244 Chapter 11 Customer Service Strategies Tolerance You may have heard the expression, “The customer is always right.” This phrase does not actually mean the customer actually is always right. Rather, it means that an employee always pretends the customer is right, even if he or she believes the customer to be wrong. When working in retail, employees will encounter customers who have a confl ict or complaint. Knowing the best way to deal with a confl ict is critical in providing good customer service. The concept behind “the customer is always right” is to keep the customer happy, even if he or she may be wrong. A happy customer may return to the store another day an unhappy one probably will not. Customer Services Customer service is not limited to just interaction with an individual customer. Customer service has a broader meaning that includes specifi c services provided by a retailer. Some services are fairly standard and are expected by all customers. For example, customers expect that a store’s return policy will make it easy to return an item. Special services, outside the realm of the expected ones, can be expensive for a retailer to provide. The cost for these services may be passed on to the customer or must be absorbed by the retailer. Therefore, lower-priced stores do not offer as many services as higher-priced stores because they cannot, or do not want to, increase their selling prices. The following are some examples of special services retailers may offer their customers. • Alterations. Many retailers offer the opportunity to have products altered or customized for the customer’s individual needs. • Returns. Customers expect to be able to return products that do not meet their expectations. Easy returns can make customers confi dent to purchase, knowing they can return items if necessary. • Delivery and installation. Delivery for large or heavy items is important to customers. Assembly or installation services are also appreciated. • Extended store hours. Retailers know that some customers want to shop at times outside of normal retail hours. Many businesses are open twenty-four hours a day, seven days a week. • Child care. Some retailers offer child care services so that customers can shop without interruption. This benefi ts the retailer because it has the customer’s full attention. The service benefi ts the customer because it allows free time to ask questions and make shopping decisions. • Gift registry. A gift registry is an in-store wish list compiled by the customer. Potential gift-givers can see which items the person would like to receive. This service makes the gift-giver’s job easier and greatly increases the chances that the gift-giver will make a purchase at the store. Retail Retail Ethics Ethics Truth in Advertising Even though it may be tempting to focus on sales hype or other persuasive techniques to convey a message to customers, retailers must keep the information honest. Embellishing the message about a product or service and intentionally misrepresenting it is unethical and may be illegal. The facts should be communicated in a positive manner to create interest or demand for the product or service. Truth-in-advertising laws must be followed. ti i