Chapter 11 Customer Service Strategies Retailers use customer service to set themselves apart from the competition. By having well-trained personnel and a wide array of customer services, a retailer can increase sales and ensure customer satisfaction. Good customer service is important for both brick-and-mortar stores and e-tailers. In both environments, the service provided should encourage customers to return for future purchases. Retailers with a storefront have the benefi t of face-to-face interaction with customers. However, e-tailers can also provide high-quality customer service. Call centers allow customer calls to be taken in real time and provide personal phone contact. In addition, online support can provide help at the customer’s convenience. Immediate response to customer needs equals total customer satisfaction. Reading Prep Before reading this chapter, write the main heading for each section on a piece of paper. Leave space under each heading. As you read the chapter, write three main points you learned related to each heading. Case Study Nordstrom Founded in 1901, Nordstrom is one of few department store retailers to survive for more than 100 years. In a market where many retailers compete to provide the lowest prices to customers, Nordstrom does not. The secret to Nordstrom’s success is its reputation for excellent customer service. The retailer believes that a word-of-mouth reputation exceeds anything that could be gained from traditional advertising. While many companies claim to put customers fi rst, Nordstrom actually does. The retailer takes customer service risks that other retailers do not, such as its liberal return policy. Nordstrom’s return policy is that there is no return policy. There is no time limit, receipt, or other required paperwork to return Nordstrom merchandise. Customer service stories abound for Nordstrom, such as a woman who returned shoes after twenty years with no questions or hassle. Think about how many times she told that story to others. This type of word-of-mouth advertising only cost the retailer the price of one pair of shoes. Nordstrom provides unforgettable customer service, which has created great loyalty among its customers. College and Career Readiness
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