CUSTOMER SERVICE IN RETAIL

What is next for the market leader?

Target audiences: both at the front and back line at middle Manager level and up

Hien Nguyen

MARKETING DEPARTMENT

Developing customer and Delivery customer service

Player Data and Process

Creating LoyaltyMain player

Integra-tion

Augmented ServiceMarket Leader

Innovation

DESCRIPTIONLEVEL FOCUS

CUSTOMER SERVICE AT DIFFERENT LEVELS

MARKETING DEPARTMENT

TRAINING MATERIAL APPROACHING MECHANICSM

CU

ST

OM

IZE

FO

R R

ETA

IL C

OM

PA

NY

Brand

MM CRM

MAR SERVICE

THANKS FOR YOUR ATTENDING THE CLASS

POINT 1: WHAT ARE THE COSTS OF ITEMS WE ARE SELLING?

POINT 2: WHERE IS CUSTOMER’S DISATISFACTION COMING FROM?

POINT 3: SERVICE RECOVERY SYSTEMS VS SYSTEMATIC LIMITA-TION

PART I: WHY CUSTOMER SERVICE IS MATTER?

PART 2: HOW TO INSPIRE CUSTOMER SERVICE IN THE ORGANI-ZATION

PART 3: MARKET LEADER MOVING AHEAD

POINT 1: WHAT ARE THE COSTS OF ITEMS WE ARE SELLING?

CUSTOMER SERVICE IS MAKING DIFFERENTIATION

W

H

Y?

PART I: WHY CUSTOMER SERVICE IS MATTER?

POINT 1: WHAT ARE THE COSTS OF ITEMS WE ARE SELLING?

WHAT WE ARE SELLING TO?

Tangible Dominant

Intangible Dominant

SaltBeverages

SampooCar

Cosmetics

Service Inc.,

Airlines Co., Investment Inc

Consultant IncEducation Inc

Source: F. F. Reichheld, “Loyalty and the Renaissance of Marketing,” Marketing Management, vol. 2, no. 4 (2004), p. 15.

PART I: WHY CUSTOMER SERVICE IS MATTER?

MARKETING DEPARTMENT

POINT 1: WHAT ARE THE COSTS OF ITEMS WE ARE SELLING?

KHÁCH HÀNG TRẢ TIỀN CHO CÁI GÌ?

$ 20 usd

SALES VIEW

$ 20 usd

70%: TANGIBLE VALUE

30%: CUSTOMER SERVICE

MARK SERVICE VIEW

PART I: WHY CUSTOMER SERVICE IS MATTER?

• Product• Price• Place• Promotion

POINT 1: WHAT ARE THE COSTS OF ITEMS WE ARE SELLING?

WHAT MAKE US DIFFERENT FROM OTHERS?

• People

• Physical Evidence:

• Process:

ALL PLAYERS CAN DO

MATKET LEADER DOES EXELLENTLY

PART I: WHY CUSTOMER SERVICE IS MATTER?

POINT 1: WHAT ARE THE COSTS OF ITEMS WE ARE SELLING?

WHAT MAKE US DIFFERENT FROM OTHERS?

7 PS

Market Leader stands out from the crowed by 7Ps

PART I: WHY CUSTOMER SERVICE IS MATTER?

MARKETING DEPARTMENT

POINT 2: WHERE IS CUSTOMER’S DISATISFACTION COMING FROM?

WHEN CUSTOMER DOES COMPLAIN? AND WHY?

Zone of ToleranceZone of Tolerance

Customer’s expectation

Min-acceptableMin-acceptable

Lasting ServiceIntensifiers

Lasting ServiceIntensifiers

Personal NeedsPersonal Needs

compain

Explicit ServicePromises

Explicit ServicePromises

Implicit ServicePromises

Implicit ServicePromises

Word-of-MouthWord-of-Mouth

Self-PerceivedSelf-Perceived

Situational FactorsSituational Factors

PART I: WHY CUSTOMER SERVICE IS MATTER?

MARKETING DEPARTMENT

POINT 2: WHERE IS CUSTOMER’S DISATISFACTION COMING FROM?

LEVEL OF ACCEPTANCE IN SERVICE INDUSTRY

COMPLAINED - ABANDON

THERSAL LINE

COMPLAINED - ABANDON

COMPLAINED - ABANDON

COMPLAINED - ABANDON

COMPLAINED - ABANDONCOMPLAINED - ABANDON

COMPLAINED - ABANDON

COMPLAINED - ABANDON

COMPLAINED - ABANDONCOMPLAINED - ABANDON

COMPLAINED - ABANDON

COMPLAINED - ABANDON

COMPLAINED - ABANDONCOMPLAINED - ABANDONCOMPLAINED - ABANDON

COMPLAINED - ABANDONCOMPLAINED - ABANDON

PART I: WHY CUSTOMER SERVICE IS MATTER?

MARKETING DEPARTMENT

POINT 3: SERVICE RECOVERY SYSTEMS VS SYSTEMATIC LIMITATION

YES, SURE YOU STILL HAVE A CHANCE!

86%

54%

9.5%

9%

Complaints Resolved QuicklyAnd customer feels happy

Complaints Resolved in moderated time

Complaints Not Resolved

Unhappy Customers Who Don’t Com-plain

Unhappy Customers Who Do Com-plain

Tính trên khách hàng có mua hàng trị giá trên 80 USD (1.200.000 VND)

Source: Adapted from data reported by the Technical Assistance Research Program.

Source: AMA –marketing service – Retail Research Program – US. 2011

Come back with purchase

PART I: WHY CUSTOMER SERVICE IS MATTER?

THANKS FOR YOUR ATTENDING THE CLASS