Chapter 11 Customer Service Strategies 257 3. Employee attitudes can infl uence a customer’s decision to return to a business or never enter the store again. Describe employee attitudes that result in customer satisfaction. Give examples from your own experiences as a customer or as an employee. 4. Personal shopping is a service often provided by higher-end businesses. Using the Internet, locate an e-tail store that provides a personal shopper service. Explain how the e-tailer provides this service and why it is benefi cial for both the e-tailer and the customer. 5. Many large retailers offer proprietary credit cards. Research a retailer that offers a proprietary credit card, such as Target or Kohl’s. What incentives does the retailer offer to customers who apply for a credit card? Why do you think incentives are offered? 6. E-tailers, like brick-and-mortar stores, must offer quality customer service. Create a chart with two columns. In column one, list types of e-tail customer services. In column two, list types of brick-and-mortar customer services. Highlight the services that are common between the two. What was unique about the e-tail customer services that differentiated them from the brick-and-mortar services? 7. Imagine that you are an e-tail customer who has received a defective product in an online order. You need to contact the company to resolve the issue. Choose the method of making contact that you prefer: asynchronous or synchronous. Explain your choice. 8. Customer service fl owcharts are often used by customer service representatives who do not interact with customers face-to-face. Create your own customer service fl owchart to address a problem that might be presented to a customer service representative of an electronics retailer. Choose a product and identify a question or problem that a customer might ask a retailer’s customer service department. Create a graphic map of possible questions and answers. 9. Customer service representatives must be able to give accurate, timely, and polite answers to questions. Send a question about a product or service to one of your favorite e-tailers using online chat or e-mail. You might ask about a product’s availability, where it is manufactured, or about shipping and delivery information. Evaluate the response you receive from customer service. Did you receive a timely response? Did the customer service representative have the product knowledge you required? Was appropriate grammar and vocabulary used in the response? Share your experience with the class. 10. It is important that management is aware of ergonomics in the workplace. Why is it important to implement ergonomics in the workplace? How do ergonomic workstations prevent potential employee injuries? Check Your Retail IQ Now that you have fi nished the chapter, see what you learned about retail by taking the chapter posttest. If you do not have a smartphone, visit the G-W Learning companion website. G-W Learning mobile site: www.m.g-wlearning.com G-W Learning companion website: www.g-wlearning.com/marketing/