A1 Different Approaches to Customer Service
Retail Shops Selling Tangible Goods
Tangible goods are those which we can see or touch and when customers purchase them, they take them away. This includes groceries, clothing, electronics and homeware. The augmented product refers to the experiences our customer has around the product such as the retail environment, interactions with staff, processes such as queueing and checkout and after sales service. Our role in customer service is to ensure a positive customer experience through the augmented product.
Strong product and industry knowledge. Effective customer services staff will be able to highlight key features of a product and provide information about the product beyond what can be easily seen. For example, when buying a new games console, staff may discuss available games and new developments that are coming soon to encourage a purchase. Promoting benefits beyond what a customer already knows creates more excitement about the product and helps them to justify the purchase.
Excellent store knowledge. Staff within a retail store must be equipped to deal with any customer queries or issues quickly and effectively. This may include having a good knowledge of the location of different products around the store. For example, when a customer is looking for baked beans and asks a member of staff, can they direct them to the correct aisle? If a customer wants a different size of shoe to those on display, can the staff quickly find them in the store room? This may involve knowing how it is organised or being able to use a database to find an item. If a customer returns a faulty good, do the staff they speak to understand the returns policy and know what to do?
Flexibility. Good customer service staff are flexible and are willing to drop the task they are doing to support a customer in their purchasing experience. Can you imagine if you asked a member of staff for some help and they made you stand there and wait until they had finished a task before helping you? For example, a member of staff in a clothing store may have been given a job to refold t-shirts. When a customer asks for a size 10 in a pair of jeans are they willing to drop what they are doing to support the customer if it potentially means it will take longer to fold the t-shirts?
Ability to read and respond to customers. This may include reading body language. Does the customer want help or would they rather be left to browse? Customers who want to be left alone may find it irritating to be approached by staff but those who need help may leave without a purchase if they cannot find the product they are looking for. A good ability to read customer reactions to products enables staff to push products that may appeal to the customer. For example, if a customer in a phone store is getting excited about the product features, staff may encourage them to consider the top of the range phones, whereas if a customer appears to be concerned about the price, sales staff may direct them to the cheaper models.
Ability to provide a personalised service. Customers are more likely to make a purchase and return to a store if they feel that they have had their individual needs met. Personalised service includes a greeting customers as they arrive, asking questions and listening well to establish an individual customer’s requirements quickly in order Starbucks, write customer names on cups so they can call people by name rather than their order number which adds a personal touch.
Attention to detail. A store that is well laid out, tidy and well stocked is easier to shop in and as a result, makes the shopping experience more enjoyable. Good product displays highlight new products and special offers that may draw customer attention to products that meet their needs.
Hospitality industry, such as serving skills for food or drinks.
The hospitality industry refers to organisations providing lodging, food and recreation. Organisations in this industry include hotels, restaurants, cinemas and theme parks. Customers of hospitality are usually paying for their experience rather than a physical product they take away. Their experience is therefore heavily influenced by customer service. For example, customers of a hotel may want a relaxing stay which can be greatly affected by the actions of staff.
Read about the Ritz Carlton Golden Rules of Hospitality here
Offices Such as those Offering a Non-Tangible Service
Non-tangible services refer to services received by a customer that they cannot see or touch. A non-tangible service is delivered there and then and cannot be taken away. Depending on the input from staff, each customer may have a completely different experience of the same service.
Examples include appointments with lawyers, financial advisors, dentists and hairdressers.
Contact Centres
Contact centres are divisions of an organisation with the primary purpose of solving customer queries quickly and efficiently. Customers may contact via telephone, email or online chat. Staff in contact skills are trained to provide solutions to a range of issues which may include training in using a database to look up solutions.
