Purpose of Customer Service

Attract Customers

Keep customers in the store

Influence customers to buy products

If preexisting customers, influence them to buy more!

Examples of Customer Service

Helping with buying decision

Examples: bridal registry, credit, test drive, dressing rooms, etc.

Help with use of product

Examples: gift wrapping, installation, technical support, training, etc.

Services for customer comfort and enjoyment

Examples: music, location, restrooms, valet parking, etc.

Levels of Customer Service
Level of service
Self
Limited
Full
Number of services
Basic
# of
Salespeople
None or one
Prices
Low
Quality of
Merchandise
Normally low
Store Image Examples
Budget Vending machines, discount stores, supermarkets, internet
Moderate Moderate Basic plus extras
Few
Basic plus many extras
Many High High
Value
Prestige
Department stores, chain stores
Upscale department stores/specialty stores

Exceptional Customer Service

Service that meets and exceeds customers’ needs, going “above and beyond”

Company Actions to establish exceptional customer service:

Customer Friendly Policies

Training

Treatment of Employees

Customer-Friendly Policies

Putting customer satisfaction first

Accepting credit

Accepting returns

Providing free gift wrapping

**All these services are costly to a company**

Salesperson Actions

Exceptional customer service can be attained when salespeople act the following ways:

With honesty, respect, and integrity

Treat customers and coworkers with respect and dignity

Smile

Maintain eye contact

Are positive

Address problems upfront and immediately

Take pride and care in personal appearance

Know/uphold company policies