240 Key Terms Objectives Critical Thinking Web Connect Section In-Store Customer Service 11.1 After completing this section, you will be able to: • Discuss the roles of personnel and services as elements of in-store customer service. • Explain why retailers extend credit to customers. customer service attitude gift registry personal shopper corporate gift service consumer credit installment loan customer loyalty Using the Internet, search for retail customer service jobs. What are some of the qualifi cations that you see in your search results? List the fi ve most common qualifi cations expected of customer service representatives. Explain why you think each is important. Retailers must pay fees for accepting credit cards as a form of payment, yet most retailers accept major credit cards. What are some of the reasons you think retailers are willing to pay these additional costs? List your reasons. Personal Customer Service Customer service in an important strategy that retailers use to set themselves apart from the competition. Customer service is the ability to provide a product or service in the way it has been promised. Retailers who do this better than expected are said to provide good customer service. Retailers who fall short of customers’ expectations are said to provide poor customer service. Sales associates and other employees interact with customers each time they enter a retail store. Good customer service does not happen by chance, yet it is easy to create. With trained personnel and a good mix of service offerings, a retailer can meet the expectations of most customers. While some businesses fall short in this area, others go above and beyond the expectations of their customers. This distinction is one way that customers develop their image of the retailer. Personnel The fi rst person to come in contact with a customer is often the sales associate. However, the sales associate may not be the only person who provides service. Customers may also interact with