Providing Excellent Customer Service!

Author: Jane Lansdown

First Authored: January 31, 2012

Last Revised: June 13, 2018

Introduction

 

The types and quality of customer services offered can have an enormous effect on the success of the business. Employees are the main contact that the customers have with a retail establishment. They must make sure that the customer impression is a positive one.

Students will be introduced to the basic concept of providing excellent customer service and have a better understanding of their role as a salesperson in providing customer service while following the retailer's policies.

 

Related Instructional Objectives

Activities in this Lesson

Video Hook

Hooks / Set

 

The lesson begins by showing a 2 part video illustrating Bad Customer Service and Good Customer Service. After each segment, we will discuss the behavior of the retail employee and the effect that behavior has on the customer's image of the business.

Resources and Materials

Personal Experience

Independent Practice

 

Students will be instructed to write 1/2 page summary describing a positive or negative interaction with a retail store employee during a recent shopping experience, whether they made a purchase or not. The experience may include browsing in a store and observing how another customer was treated, or their own personal interaction with an employee. (Outline of instructions are written on board.)

Motivate students to share their personal shopping experiences when they have received high or low quality customer service. What frustrations did they have? How did the retail employee satisfy their needs or make their shopping experience a more pleasant one? Did this experience affect their decision to make or not make a purchase? Will they return to this place of business?

* While explaining Word-of-Mouth Communication, reflect back on this discussion and point out that 25 of us in the classroom have heard about and will remember these stories. This IS word-of-mouth communication, and it can help or hurt a business.

Lecture/Study Guide

Lecture

 

 

Distribute: Customer Service Study Guide for students to take notes on during discussion. Stress the importance of taking good notes and using them to study for the next quiz or class activities. Student participation is encouraged. Students will define terms on study guide as they are explained.

Lecture: Customers are knowledgeable about their needs and wants, and they also have expectations as they shop, just like you and I do as consumers. Customer service is one of the major issues in retailing today. Retailers of all types strive to meet or exceed their customer's expectations and know that providing quality customer services will enhance a shopping experience and maintain customer loyalty. Today you'll learn about customer service from the perspectives of both the customer and the retail employee. Give definition of Customer Service (see below vocab) and indicate that it is the first term on the study guide. Discuss the different types of customer services and ask students to share if they are familiar with or have received these services. All of these services are important for creating the right assortment of shopping services for the business' target customers. However, the store's employees must deliver those services properly.

 * Bring up PowerPoint "Customer Services" and view as a slide show as different services are discussed.

Retailers want to give their customers what they want, but how do they know what customers want or expect? In other words, how does a retailer go about determining the right assortment of services to offer? They know that customers will expect the basic services which include parking, accepting checks, debit and credit cards, and accepting returns. Each retailer will then determine what other services they will offer. For example, a clothing store will offer the basic service of providing dressing rooms, but will they also provide layaway, free giftwrapping or alterations?

There are a number of methods that retailers use to determine what customers want. Some methods include listening to customer comments and suggestions, observing the competition, listening to store employees, using customer surveys and determining the cost of services. Expand description of Customer Survey (see below vocab) and ask students to share whether they have filled out online surveys to receive a store discount. I also have a few examples of surveys to show. The customer can provide a lot of information if given the opportunity. Information from customer comments, including complaints and compliments, can help identify areas in which the store is doing well or may need improvement.

* Show Customer Satisfaction Survey as an example, reviewing contents of the survey.

Retailers are always looking for ways to stay ahead of the competition. Shopping the competition and observing their methods and customer service offerings are good ways to stay informed and might spark an idea that can lead to a competitive advantage. For example, a new coffee house might offer a drive through service and another coffee house down the street doesn't and notices a huge drop in business since the opening of the new one. The additional service will draw customers to the newer business.

* Show image of drive-thru coffee house from lecture slide

Employees who have daily contact with customers acquire a great deal of firsthand information. Regular communication with store employees is a source of information that retailers should not forget. Listening to employees provides the additional benefit of giving employees a sense of partnership in the process of planning customer services.

* Show image of Sales Associate interacting with Customer from lecture slide

Another factor to consider when planning customer services is the cost of those services. If certain services will increase operating expenses, then revenue from sales must increase to pay for those services. An example would be delivery service which increases operating expenses with the fuel cost and the addition of an employee to make the deliveries. The retail price of the product must cover these expenses.

* Show image of delivery service on bike from lecture slide

Only a good shopping experience will keep a customer coming back to the store. Why should great service matter? Because customers tell their friends, relatives, and work or school peers when they have received outstanding treatment. However, customers more frequently relate bad experiences. Expand on Word-of-Mouth Communication (see vocab below). As we shared some of our shopping experiences earlier, we were practicing this during our conversations.

* Show word-of-mouth image from lecture slide, explaining how one person's comments can affect many other's opinions

 

All customers expect to be treated fairly and honestly. They want to be treated with respect and want to know that they are valued guests. They learn to expect services and will be disappointed if they are not there. This is where the retail employee makes the difference. The employee needs to be knowledgeable of the services offered by the business, friendly, efficient and confident in offering services to the customer.

Resources and Materials

Group Activity

 

 

Group Work: Students will be assigned a partner. Each team will rotate through the following activities, given 15 minutes per activity:

Team may choose topic or teacher may assign:

 

Assessment

Assessment Type: Demonstrations

Students will present their findings from internet activity, their posters, and new knowledge of what practices provide excellent customer service.  Time may run out and presentations would continue the following day if needed.  

CUSTOMER SERVICE VOCABULARY TERMS

WORD-of-MOUTH COMMUNICATION

Customer conversations about their retail experiences. Positive word-of-mouth communication is a valuable asset. Negative word-of-mouth is damaging and difficult to overcome. Public consumer web sites include forums where people rate retailers and comment on their experiences. *Reflect on how many of us heard about the experiences shared today, and that some of these stories will be remembered and may affect our image of a particular business.

CUSTOMER SERVICE

the set of enhancements that retailers offer customers to make shopping more convenient or more rewarding. Examples: accepting credit/debit cards, personal checks, delivery service, repair service, giftwrapping, alterations, restrooms, baby/bridal registry, rainchecks, complimentary refreshments, extended store hours, drive through, demonstration of product, ATM terminal, credit financing, shopping bag/cart/child-size cart, placing special orders, guarantees/warranties, allowing customer to handle/try on/sample the product in the store (depending on the type of product), return policy, gift cards, layaway.

CUSTOMER SURVEY

a questionaire designed to gain information from customers. Most surveys include questions about services customers feel would enhance their shopping experience or they would use. The customer responses provide the information the retailer needs to help make a decision about the services. Information from customer comments, including complaints and compliments, can help identify areas in which the store is doing well or may need improvement. Many businesses offer an incentive if the customer will complete an on-line survey at home.