Customer Services and Retail SellingChapter 12 OverviewSlide 3Slide 4Slide 5The Nordstrom WayNordstrom Way (Cont.)Slide 8Nordstrom Of……….Questions?SourcesCustomer Services Customer Services and Retail Sellingand Retail SellingByBy Kevin ScofieldKevin ScofieldBlaine YamamotoBlaine YamamotoChapter 12 OverviewChapter 12 OverviewCustomer Service:Customer Service: all activities performed by the all activities performed by the retailer that influence…retailer that influence…–The ease with which a potential customer can shop or The ease with which a potential customer can shop or learn about the retailer’s offeringlearn about the retailer’s offering–The ease with which a transaction can be completed once The ease with which a transaction can be completed once the customer attempts to make a purchasethe customer attempts to make a purchase–The customer’s satisfaction with the transactionThe customer’s satisfaction with the transactionHigh-quality service:High-quality service: delivering service that delivering service that meets or exceeds customers’ expectationsmeets or exceeds customers’ expectationsRelationship Retailing:Relationship Retailing: includes all the activities includes all the activities designed to attract, retain, and enhance customer designed to attract, retain, and enhance customer relationshipsrelationshipsChapter 12 OverviewChapter 12 OverviewWhy is Relationship Retailing Important?Why is Relationship Retailing Important?–Loyal customer are less price conscious and Loyal customer are less price conscious and less prone to shop other retailers selling the less prone to shop other retailers selling the same merchandise mixsame merchandise mix–A study by the U.S. Office of Consumer Affairs A study by the U.S. Office of Consumer Affairs revealed that it costs a retailer five times as revealed that it costs a retailer five times as much money to attract a new customer as it much money to attract a new customer as it does to get a former customer to returndoes to get a former customer to return–Instead of trying to maximize profits, retailers Instead of trying to maximize profits, retailers are focusing on building a mutually beneficial are focusing on building a mutually beneficial relationship with their customerrelationship with their customerChapter 12 OverviewChapter 12 OverviewHigh-performance retailers can High-performance retailers can develop these relationships with their develop these relationships with their customers by offering two benefits:customers by offering two benefits:–Financial Financial Frequent purchaser discounts Frequent purchaser discounts Product upgradesProduct upgrades–SocialSocialMust offer excitement and entertainmentMust offer excitement and entertainmentChapter 12 OverviewChapter 12 OverviewCommon Customer ServicesCommon Customer Services–Pre-transaction ServicesPre-transaction ServicesConvenient HoursConvenient Hours–Transaction ServicesTransaction ServicesCreditCreditGift wrapping and PackagingGift wrapping and PackagingMerchandise AvailabilityMerchandise Availability–Post-transaction ServicesPost-transaction ServicesComplaint HandlingComplaint HandlingMerchandise ReturnsMerchandise ReturnsThe Nordstrom WayThe Nordstrom WayGold Standard for Customer ServiceGold Standard for Customer ServiceEmpowering Front-line PeopleEmpowering Front-line PeopleNordstrom Salespeople Make Nordstrom Salespeople Make Decisions as if Managing Own Decisions as if Managing Own BusinessBusinessThinking Like the CustomerThinking Like the Customer–In Customers ShoesIn Customers Shoes–Thinking More About Own Organization, Thinking More About Own Organization, Processes, and Rule BookProcesses, and Rule BookNordstrom Way (Cont.)Nordstrom Way (Cont.)At NordstromAt Nordstrom–Taking Customers to Fitting RoomsTaking Customers to Fitting Rooms–Walk Around Counter and Hand Their Walk Around Counter and Hand Their PurchasePurchase–Answer Telephone Within Three RingsAnswer Telephone Within Three Rings–Send Thank-You Notes and Call Send Thank-You Notes and Call CustomersCustomers–Generous Return PolicyGenerous Return PolicyNordstrom Way (Cont.)Nordstrom Way (Cont.)Not in the Apparel, Shoe, or Not in the Apparel, Shoe, or Cosmetic BusinessCosmetic BusinessIn the Customer BusinessIn the Customer BusinessWhat it Takes?What it Takes?–CourageCourage–DedicationDedication–A Way of LifeA Way of LifeNordstrom Of……….Nordstrom Of……….Brand of a Business PhilosophyBrand of a Business PhilosophyWe are the Nordstrom of……..We are the Nordstrom of……..–Civil EngineeringCivil Engineering–PlumbingPlumbing–Heating and Air ConditioningHeating and Air Conditioning–Funeral HomesFuneral Homes–HospitalsHospitalsQuestions?Questions?SourcesSourceshttp://seattlepi.nwsource.com/businehttp://seattlepi.nwsource.com/business/28924_nord_way26.shtmlss/28924_nord_way26.shtmlhttp://www.uch.edu/content/maternhttp://www.uch.edu/content/maternity/content.asp?id=4D15B6BB286D4Fity/content.asp?id=4D15B6BB286D4FEF8417F9D664B7D8FD&title=BirthingEF8417F9D664B7D8FD&title=Birthing%20Center%20Postpartum%20Room%20Center%20Postpartum%20Roomhttp://triad.bizjournals.com/dayton/sthttp://triad.bizjournals.com/dayton/stories/2005/05/02/story5.html?page=1ories/2005/05/02/story5.html?page=1Beasty, Colin,CRM Magazine; ; May2005, Vol. 9 Issue 5, p18, 2p, 5cMay2005, Vol. 9 Issue 5, p18, 2p,
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