Chapter 11 Customer Service Strategies 256 Chapter Summary Section 11.1 In-Store Customer Service • In-store customer service is in an important strategy that retailers use to set themselves apart from the competition. A retailer with well-trained personnel and a good mix of service offerings can meet the expectations of most customers. • Offering credit is often considered a customer service strategy. Extending credit to customers generates sales and builds customer loyalty. Section 11.2 E-tail Customer Service • E-tail customer service is as important as customer service in a brick-and- mortar store. However, e-tailers must overcome the lack of face-to-face customer interaction. By providing call centers to take live calls in addition to online support resources, e-tail customers can have a positive experience when they need help. • E-tail customer service representatives must have thorough product training to be helpful to customers. These employees may depend heavily on reference materials, such as product manuals and customer service fl owcharts, to respond to customer questions. • Call center employees spend long periods of time working on computers. Applying the principles of ergonomics results in a comfortable, effi cient, and safer working environment. Review Your Knowledge 1. What is the fi rst step in providing good customer service? 2. Explain why lower-priced stores may offer fewer services than higher-priced stores. 3. How does a retailer benefi t by accepting credit and debit cards issued by banks or other fi nancial institutions? 4. What is the purpose of collateral in a secured loan? 5. Explain how extending credit builds customer loyalty. 6. How do customer service fl owcharts assist call center employees? 7. What types of self-help resources can e-tailers offer their customers? 8. Why is active listening important in a live call taken in a call center? 9. Explain the importance of pacing the amount of information passed on to a customer during a customer service call. 10. How can an employee prevent injuries to the wrists and arms through proper ergonomics? Apply Your Knowledge 1. Customer services are important to everyone who goes into a retail store or shops online. As a customer, which services provided by a retailer are most important to you? List three services and describe the reasons you chose each. 2. Every retail employee is responsible for providing customer service. Describe employee actions that result in customer satisfaction. Give examples from your own experiences as a customer or as an employee.