Describe how the industry involves the guest in order to provide quality service. The retail industry involves the guest to provide quality during the planning process. They have to think about the when, what, who and how. When do you to start your delivery system as the guest arrives and while the quest is waiting, during the experience and after the experience. What does the customer expect out of the experience, when it is realized and how much of it will they remember. Who are the customers you target, the actual customers you do encounter and the past, current and potential future customers.
A satisfied customer stays with a company longer, spends more and may deepen the relationship. For example a happy credit card customer may enlist the company’s financial services and later take travel insurance. This is an easier than direct marketing campaigns, television advertisements and other sophisticated and expensive approaches to attract customers. Summarize two (2) service standards the industry uses to meet customer expectations. They think about the delivery process and certain standards and use this to meet customer expectations. They know that in retail industry they have to provide customers with a couple of key benefits.
Products of high quality that ensure the customer will return for future purchases. They also take in consideration how customers want products that have reasonable prices. Affordable prices make the retailer have a better chance of standing out from the competition and stay in the business for many years. As part of the process, the merchandiser pays close attention to the types of products offered for sale, how to best present those products to consumers, and determining what a reasonable retail price is for each unit sold. The typical consumer will go to great lengths for the cheapest prices.
In the retail industry they have to maintain good margins through innovative merchandise mixes. Depending on the amount the retailer can afford to buy at one time, it possible to get a discounted price. Some retailers use a method to determine the retail price by a certain percentage above the acquisition price. The way is maintain good prices is to pay attention to their own prices as well as competitors. These standards enable business process flexibility by providing concrete rules for integration that have been developed by representatives of the consumer products community.
Recommend one (1) “wow” element the industry could apply to each of the two (2) service standards in order to make the guest’s experience more memorable. Recommend at least one (1) way the industry could better provide information to its guests. Retail merchandising is the process used in order to conduct retail sales. The first important step in retail merchandising is establishing working relationships with manufacturers who will provide the goods or services that are ultimately sold by the retailer.
This type of retail buying involves determining what products will be carried in the retail establishment, negotiating the unit price that will be charged by the manufacturer, and arranging for the delivery of those goods. Once the goods are secured, the retailer must determine the unit price that he or she will assign to the products. In all cases, this retail price will be higher than the cost of purchasing the goods from the supplier. It is this difference between the wholesale price and the retail price that allows the retailer to make a profit and remain in business.
After setting the retail pricing, the process of retail merchandising moves on to the task known as setup and display. This process is concerned with displaying the goods within the retail setting to best advantage. By using such devices as display windows, elevated platforms, and colorful backdrops to attract the attention of shoppers, the retailer increases the chances of selling units quickly. Setup and display are often considered especially important with fashion merchandising and similar retail settings, in that the visual display is often the key means of attracting customers who are highly likely to make a purchase.
Quick sales lead to higher profits and the chance to secure more products that will result in more sales. Marketing is an important aspect of any retail merchandising strategy. Engaging in a publicity campaign to reach prospective customers may involve something as simple as advertising in local publications as well as electronic advertising on local radio and television stations. Direct mail is also a common strategy in retailing, as the mailings make it possible to reach people in their homes and places of business rather than relying on them to approach the retailer first.
All else being equal, good quality customer service gives the edge over competitors. Regardless of industry, here are the 9 key principals of good customer service that always make business sense. 1. Attracting new customers costs more than retaining existing customers A satisfied customer stays with a company longer, spends more and may deepen the relationship. For example a happy credit card customer may enlist the company’s financial services and later take travel insurance. This is an easy “sell”, compared with direct marketing campaigns, television advertisements and other sophisticated and expensive approaches to attract new customers. . Customer service costs real money Real costs are associated with providing customer service and companies spend in line with a customer’s value. If you are a high value customer or have the potential of being high value, you will be serviced more carefully. Companies reduce the cost of customer service by using telephone voice response systems, outsourcing call centers to cheaper locations, and self-servicing on the internet. However, companies risk alienating customers through providing an impersonal service.
Some internet banking companies are bucking the trend by charging customers to contact them. In exchange, customers receive better interest rates due to reduced overheads and are satisfied with that. 3. Understand your customers’ needs and meet them How can you meet your customers’ needs, if you don’t know them? To understand your customer’s needs, just listen to the “voice of the customer” and take action accordingly. Customer listening can be done in many ways, for example feedback forms, mystery shopping, and satisfaction surveys.
Some companies involve senior employees in customer listening to ensure decisions benefit the customer as much as the company. 4. Good process and product design is important Good quality customer service is only one factor in meeting customer needs. Well designed products and processes will meet customers’ needs more often. Quality movements, such as Six Sigma, consider the “cost of quality” resulting from broken processes or products. Is it better to service the customer well than to eradicate the reason for them to contact you in the first instance? 5.
Customer service must be consistent Customers expect consistent quality of customer service; with a similar, familiar look and feel whenever and however they contact the company. Say you visit an expensive hairdressing salon and receive a friendly welcome, a drink and a great haircut. You are out of town and visit the same hairdressing chain and get no friendly welcome, no drink and a great hair-cut. Are you a satisfied customer who will use that chain again? Probably not, as you did not receive the same customer service – which is more than a good hair-cut. 6.
Employees are customers too The quality management movement brought the concept of internal and external customers. Traditionally the focus was on external customers with little thought given to how internal departments interacted. Improving relationships with internal customers and suppliers assists delivery of better customer service to external customers, through reduced lead-times, increased quality and better communication. The “Service-Profit Chain” model developed by Harvard University emphasizes the circular relationship between employees, customers and shareholders.
Under-staffed, under-trained employees will not deliver good quality customer service, driving customers away. Equal effort must be made in attracting, motivating and retaining employees as is made for customers, ultimately delivering improved shareholder returns. Better shareholder returns mean more money is available to invest in employees and so the circle continues. 7. Open all communications channels The customer wants to contact you in many ways – face to face, by mail, phone, fax, and email - and will expect all of these communication channels o be open and easily inter-mingled. This presents a technical challenge, as it requires an integrated, streamlined solution providing the employee with the information they need to effectively service the customer. 8. Every customer contact is a chance to shine If a customer contact concerns a broken process, then empowered employees will be able to resolve the complaint swiftly, possibly enhancing the customer’s perception of the company. Feeding back this information allows corrective action to be made, stopping further occurrences of the error.
If you inform customers about new products or services when they contact you, you may make a valuable sale, turning your cost centre into a profit centre. This is only possible when you have a good relationship with your customer, where you understand their specific needs. A targeted sales pitch will have a good chance of success, as the customer is pre-sold on the company’s reputation. 9. People expect good customer service everywhere. Think about an average day – you travel on a train, you buy coffee, you work. You expect your train to be on time, clean and be a reasonable cost. You expect your coffee to be hot and delivered quickly.
You expect your work mates to work with you, enabling you to get the job done. People become frustrated when their expectations are not met, and increasingly demand higher service quality in more areas of their lives. Providing outstanding customer service at the right price is the holy grail of most companies. It is worth remembering that we all experience customer service every day. We can learn from these and apply them in our own line of work, whatever it may be. The quality of customer service will make you stand out from your competitors – make sure it’s for the right reasons!