Marketing bán hàng - Chapter 19: Customer service

Chapter 19Customer ServiceManaging the StoreStore ManagementCustomer Service Layout, Design andVisual Merchandising2Services Offered by Retailers3Customer Service StrategiesCustomized Greater benefits to customers Greater inconsistency Higher costStandardized Lower cost High consistency Meets but does not exceed expectationsRoyalty-Free/CORBIS4Customization Customization Approach encourages service providerto tailor the service to meet each customer’s personal needs. Store – sales associates offer individual customer service Electronic Channel – instant messaging Drawback: Service might be inconsistent Customized service is costly5Standardization Standardization Approach is based on establishing a set of rules and procedures and being sure that they are implemented consistently. Retailers that use this approach: McDonald’s Wal-Mart IKEA Dollar General Save-A-LotThe McGraw-Hill Companies, Inc./John Flournoy, photographer6Cost of Customer Service High levels of customer service can be costly, but good customer service is worth an investment PROFITS COSTSIt costs more to acquire customers than to generate repeat business7Customers Evaluate Service QualityRole of Expectations: based on knowledge and experience: --Varies with types of retailers – discount vs. department storePerceived Services – evaluations are based on perceptionDue to its intangibility, services are hard to evaluate accuratelyStockbyte/Punchstock Images8Assessing Service CharacteristicsReliability: accuracy of billing, meeting promised delivery datesAssurance (trust): guarantees and warranties, return policiesTangibility: appearance of store and salespeopleEmpathy: personalized service, receipts of notes and emails, recognition by nameResponsiveness: returning calls and emails, giving prompt service9Perceived Service Cues used to assess serviceReliabilityAssuranceTangibilityEmpathyResponsiveness10Gaps Model for Improving Service Quality11Gaps Model for Improving Retail Customer ServiceKnowledge Gap -- knowing what the customer wantsStandards Gap -- setting service goalsDelivery Gap -- meeting and exceeding service goalsCommunications Gap -- communicating the service promise12Closing the Knowledge GAP Customer research More interactions between managers and customers Better communications between managers and service providers13Market Research The service gap is reduced ONLY when retailersuse this information to improve service.Comprehensive StudiesGauging Satisfaction with Individual TransactionsCustomer Panels and InterviewsInteracting with CustomerCustomer ComplaintsFeedback from Store EmployeesSteve Cole/Getty Images14Customer Complaints Complaints are a source of information for retailers Information about merchandise and its quality Information about services This feedback can be used for buyers, planners and customer service representatives. Retailers need to encourage complaints because most customers will not complain.Royalty-Free/CORBIS15Closing the Standards GAP Innovative solutions Set service goals High quality service commitment Define the role of service providers Measure service performance16What Does Good Customer Service Mean?Retailers need to provide clear definition of this to employeesDescription of service must be specific so expectations are clearService goals should be measurable --customer surveys --mystery shoppersRoyalty-Free/CORBIS17Closing the Delivery GAP Information and training Instrument and emotional support Internal communications Reduce conflicts Empower employees Providing incentives18Support for Service Providers Instrumental Support – associates need to have the appropriate systems and the right equipment to deliver the services Emotional Support – associates need emotional support from their coworkers or a concern for the well-being of others19The Target of Empowerment:Excellent Customer ServiceBenefits to Employee:Stimulates initiativePromotes learningTeaches responsibilityManager’s Approach:Provide guidance to employeesTrain employees to the challengeSteve Cole/Getty Images20Empowerment is Not for EveryoneSome employees will not take the responsibilityIt is expensive or some standardized retailersEmpowerment idea is not embraced by all cultures21Using Technology Retailers are using technology to assist sales associates in providing customer service. Kiosks:-Kiosks can offer opportunity to order merchandise not in store-Kiosks can free employees to deal with other customer requests-Customers can use kiosk to learn more about merchandise-Kiosks can provide customer solutions(c) image100/PunchStock22More TechnologyHand Held Scanners – help to provide customer service by allowing customers to scan large merchandise instead of struggling with the product to checkoutIntelligent Shopping Assistants – a device connected to a shopping cart with customer database to provide personalized information to shoppersNancy R. Cohen/Getty Images23Closing the Communications GAPRealistic commitmentsCorporate ideas – reality of store operations need to be communicatedManaging customer expectations Provide explanation Describe how retailer is improving situation Provide accurate info at point of sale The difference between the service provided by the retailer and the service actually delivered24Service Recovery Listen to the customer Provide a fair solution Distributive fairness Procedural fairness Resolve problem quickly Reduce number of contacts Give clear instructions Avoid jargon25What’s Fair? Distributive fairness – customers want to get what they paid for Procedural fairness – perceived fairness of the process used to resolve complaintsDid the employee collect information about the situation?Was this information used to resolve the complaint?Did the customer have some influence over the outcome?26