Customer Services and Retail SellingBy Kevin ScofieldBlaine Yamamoto

Chapter 12 OverviewCustomer Service: all activities performed by the retailer that influenceThe ease with which a potential customer can shop or learn about the retailers offeringThe ease with which a transaction can be completed once the customer attempts to make a purchaseThe customers satisfaction with the transactionHigh-quality service: delivering service that meets or exceeds customers expectationsRelationship Retailing: includes all the activities designed to attract, retain, and enhance customer relationships

Chapter 12 OverviewWhy is Relationship Retailing Important?Loyal customer are less price conscious and less prone to shop other retailers selling the same merchandise mixA study by the U.S. Office of Consumer Affairs revealed that it costs a retailer five times as much money to attract a new customer as it does to get a former customer to returnInstead of trying to maximize profits, retailers are focusing on building a mutually beneficial relationship with their customer

Chapter 12 OverviewHigh-performance retailers can develop these relationships with their customers by offering two benefits:Financial Frequent purchaser discounts Product upgradesSocialMust offer excitement and entertainment

Chapter 12 OverviewCommon Customer ServicesPre-transaction ServicesConvenient HoursTransaction ServicesCreditGift wrapping and PackagingMerchandise AvailabilityPost-transaction ServicesComplaint HandlingMerchandise Returns

The Nordstrom WayGold Standard for Customer ServiceEmpowering Front-line PeopleNordstrom Salespeople Make Decisions as if Managing Own BusinessThinking Like the CustomerIn Customers ShoesThinking More About Own Organization, Processes, and Rule Book

Nordstrom Way (Cont.)At NordstromTaking Customers to Fitting RoomsWalk Around Counter and Hand Their PurchaseAnswer Telephone Within Three RingsSend Thank-You Notes and Call CustomersGenerous Return Policy

Nordstrom Way (Cont.)Not in the Apparel, Shoe, or Cosmetic BusinessIn the Customer BusinessWhat it Takes?CourageDedicationA Way of Life

Nordstrom Of.Brand of a Business PhilosophyWe are the Nordstrom of..Civil EngineeringPlumbingHeating and Air ConditioningFuneral HomesHospitals

Questions?

Sourceshttp://seattlepi.nwsource.com/business/28924_nord_way26.shtmlhttp://www.uch.edu/content/maternity/content.asp?id=4D15B6BB286D4FEF8417F9D664B7D8FD&title=Birthing%20Center%20Postpartum%20Roomhttp://triad.bizjournals.com/dayton/stories/2005/05/02/story5.html?page=1Beasty, Colin,CRM Magazine; May2005, Vol. 9 Issue 5, p18, 2p, 5c