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19 Cards in this Set
- Front
- Back
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customer service
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set of activities and programs undertaken by retailers to make the shopping experience more rewarding for their customers
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customization/personalized approach
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cater to each person's needs
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standardized approach
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strive for consistency
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service gap
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when customer service falls short of the customer's expectations
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knowledge gap
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difference between customer's expectations and the firm's perception of the customer's expectations
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standards gap
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difference between the firm's perception of the cutomer's expectations and the standards of service the firm sets
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delivery gap
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difference between the firm's service standards and the actual service provided
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instrumental support
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appropriate systems and equipment needed to deliver the service level set by a firm
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emotional support
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employees need it from co-workers and supervisors to provide good customer service
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empowerment
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allowing employees at the lowest level to make important decisions regarding how service will be provided to customers
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communications gap
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difference between actual service provided and service promised in the promotion program
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distributive fairness
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perception of the result
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procedural fairness
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perception of the process
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what are the ways to research customer expectations and perceptions? (7)
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1) comprehensive studies (market research)
2) gauging with individual transactions (ask right after transaction) 3) customer panels and interviews (like a focus group) 4) customer interaction (while they're shopping 5) study customer complaints 6) use technology 7) get feedback from store employees |
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what are the was to reduce the standards gap? (5)
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1) commitment to service quality
2) defining the role of service providers 3) setting service goals 4) measuring service performance (mystery shoppers) 5) giving information and training to employees |
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what are the ways to reduct the delivery gap? (6)
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1) provide instrumental and emotional support
2) improve internal communications and reduce conflict 3) empower store employees 4) provide incentives (commissions) 5) develop solutions for service problems 6) use technology to let customers help service themselves |
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what are the ways to reduct the communication gap? (2)
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1) make realistic commitments when advertising
2) manage customer expectations by being upfront |
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once there is a service break down, what are the three things to do? (3)
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1) listen to the customer
2) provide a fair solution 3) resolve the problem quickly |
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once there is a service breakdown, what are the three ways to resolve he problem quickly? (3)
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1) reduce customer contacts (don't have him/her talk to many different employees)
2) give clear instructions 3) don't use jargon when speaking to the customer |
