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Brl-004 Customerservice Management: Content Digitized by Egyankosh, Ignou
Brl-004 Customerservice Management: Content Digitized by Egyankosh, Ignou
CUSTOMERSERVICE
MANAGEMENT
COURSEPREPARATIONTEAM
Course
Dr. Mamta Prof. Kamal Yadav
Prof. Rammohan Rao SOMS, IGNOU,
Prof. Venkata Ramana
Sh. Jayakanthan M Dr. V. VenugopalReddy
Sh. Regional Director
Sh. IGNOU Regional Centre, Delhi-I
New
Dr. Mamta Kapoor Dr. Madhulika,Lecturer
SOMS,IGNOU, New Delhi
Dr. Bansal,Lecturer
SOMS. IGNOU. New Delhi
PRINT PRODUCTION
Mr. B. Mr. S. Burman Mr. Sudkir Kumar
Deputy Registrar (P) Registrar (P) Section Officer (P)
MPDD, MPDD, MPDD,
nit 3 "Steps in Selling": Every customer is a potential buyer. This unit talks about all the
domponents of selling right from welcoming the customer till closing the sale.
nit 4 "Retail Selling Selling remains fundamental in retail. Through this unit, you
ill be to develop a basic understanding of different formats in retail selling and have
overview on retail selling
nit "Customer Expectations":Customers perceive service in their own unique emotional,
and totally human terms - perception is all that matters. This unit focuses on the ,
nds of customer personalities, what does a customer wants or expects and how to meet
o exceed expectations.
6 "Service Quality": Quality is the key consideration for the customers in selecting a
many choices. Ensuring quality services to the customers in every transaction
d at all the time is a major challenge to retail organizations. This unit focuses on defining
dimensions, determinants, benefits and issues in service quality.
nit 7 "Customer Experience Management": Without the customers it is not possible for
a y business to sustain. Customer experience management assumes that products and
s rvices are no longer sufficient to satisfy the customer and elevate the value proposition to
e level of an experience. Through this unit, you will understand what customer experience
the benefits of customer experience and how to manage this experience.
nit 8 "Customer Loyalty": Loyalty has always been important to business success and
To keep the customer loyal and retain a customer is the key to the success.
on factors, which affect customer loyalty and on building customer
it 9 "Grievance and Complaint Management System": In the retail industry we are faced
many difficult customers who have the potential to turn violent if they are not handled
This unit focuses on the types of customers and their complaints and takes you
complaint management process.
10 "Service Recovery": After going through the unit, you will be able to understand all
of service recovery and how to handle situations when things go wrong.
11"Internal Marketing":To have satisfied customers, the firm must also have satisfied
This unit focuses on the employees, the importance of building a positive culture
My Role
a salesperson what is my role. Am I really important? Lets look at the following
questions.
6
customer know the Store
Content Digitized by eGyanKosh, IGNOU
Does the customer know the Floor Manager?
Customer Service
the customer know the Category Head?
In that case:
Who is the only person the customer interacts with?
Who is the person who can influence whether the customer likes the store or
not?
Who can ensure whether the customer will come back or not?
It is " YOU as a salesperson who is directly in contact with the customer.
I am the face of the organization.
I am the face of the store.
I am the face of the
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Content Digitized by eGyanKosh, IGNOU
You can have different attitudes to your job. You can be a "Single Bagger" or a
"Double Bagger"
Single Baggers: Single baggers are people who limit their own development and
the development of others.
Single baggers have a negative attitude towards their work, their colleagues, and their
surrounding. They lack commitment and have made up their minds not to consider
their working hours to be a rewarding and worthwhile part of life.
Single baggers use only one bag - hence the name - and do not care whether this one
bag will be secure. The groceries are stuffed into the bag randomly, grapes and potato
chips first, and perhaps a bottle of tomato ketchup on top.
This "Tricky"operation is done without much trouble and toil. Often accompanied by
sighs, moaning and groaning and any other clear signals of displeasure. Single baggers
feel the victims of circumstances and complain about the miserable pay, the lack of
breaks, appalling draught from the door and the poor prospects for the future. Their
body language clearly reveals their lack of commitment. Their eyes dimmed long ago,
they have a drooping mouth, their body stopping, they move in slow motion.
If their colleague at the check out says, "Hurry up! Can't you see we have a long
queue"-the single bagger gives his colleague a blank look, shrugs his shoulders and
says with a gesture of despair "Well, what do you expect - I've only got two hands!"
That is what makes single baggers so special. They only have two hands - therefore
there is not much they can do with their lives!
Double Baggers: Double baggers are people who develop themselves and help
other develop too.
Like single baggers, double baggers also have two hands - but they put both to good
use. Double baggers have a positive attitude to life, and deeply committed to their
work and their personal life. They generally strive to get the best out of life.
Double baggers make the bag secure with an extra bag - hence the name. They sort
and pack the groceries efficiently and safely. And they still have time and energy to
give a smile and a friendly remark to customers. They may even find the time to see
the customers to the car park and help them load the groceries, saying "Thank you for
shopping with us. Hope to see you again soon". Double baggers take responsibility for
their own lives. They realize that total commitment to their work brings its reward.
They meet happier customers, they get attention and recognition from colleagues and
managers. In this way double baggers boost their own morale and their sense of well
being and feel more optimistic about the future.
Double baggers have a positive attitude to life, are deeply committed, feel responsible
for their achievements. They have neither the time for nor the inclination to negative
criticism or complaint. They spend their time creating positive results and good
relationships.
The double bagger attitude prevents many conflicts between people at home and at
work and instead, contributes to solving most problems.
Single baggers and double baggers are found everywhere in society - not only in
supermarkets - they are also found in the home, in public and private organizations.
There are single bagger and double bagger sales, staff, lawyers, waiters, managing
directors, secretaries, guests, course participants, customers, parents, spouses, etc.
Making customers feel special, giving them the impression that they are your
I
priority number one.
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Customer Service
Management Some on Customer Service
'The goal as a company is to have a customer service that is not just the best,
but legendary.
- Sam Walton
'Being on par in terms of price and quality only gets you into the game,
service wins the game'
-Tony Alessandra
. 'You'll never have a product or price advantage again. They can be easily
duplicated, but a strong customer service culture can't be copied'
- Jerry Fritz
starts with respect. If you respect the customer as a human being, and
honour their rights to be treated fairly and honestly, everything else is much
easier'
- Unknown
The best way to sell is to make it convenient to buy'
- Unknown
'Although your customers won't love you if you give bad service, your
competitors will'
- Kate
'If we don't take care of our customers, someone else will'
-Unknown
Promises
Good salespeople give customers a reason to return to the store. And that's
because no retailer sells anything that customers can't get from another retailer.
Following is a list of customer-service promises that each employee can use:
" I promise to treat customers the way I would like to be treated.
"My most important job is to make sure the customer comes back."
" I understand how much customers hate waiting in line to check out, and how
much they hate being ignored."
" I promise not to make personal phone calls when I am working."
" I promise to smile when I answer the phone, and to not put customers on hold
forever.
"I promise to say 'Thank you' to all customers."
• "I understand that I am empowered to solve problems."
This is a huge deal. Empowering can , et the store apart from most
others.
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1.6 LET US SUM UP
Customer service is the service provided in support of a company's core products.
Good customer service is the lifeblood any retailer. It generates barriers to
competition, increases customer loyalty and makes the company's activities more
1.7 TERMINALQUESTIONS
1) What do you understand by customer service?
3) What do you understand by the terms 'single bagger' and 'double bagger'?
Explain with examples.
4) What are the key points to be considered by you for effective selling via
Customer Service?
1.8 REFERENCES
Gerson F Richard, Beyond Customer Keeping Customers for Life, Los Altos,
Calif:Crisp Publications, 1992.
Woods A . John and Ron Best Practice in Customer Service, New York,
American Association, 1999.