1. Understanding the impact of customer service in the fashion industry
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Understanding the impact of customer service in the fashion industry

2. Customer Service
Customer Service is the total of all enhancements offered to customers.
Directly related to the sale of goods

3. Customer relationship management
Customer Relationship Management is the merging of database information technology with customer service to analyze customers, respond individually to their needs and build and maintain lasting relationships

4. Service Quality Service Quality is how well services are performed.
Shoppers who are willing to pay more, also expect more.
Friendly, polite, approachable, trustworthy, reliable.
Hassle-Free shopping

5. Service Features – actual services offered
Include accessible location and parking, convenient shopping hours, complain resolution, knowledgeable salespeople, credit, layaway, packaging, gift wrapping, fast checkout, gift cards, delivery, alterations, and guarantees
Examples:
Complementary tea, cookies, etc.
Walmart
Contests
Journey's
Call buttons in fitting rooms
Victoria Secret
In-store events
Kellogg’s Mariachi Band at Walmart
Product demonstrations
Grandad’s Apples
Interest-free credit
Best Buy
Page 364 in textbooks

6. Features of services offered by retailers
Self-Service – This service level allows consumers to perform most or all of the services associated with retail purchasing. For some consumers self-service is considered a benefit while others may view it as an inconvenience. Self-service can be seen with: 1) self-selection services, such as online purchasing and vending machine purchases, and 2) self-checkout services where the consumer may get help selecting the product but they use self-checkout stations to process the purchase including scanning and payment.
Assorted-Service – The majority of retailers offer some level of service to consumers. Service includes handling the point-of-purchase transaction; product selection assistance; arrange payment plans; offer delivery; and many more.
Full-Service – The full-service retailer attempts to handle nearly all aspects of the purchase to the point where all the consumer does is select the item they wish to purchase. Retailers that follow a full-price strategy often follow the full-service approach as a way of adding value to a customer’s purchase.
Validated parking
Gift wrapping
Fast checkout
Delivery service
Alterations
Gift registry
Gift cards
Returns and complaint resolution

7. Self-Service Retailing
Self-Service Retailing uses price positioning.
Customers locate, wrap, compare, and checkout items themselves.

8. Service Levels Clearance store with items unsorted in boxes
Minimal Service                                     Moderate Service                                   Extra Service Offered
            I                                                I                                                   I
Basic needs-such as checkout              Minimal customer satisfaction                  Above & beyond expectations-WOW effect                         
Clearance store with items unsorted in boxes
Avon Fashions
Retail sales rep- one for the department per shift-
Belks
Personal shopper service
Niemann Marcus
Minimal Levels of Customer Service focus on the basic process or procedure. It focuses on the goal of speed and accuracy of the transaction. The only competitive advantage this level may have is price since they may not have some of the amenities the other levels offer thereby reducing the basic cost of doing business.
Medium levels of Customer Service focus on satisfying the customer as an element of their process or procedure. It focuses on the goal of seeing the consumer as more than just a number and wishes to offer friendly service and good quality in an effort to meet customer expectations. The only competitive advantage this level may have is training employees so they focus not only on sales but also the service and the skills to offer this level of service.
The Full Service level of customer service focuses on establishing a relationship with the customer that is flexible and responsive with the goal of exceeding expectations so as to develop customer loyalty. They care enough to value the client experience. Their competitive advantage is retained business, customer loyalty, employee retention and word of mouth referrals.

9. Service Levels Full Service Self-Service Medium/Limited Service
SERVICE POSITIONING
MOST SERVICES OFFERED
Self-Service
PRICE POSITIONING
Medium/Limited Service
VALUE POSITIONING
Medium amount of services
Goods with some selection and comparison features
Very few services
Low Prices
Staple goods
Convenience items
Many services
Upscale fashion goods and specialty items
Characteristics
Discount stores
Warehouse clubs
Mail-order retailers
Vending machines
Supermarkets
Upscale department stores
Specialty stores
Chain stores
Department stores
Door-to-door sales
Store Types

11. Impact of Customer Service on The Image of Fashion Retailers
Be fast.
Social media moves at rapid-fire pace and functions 24/7. Establish standards for how quickly social media inquiries should be answered.
Be thoughtful.
If a customer has a question or expresses a concern, a caring, thoughtful response goes a long way in establishing that your brand has both character and personality. Dry, boilerplate responses can obstruct an opportunity to build a real connection with the customer.
Always respond to problems.
Customers appreciate being acknowledged by brands. No matter how big or small the issue is, it’s essential to recognize the person and the problem, and to let them know that you’re listening and you care. The interaction also lets other customers know that you’re able and willing to fix problems, and sends a message that they can trust the integrity of your product and service.
Send customers to where you want them to be.
If it’s an issue that can’t be solved, give customers a direct address, and be sure that they are responded to.
Share success stories.
If you have happy customers, share their stories. If a customer shares a gorgeous product photo or has a great comment about your service, let potential customers know.
Cultivate brand advocates.
Rewarding brand fans with a feature on your company blog, a “thank you” promotion code, or just a note expressing your gratitude for their support goes a long way in building relationships. Happy customers are the best advocates your brand can have.
Double-check spelling and grammar.
People will judge your brand and the competence of your customer service professionals in those few characters, so make sure they perceive you as quick and capable.
Be proactive in sharing product and company updates.
Do you have a product that’s back in stock after a backorder? Are you switching warehouses, or performing inventory counts that will result in a shipping delay? Let your customers know ahead of time, and be prepared to respond with answers to frequently asked questions.
Go beyond the product.
Be a resource for your customers beyond just the products you sell.. Become a resource and place of inspiration for our customers — even after they’ve made a purchase.

12. Loyalty programs
Loyalty programs are structured marketing strategies designed to encourage customers to continue to shop at or use the services of businesses associated with each program.
There are large numbers of such programs in existence covering most types of business, each one having varying features, and rewards schemes.
7 Loyalty Programs That Add Value

13. Loyalty Programs Link
/7-Customer-Loyalty-Programs-That-Actually- Add-Value.aspx