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K I M , J E S S I , D O N N A
CUSTOMER SERVICE
WHAT IS CUSTOMER SERVICE?
• Set of activities and programs undertaken by
retailers to make the shopping experience more
rewarding for their customers.
STRATEGIC ADVANTAGE THROUGH
CUSTOMER SERVICE
• Challenges in providing consistent high-quality
customer service
• Customer service approaches
• Customer evaluation of service quality
PERSONALIZED SERVICE
• Requires that service providers tailor their services to
meet each customer’s personal needs.
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.
• Reliability
• Assurance
PERCEIVED SERVICE
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
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
THE STANDARDS GAP
• Commit their firms to providing high-quality service
• Define the role of service goals
• Set service goals
• Measure service performance
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
PROVIDING INSTRUMENTAL AND
EMOTIONAL SUPPORT
Instrumental support (appropriate systems and
equipment)
To deliver the service desired by customers.
PROVIDING INSTRUMENTAL AND
EMOTIONAL SUPPORT
Emotional support
Involves demonstrating a concern for the well-being
of others.
EMPOWERING STORE EMPLOYEES
Empowerment
Means allowing employees at the firm’s lowest levels
to make important decisions regarding how service
will be provided to customers.

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Customer Service Chapter 18

  • 1. K I M , J E S S I , D O N N A CUSTOMER SERVICE
  • 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
  • 4. PERSONALIZED SERVICE • Requires that service providers tailor their services to meet each customer’s personal needs.
  • 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.
  • 12. PROVIDING INSTRUMENTAL AND EMOTIONAL SUPPORT Emotional support Involves demonstrating a concern for the well-being of others.
  • 13. EMPOWERING STORE EMPLOYEES Empowerment Means allowing employees at the firm’s lowest levels to make important decisions regarding how service will be provided to customers.