReliable AffordableConsiderate ConvenientShows empathy Courteous Easy to use Fast Friendly Honest

Common Traits of service-oriented businesses Are customer focused Take advantage of technology to make things better for customers They are forward thinkers They think outside “the box”

Steps to greeting a customer Smile/pleasant tone of voice Make eye contact Project a professional, friendly image Create an opening discussion/listen well Give the customer your full attention Be accurate in what you have to say

Ways to build a customer relationship Be observant of their needs and wants Use the customer’s name in conversation Keep the lines of communication open Fit the product to the customer Offer alternatives if needed Know when to refer a customer elsewhere

Ways to handle telephone customer Excuse yourself if with a customer Answer phone by identifying yourself, company, how can I help you? Smile Take notes if necessary Speak audibly and use the proper tone of voice

Customer Complaints Can be an opportunity to build customer loyalty Turn around a bad situation Gain valuable feedback

Handling customer complaints Thank them for bringing problem to your attention Hear the problem (listen carefully) Apologize for the inconvenience Need more information – Ask! Know a solution and be prepared to propose it Solve the problem, or find someone who can

Contacting management A very difficult complaint that you can’t resolve A customer is abusive When customer will not otherwise be satisfied

Follow-up Telephone Thank you card

Warranties Explain the warranty at time of purchase Help customer fill out warranty card at time of sale then mail it for them Remind customers to keep receipt and copy of warranty

Handling refunds Receive returns graciously Follow company policy and communicate it positively to the customer

Ways to determine buying motives Observe Listen Question Show interest

Use of buying motives 1. Determine customer’s buying motives 2. Appeal to greatest number of motives 3. Emphasize the most dominant motive 4. Help customer make satisfying buying decision

Five types of buying decisions Place Price Need Product Time

Factors that influence place decisions Location Quality of merchandise Brand preference Store loyalty Customer service Recommendation by friends, family

Factors that influence price decision Uniqueness of product Product features and benefits Warranty Customer services Brand preferences