Retailing Management Study Set 4
Quiz 18 :
a) Personal shoppers are critical to the success of clothing department and specialty stores in that they can help customers find merchandise that might be otherwise hidden in the many isles and racks. On the other hand, personal shoppers are not needed in discount clothes stores, where people like to hunt through the racks themselves for their special deal. b) Home delivery is important in most online retailers. In this growing industry differentiation is needed. If a store can delivery quickly and carefully, this will definitely add to their success. However, delivery is not as important in strictly bricks and mortar stores selling smaller goods, like clothing, jewelry, books, etc. Customers can just walk in and pick up the goods themselves, with no need for delivery. c) Money-back guarantees are important are important in most retail industries to build customer loyalty. Gift retailers should focus on promoting money back guarantees, because it is possible the receivers of the goods will be returning them if disliked. A money-back guarantee is always a good idea with any retailer. d) Credit is critical in stores with high priced goods, like jewelry, or cars. Customers want to be able to buy on credit in order to pay for the goods over a period of time. However, store credit is not critical in retail stores that sell inexpensive goods, where the customer can most likely pay cash.
Customer service refers to the service provided to the customers which will be considered as good when it is offered in a timely, attentive, and upbeat manner ensuring that customers are offered whatever they need from the firm related to their purchased product or service. It is mentioned that both the firms Company NS and Company AMZ are offering excellent and high-quality customer service, however, they follow different approaches to offer quality services. The difference between these two retailers can be described by stating that Company NS has started its operations as a brick and mortar store and then it also engaged in online shopping platform. On the other hand, Company AMZ started its operations as an online retailer, and now have been planning to expand into brick and mortar stores. The products offered by NS are quire expensive and could not be afforded by an average earning person, on the other hand, the products offered by AMZ are reasonable and suits the pockets and budgets of every person. The customer service at NS carries a philosophy that the firm stands behind its products and services and wishes to offer satisfaction to its customers. It desires to offer services in a fair and reasonable manner, and same expects from the customers as well. On the other hand, the customer service philosophy of AMZ is that the firm is obsessed for offering excellent customer service and never denies anything asked by the customers. The customer interest is kept above the seller's interest which makes the firm's customer services excellent and unique. The reason why each of the two retailers elected to use its particular approach is that Company NS wanted to create a business that offers a win-win situation and allows the firm as well as the customers a profitable platform. The customers used to get benefit by buying good quality products with good prices and the firm used to earn good profits by offering quality products to them. However, Company AMZ chose this type of retail approach because it carried huge obsession for the firm's customers and could not deny them anything they ask for. The firm wanted to be at the first position in terms of customer service and wanted to rule the heart of the customers.
Customer service refers to the service provided to the customers which will be considered as good when it is offered in a timely, attentive, and upbeat manner ensuring that customers are offered whatever they need from the firm related to their purchased product or service. An individual has worked in a job that required him to provide customer service wherein the individual was working as a call center executive offering redressal to customer grievances pertaining to their products purchased from the online retailer. The individual used to take calls from the customers and used to resolve every issue related to the product bought by the customers and used to offer suitable solution to their issues. The skills that were needed to perform that job were excellent communication skills so as to make the customer properly aware of the situation and how the issues that are pestering the customer can be resolved effectively. There is a need for effective listening skills so that the individual is capable of properly comprehend the issue and problem faced by the customer and offer desired solution to it. The individual should also possess deep knowledge of the products and the distribution channel adopted by the firm to send products to the customers to discuss these issues easily with the clients. Excellent computer skills are also needed to register customer complaints at the system and forward it to the senior levels. Convincing skills were also needed that helped the individual to persuade the customers and take them into confidence.