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OSU BA 495 - Customer Services and Retail Selling

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Customer Services and Retail SellingLearning ObjectivesSlide 3Customer ServiceSlide 5A Shopper’s WishThe Cross Shopping TrendSlide 8Three Basic Tasks of RetailingSlide 10Slide 11Slide 12Slide 13Slide 14Common Customer ServicesSlide 16Slide 17Slide 18Posttransaction ServicesRetailing TruismSix Rules to Follow When Handling a Customer’s ComplaintSlide 22Determining Customer Service LevelsFactors to be Considered When Determining Customer Services to OfferHow the Retailer’s Salesforce Meets the Expectations of Both Vendors and CustomersQuestion to PonderRetail Sales ManagementSlide 28Slide 29Slide 30Slide 31Customer Types: DefensiveCustomer Types: InterrupterCustomer Types: DecisiveCustomer Types: IndecisiveCustomer Types: SociableCustomer Types: ImpulsiveEvaluation of SalespeopleThe Retail Sales ProcessSelling Process in the Retail EnvironmentSlide 41Slide 42Slide 43Slide 44Estee Lauder Training MaterialsSlide 46Slide 47Some Closing Signals the Salesperson Should Be on the Lookout ForSlide 49Characteristics of a Top Retail SalespersonSlide 51Slide 52Slide 53Slide 54Slide 55Slide 56The Customer Service and Sales Enhancement AuditSlide 58Slide 591Customer Services and Retail SellingCustomer Services and Retail SellingChapter 12Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved.2Learning ObjectivesLearning Objectives•Explain why customer service is so important in retailing.•Describe the various customer services that a retailer can offer.•Explain how a retailer should determine which services to offer.3Learning ObjectivesLearning Objectives•Describe the various management problems involved in retail selling, salesperson selection, training and evaluation.•Describe the retail selling process.•Understand the importance of a customer service audit.4Customer ServiceCustomer Service•Merchandise Management•Building and Fixture Management•Promotion Management•Price Management•Credit Management•A RecapLO 15Customer ServiceCustomer Service•High-Quality Service is the type of service that meets or exceeds customer’s expectations.•Relationship Retailing comprises all the activities designed to attract, retain, and enhance long-term relationships with customers.LO 16A Shopper’s WishA Shopper’s WishPlease…Let me find a parking place near the storeDo not let me pay too muchHave the sales staff pretend that they careDo not make me have to return anythingGet me in and out as fast as possibleDo note make me have to wait in line to make my purchaseLet this experience be somewhat enjoyableDo not make me have to deal with other obnoxious shoppersLO 1: Exhibit 12.17The Cross Shopping TrendThe Cross Shopping TrendLO 1: Exhibit 12.28Customer ServiceCustomer Service•High-performance retailers can develop relationships with their customers by offering two benefits:•Financial benefits that increase the customer’s satisfaction.•Social benefits that increase the retailer’s social experience with the customer.LO 19Three Basic Tasks of RetailingThree Basic Tasks of RetailingLO 1: Exhibit 12.310Customer ServiceCustomer Service•Customer Service consists of all those activities performed by the retailer that influence (1) the ease with which a potential customer can shop or learn about the store’s offering, (2) the ease with which a transaction can be completed once the customer attempts to make a purchase, and (3) the customer’s satisfaction with the transaction.•Transient Customer is an individual who is dissatisfied with the level of customer service offered at a store or stores and is seeking an alternative store with the level of customer service that he or she thinks is appropriate.LO 111Customer ServiceCustomer Service•Merchandise Management: Keep in stock the merchandise a customer wants.•Building and Fixture Management: Heating and cooling; availability of parking spaces; ease of finding merchandise; layout and arrangement of fixtures; placement of restrooms and lounge areas; location of check-cashing, complaint, and returns desks; lighting; and width and length of aisles.•Promotion Management: Provides customers with information that can help make purchase decisions.LO 112Customer ServiceCustomer Service•Price Management: Clearly marked and visible; fair, honest, and straightforward; and true price of credit.•Credit Management: Both in-house and bank card, should also be integrated into the customer service program.LO 113Customer ServiceCustomer Service•Questions to assess whether a retailer’s promotion is serving the customer: •Is the advertising informative and helpful?•Does the advertising provide all the information the consumer needs?•Are the salespeople helpful and informative?•Are the salespeople friendly and courteous?•Are the salespeople easy to find when needed?•Are sufficient quantities available on sales promotion items?•Do salespeople know about the ad and what’s being promoted and why?LO 114Customer ServiceCustomer Service•Nordstrom, by providing high-quality customer service, has become a leader in relationship retailing and has many loyal long-term customers.LO 115Common Customer ServicesCommon Customer Services•Pretransaction Services•Transaction Services•Posttransaction ServicesLO 216Common Customer ServicesCommon Customer Services•Pretransaction Services are services provided to the customer prior to entering the store.•Convenient Hours•Information AidsLO 217Common Customer ServicesCommon Customer Services•Transaction Services are services provided to customers when they are in the store shopping and transacting business.•Credit•Layaway•Gift Wrapping and Packaging•Check Cashing•Personal Shopping•Merchandise Availability•Personal Selling•Sales TransactionLO 218Common Customer ServicesCommon Customer Services•Personal Shopping occurs when an individual who is a professional shopper performs the shopping role for another; very upscale department and specialty stores offer personal shoppers to their clients.•Dwell Time refers to the amount of time a consumer must spend waiting to complete a purchase.LO 219Posttransaction ServicesPosttransaction Services•Posttransaction Services are services provided to customers after they have purchased merchandise or services.•Complaint Handling•Merchandise Returns•Servicing and Repair•DeliveryLO 220Retailing TruismRetailing Truism•A retailer’s job isn’t


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