2. WHAT IS CUSTOMER SERVICE?
• Set of activities and programs undertaken by
retailers to make the shopping experience more
rewarding for their customers.
3. STRATEGIC ADVANTAGE THROUGH
CUSTOMER SERVICE
• Challenges in providing consistent high-quality
customer service
• Customer service approaches
• Customer evaluation of service quality
5. STANDARD SERVICE
• Based establishing a set of rules and procedures for
providing high-quality service and ensuring that
they get implemented consistently by service
providers.
7. GAPS MODEL FOR IMPROVING RETAIL
CUSTOMER SERVICE QUALITY
• Service Gap- perception of service delivered by a
retailer fails to meet the customer’s expectations
• Knowledge Gap
• Standards Gap
• Delivery Gap
• Communication Gap
8. THE KNOWLEDGE GAP
• Gauging satisfaction with individual transactions
• Customers panels and interviews
• Interacting with customers
• Social media
• Customer complaints
• Using technology
• Feedback from store employees
• Using customer research
9. THE STANDARDS GAP
• Commit their firms to providing high-quality service
• Define the role of service goals
• Set service goals
• Measure service performance
10. DELIVERY GAP
• Giving information and training
• Providing instrumental emotional support
• Improving internal communications
• Empowering store employees
• Providing incentives
• Developing solutions to service problem
• Using technology
11. PROVIDING INSTRUMENTAL AND
EMOTIONAL SUPPORT
Instrumental support (appropriate systems and
equipment)
To deliver the service desired by customers.