241 Section 11.1 In-Store Customer Service cashiers or clerks, managers, or customer service representatives. All of these retail employees are responsible for providing service to the customer. The fi rst step in providing good customer service is to ensure that the employees who come in contact with customers share the retailer’s values. Management is responsible for putting in place employee standards that help create customer satisfaction. Employees who provide customer service are held to the same standards established for sales associates: • appropriate grooming and dress • willingness to help customers • ethical behavior • good people skills Common customer service values most retail employees share include product knowledge, company knowledge, attitude, communication skills, and tolerance. Product Knowledge Product knowledge is necessary for employees to be confi dent in their customer service skills. New employees generally receive training before they come in contact with customers. The training may include product demonstrations or other methods that show the features and benefi ts of the product. Ongoing training is typical for experienced employees. As a retailer adds new products, training is needed to learn new features and benefi ts. Sometimes a vendor will train a retailer’s employees on new products. Thorough product training allows both sales associates and customer service employees to be confi dent in their product knowledge. Pressmaster/Shutterstock.com