Customer service is at the heart of all retail activity. In a highly competitive industry, it is perceived to be
the single most important factor that influences people’s choice between one outlet and another. Customer
service has also been identified as an area within the sector in which there are skills gaps.
The themes give learners opportunities to find out more about customer service and to develop the
following communication skills:
- Recognizing customer needs
- Responding to customers
- Using the telephone
- Advising customers and promoting services
- Dealing with complaints and returned goods
One of the most effective and least expensive ways to market a business is through excellent customer
service. Customers are an obvious requirement for doing business. The importance of customer service is
at an all-time high. Businesses are realizing that providing a product or service alone is not enough in
today’s competitive economic environment.
Today, customers are much more sophisticated than they were even five years ago. They are informed
about how products should perform and know that if they are dissatisfied with the service they receive,
someone else probably sells it and will provide greater service. They may also expect that if they express
their unhappiness with a situation, a positive result will occur.
Customer service is in style! People are talking about its importance and go into the marketplace
expecting to receive it. The provision of customer service is an important component of the business
cycle. In many cases, customer service is the positive element that keeps current business coming back.
The customer service provider is frequently the one who “saves the day” and the account.
When a person goes out of his or her way to provide excellent customer service, work is more fun and
more fulfilling; as a result, positive relationships with others develop.
Objectives of the Training:
- Know who your boss is: You are in business to service customer needs, and you can only do that if you know what it is your customers want. When you truly listen to your customers, they let you know what they want and how you can provide good service. Never forget that the customer pays our salary and makes your job possible.
- Be a good listener: Take the time to identify customer needs by asking questions and concentrating on what the customer is really saying. Listen to their words, tone of voice, body language, and most importantly, how they feel. Beware of making assumptions – thinking you intuitively know what the customer wants. Do you know what three things are most important to your customer? Effective listening and undivided attention are particularly important on the show floor where there is a great danger of preoccupation – looking around to see to whom else we could be selling to.
- Identify and anticipate needs: Customers don’t buy products or services. They buy good feelings and solutions to problems. Most customer needs are emotional rather than logical. The more you know your customers, the better you become at anticipating their needs. Communicate regularly so that you are aware of problems or upcoming needs.
- Make customers feel important and appreciated: Treat them as individuals. Always use their name and find ways to compliment them, but be sincere. People value sincerity. It creates good feeling and trust. Think about ways to generate good feelings about doing business with you. Customers are very sensitive and know whether or not you really care about them. Thank them every time you get a chance. On the show floor be sure that your body language conveys sincerity. Your words and actions should be congruent.
- Help customers understand your systems: Your organization may have the world’s best systems for getting things done, but if customers don’t understand them, they can get confused, impatient and angry. Take time to explain how your systems work and how they simplify transactions. Be careful that your systems don’t reduce the human element of your organization.
- Appreciate the power of “Yes”: Always look for ways to help your customers. When they have a request (as long as it is reasonable) tell them that you can do it. Figure out how afterwards. Look for ways to make doing business with you easy. Always do what you say you are going to do.
- Know how to apologize: When something goes wrong, apologize. It’s easy and customers like it. The customer may not always be right, but the customer must always win. Deal with problems immediately and let customers know what you have done. Make it simple for customers to complain. Value their complaints. As much as we dislike it, it gives us an opportunity to improve. Even if customers are having a bad day, go out of your way to make them feel comfortable.
- Give more than expected: Since the future of all companies lies in keeping customers happy, think of ways to elevate yourself above the competition. Consider the following:
- What can you give customers that they cannot get elsewhere?
- What can you do to follow-up and thank people even when they don’t buy?
- What can you give customers that are totally unexpected?
- Get regular feedback: Encourage and welcome suggestions about how you could improve. There are several ways in which you can find out what customers think and feel about your services.
- Listen carefully to what they say.
- Check back regularly to see how things are going.
- Provide a method that invites constructive criticism, comments and suggestions.
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