Learner Workbook

Introduction to Customer Service

& Selling
Outcomes
On completion of this training module the learner will:
1. Know what Customer Service is
2. Be able to explain and identif a !moment of truth"
#. $nderstand what customers expect from a business
%. $nderstand the importance first impressions and identif the different
&ones in a retail store.
'. (repare an image chec)list
*. $nderstand the impact of bod language and how it affects the
customer
+. ,a)e a customer feel special using the social approach-
merchandising approach- service approach or the emotional approach
.. Be able to provide a customer with information that adds value
/. Be able to handle complaints
10. Be able to successfull manage a complaint
11. 1eal with customers over a telephone
12. Be able to improve customer service in the wor)place
1#. $nderstand the difference between commodit and life stle retailing
1%. 1evelop a retail experience in our store
1'. Be able to implement retail ideas
1. What is customer service?
Customer Service
Customer service is the provision of service to customers before- during and
after a purchase. 2ts importance varies b product- industr and customer. 3s
an example- an expert customer 4e.g. a contractor5 might re6uire less pre7
purchase service 4i.e.- advice5 than a novice customer 4e.g. a home 1.2.8
customer5. 2n man cases- customer service is more important if the purchase
relates to a !service" as opposed to a !product9.
Customer service ma be provided b a person- for example sales and
service representatives- or b automated means called self7service. :xamples
of self service are 2nternet sites. 2n whatever form we are interacting with our
customers- customer service is an integral part of our compan;s customer
value proposition.
Customer service ma be used to generate a competitive advantage as a
particular service proposition can be harder to cop for competitors. 2n other
words- we want our exceptional customer service standards to set us apart
from our competitors.
The tyes o! services the customer e"ects#
Convenient trading hours < das of operation
Consistent availabilit of product < the relevant stoc)
Consistent 6ualit of our product
3 clean- attractive and well7merchandised store
Courteous treatment b emploees
(rompt and efficient service
Knowledgeable emploees
3vailabilit of advertised items
=he satisfactor resolution of an customer complaints
Customer Service Principles
=he most important factor in the success of a business is actuall tied to
customer satisfaction and retention. >eturn business and word of mouth
advertisement based on a good customer service experience can add real
value to our compan as well as adding to our bottom line.
=he following customer service principles must be adopted b the franchisee-
manager and all staff wor)ing in the store:
1. $ou are the business
=reat ever customer the same wa ou expect to be treated
as a customer.
(ro?ect a professional image and positive attitude.
Strive to ma)e each customer contact positive.
Know all of the products and services the business offers- so
ou can help customers solve problems.
%. &l'ays &ckno'ledge Customers (ntering the Store
Keep an ee on the front entrance to the store
@hen a customer wal)s through the door- approach
the customer immediatel and greet the customer
3s) how ou can be of assistance
). Identi!y the Customer*s +eeds
3s) the right leading 6uestions in order to understand the nature
of the pro?ect to be underta)en b the customer
Clarif an uncertain issues
>ecommend products which will meet the customer;s needs
,. -e .eliable
(rovide the right advice A 1
st
time
Bonour our commitments.
(rovide what was promised 7 OC =2,:.
/. -e .esonsive
,eet or exceed our customer;s expectations.
Belp our customers promptl and courteousl.
Dollow up with our customers.
,inimi&e disruption to the customer;s wor) schedule- or to the
customer;s time.
0. -e &ccountable
3ccept personal responsibilit for our customer;s satisfaction.
Docus on solving problems.
Be part of the team 7 never ma)e excuses or blame others for a
problem.
1on;t ma)e up answers to a customer;s 6uestion. 2f ou don;t )now the
answer- sa that and indicate ou will get bac) to them.
1. Communicate 'ith your Customers
Show the customer ou care.
>eall listen to our customers.
3s) 6uestions to chec) understanding or to gain deeper insight into the
customer;s needs.
$nderstand and respond to their specific needs.
Offer our customers options for solving problems.
Communicate statusEchanges to customers regularl 4or as re6uired5.
%. Who are the customers and 'hat do they 'ant?
@ho are our customersF
@hat are their needs and wantsF
Gist al the aspects ou thin) our customers expect and value above all else.
=he challenge of the wor)shop
Bow competitive is our retail storeF
0 10
Cot Competitive Her Competitive
Bow hard is it for our customers to differentiate what ou do- compared with
competitors who sell the same thingF
0 10
Cot Bard Her Bard
Bow much do ou depend on repeat business to grow salesF
0 10
Co 8es
Our role is to move ou and our business up a notch or two in the customer
service sta)es.
). -asis !or develoing sustainable cometitive advantage
I
Superior Customer Service
2nnovative store format
:verda low prices
1iscount prices
Other factors
Dirst Dunction of >etailing
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Second Dunction of >etailing
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JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ
JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ
@h do people buF
(eople bu JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ
Co person is ever sold- the bu- the will not bu unless the see the benefits
for themselves.
Benefits must outweigh the costs.
Customers as well as retailers must profit.
=he four reasons to bu are
1. (rofit
2. Cecessit
#. Competition
%. (restige
8our ?ob is to create 2(SI.(
=ime
1
e
c
i
s
i
o
n

p
r
o
c
e
s
s
@hat are the all as)ing forF
=o understand their ?ourne when the go shopping
@hat customers expect and value
above all else
$nderstand me

Surprise me

Be consistent

>espond

Ref: Colin Freeman, Space Planning Concepts

B3((8 C$S=O,:>S
=rain the team- the rewards are:7

3emo
=rain A if ou don;t
train- the could sta.
=hin) what that can do
to our business.
,. Customer 4ourney
Gets firstl investigate the customer;s ?ourne in our store
2mage Kone:
Bow the view our business. =his starts outside the business. 8our adverts-
external landscaping- paint wor)- shop window displas will create a mental
picture of what the customer is going to expect from the whole experience he
will have within our business. Gitter on the floor- dirt fingerprints on the
windows can change our image in ?ust seconds
=ransition Kone:
Bow the perceive our business when the enter. $suall the first three
steps a visitor ta)es once the have crossed the threshold. Be doesn;t
concentrate on products or signs in this &oneL he is ta)ing in the whole
environment. Keep this &one uncluttered- clean and inviting
:xcitementE(roduct Kone
Bow the are stimulated b what ou offer. =his is the focal point directl in
front of them as the pass through the transition &one. =his point should
clearl state what ou do and it should stimulate the visitor;s interest. Keep it
simpleL create circular conical displas that promote )e issues about our
business. 1are to be different to get the message across.
=hese three experiences are the most memorable of the customers
experience and is often called the 53oment o! truth6

Hisitors remember:
=heir !irst impression
=heir last impression
=he first three things m customers see when the enter m store are: 7
1. JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ
2. JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ
#. JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ
=he last three things m customers see when the exit m store are: 7
1. JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ
2. JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ
#. JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ
3re these positiveF
@hat actions do ou need to ta)e to improve our first impressionsF

Bave ou considered an image chec)list to ensure that the first
impressions are alwas favourable. Dorce ourself to do this everda and
our customers impressions of our store will alwas be positive.
Image Checklist
2aily 7 !irst imression checklist
Comleted
8Signature9










/. Selling Skills
Bow are we performing todaF
(roduct
Knowledge
Sales =raining
8ou
Molden >ule
Cever throw people into selling at the deep
end- unless ou want them to drown.
8our role in a changing scene
Bost
Consultant
Seller
Molden >ule
2ncrease same7store revenue growth b:7
Calling customers b name
=eaching sales techni6ues
(rovide information about products
Ref: Strengthening Your Relationships with Store
Employees
R. Tomasko
S&L(S : S(.;IC(
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<OT(+TI&L
C=STO3(.
>OST
?=(ST
&S@ A=(STIO+S
W&+TS
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B(&T=.(S
@+OWL(2?(
-(+(BITS
<.(7CLOS( A=(STIO+
CLOSI+? A=(STIO+
S&TISBI(2 C=STO3(.
CLOSI+? >OST
Bow satisfied are our customersF
Deeling welcomed I
Belpful E 2nformation I
=imeliness of service I
Closure of conversation I
Overall service attitude I
@hat are customers as)ing forF

1evelop these and watch our business grow.

0. -ecome the best >ost in To'n
-ody Language
Smiles Eye Contact Handshake Posture
Tone:&ccent
@ords onl account for +I of the messages ou conve
=hus /#I of communication is non7verbal
''I is based on what people see
Other #.I is transmitted through tone o! voice
Smiling people tend to have a more positive tone that people who frown- so
the )e is to smile prior to opening our mouth- especiall when ou consider
it onl ta)es three muscles to smile- compared to %0 muscles to frown.
?eneral (mloyee &earance
1. 3ll staff on dut in the store must be dressed in the correct uniform or
corporate wear at all times.
2. Came badges must be worn b all staff while on dut.
#. $niforms should be clean and neatl pressed at all times
%. Ceat- clean and un7scuffed shoes should be worn b all staff A staff
wor)ing on the sales floor and in areas such as the receiving ba should
wear closed shoes A slip on or slip slops are not allowed.
'. 3 professional image should be maintained b all emploees through
appropriate dress and personal grooming.
*. Chewing gum- eating- drin)ing or smo)ing is not permitted on the sales
floor or in the cashier area at antime.
Beeling 'elcomed
=here are different was in which to approach a customer and ma)e them feel
welcomed.
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JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ
JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ
JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ
3. Social 3pproach
Mreet the customer with a complete sentence and remember this form of
greeting should not include a mention of our product or service.
@eather
Sport
3 recent event
>eflective comments
B. ,erchandise 3pproach
=his wor)s well where a customer is alread loo)ing at a product. $se our
)nowledge or own experience of the product to start a conversation.
C. Service 3pproach
=his can be done in a !closed" or !open" fashion
Closed aroach Oen aroach
8esECo answer :licits a response
!Can 2 help ouF" !Bow can 2 help ouF"
N
=he open approach should be the minimum standard.
Mive examples of !open" 6uestions using the following:
Bow F
@hat F
@hen F
@here F
@h F
@ho F
One can also as) leading 6uestions.
=his is where ou end sentences with !isn;t it"- !couldn;t it"- !hasn;t it".
=hin) of a few leading 6uestions:
2sn;t itF
Couldn;t itF
Basn;t itF
@ouldn;t itF
1. :motional 3pproach
3 sincere compliment is alwas appreciated. Catural born sales people use
this approach ver successfull. =he loo) for something the genuinel li)e
about a person and then compliment the person on that. 3n emotional sales
person can double the sales per customer.
@3>C2CM: 2t must be sincere.
.OL( <L&$#
Get each one in the group ta)e a turn to
compliment another on something about
them. >emember to be sincereO
2f ou are the recipient of the
compliment- be honest on whether ou
believed it or not.
0. -ecome the best Consultant in to'n
Communicate effectivel

Deature =al)
1. @hat is itF
2. @hat are its usesF
#. @h is it betterEdifferentF
%. @hat si&esEprice etcF
Benefits =al)
1. @hat will it do for the customerF
2. Bow will it enhance their livesF
#. Bow will it affect their egoF
%. @hen can the get itF
Gadder of Benefits
#.
2.
1.
Ref: Traing !p, "ichael #. Sil$erstein an %eil Fiske
Molden >ule
1'I Dactuall
.'I :motionall
Goc) our customers into ou-
emotionall
<roduct Beature -ene!its
1. -ecome the best Seller in to'n
Close the sale- there have been numerous training wor)shops and video;s on
closing the sale.
2n m view closing the sale indicates finalit.
=hat surel e6uals failure when ou consider retailing is about relationship
building.
&CTIO+: Stop closing the sale
=he close of the sale is not the end of the ?ourne- it is a continuous ?ourne.
1on;t loo) on it as an end to the ?ourne when the customer leaves the store.
But- bac) to basics
1.
2.
#.
>ule One
:ver customer is a ne' individual- do not get into the Psame again; mode.
Bored team members will not grow our business.
Be positive and sales will grow.
Met into the customers; mind- show some empath.
@h should the bu from ouF
Before 2 bu from ou as a customer- 2 must satisf mself thatL
8ou are professional and truthful
=he product has a trac) record
2 )now what 2;m getting and what 2;m not getting
8ou will honour after sales commitment
8ou have answered all m 6uestions
Cow- ou onl have one chance to build the relationship
=echni6ues for securing the sale
8ou could be suggestive
e.g. &"ay ' suggest ()
8ou could be assumtive
&*hen you recei$e ()
&*here will we install ()
8ou could provide an alternative
&+o you want eli$ery toay or will ne,t Tuesay o-)
8ou could be an isolationist
&.a$ing assesse your nees, ' /elie$e these three woul meet your
re0uirements)
8ou could be active
&Coul you show me where you wish (-
8ou could be concessionary
Keep a uni6ue selling point hidden until the timing is right
Create a -alance Sheet
Bor &gainst
$sing a art by art techni6ue
=his is used when customers have difficulties ma)ing a choice- often because
in their mind the price outweighs the benefits. Met customers to agree on
benefits- one at a time.
2t;s urgent
1o not let them lose out on a great offer.
3nd finall- the 5i!6 approach.
I want to think about it
8our response could be
&'f you o ecie to purchase, how woul you like us to procee-)
Cow develop three techni6ues of securing the sale ou could use in our
business.
1
2
#
I Object
Bow are ou- as a salesperson- going to overcome m ob?ectionsF
Selling doesn;t start until customers start ob?ecting. 2f there are no ob?ections-
ou would not need a salesperson. Ob?ections highlight the fact the
customer is interested.
Co ob?ections Q no desire to bu
@h ob?ectF
=he main reasons for ob?ections are:
8our role is to respond positivel
Gisten
>emain calm
Cever interrupt
>estate the ob?ection phrased as a 6uestion
Keep our tone of voice consistent
Gower our voice Q JJJJJJJJJJJJJJJJ
>aise our voice Q JJJJJJJJJJJJJJJJ
Molden >ule
*.I customers lost A indifference
%I customers lost A grievances not handled well
#I will go and tell 20 other people
1 upset customer A 20 people will hear
(mathise
&' see what you mean)
&' unerstan)
&' appreciate your point of $iew)
&' woul feel the same in your position)
3nd finall
Seek the customers agreement
But it;s not me- it;s the price
>emember- price is a reflection of the value of the product.
8our ?ob is to ?ustif the price
8ou need a plan of action
I! the customer looks on it as a needC it is rice D negative
I! the customer looks on it as a 'antC it is rice D ositive
8our view on price is irrelevant- it is the consumers; view that is important and
that ma differ to ours.
$our role is to emhasise value and not rice
$ou are going to ma)e the sale
Met customers to sa yes- )eep them positive too.
But:
%%I of sales people give up after one !no"
22I of sales people give up after two !noes"
1%I of sales people give up after three !noes"
12I of sales people give up after four !noes"
/2I of sales people give up
But- *0I of customers sa !no" four times before the sa
es.
1Ref: .ow to *in Customers an 2eepThem for 3ife,
"ichael 3e4oeuf. 'S4% 567896::7;<6;=
=echni6ues for meeting m ob?ection
&>part from the price, is there anything else that woul stop you
from /uying this prouct-)
&' realise you are keen to know the price, /ut let me iscuss your
particular nees first an then ' will /e in a position to pro$ie
you with the information.)
=hrust the ob?ection bac) to the customer
&This prouct is e,pensi$e)
&Yes, it is, /ut it is the most relia/le moel in the market an the repair an
ser$ice costs are minimal.
Bow should ou deal with ob?ectionsF
E. Comlaints
Complaints should be viewed as a critical form of communication as the
generall provide a goldmine of information. Complaints offer businesses an
opportunit to correct immediate problems. 2n addition- the fre6uentl provide
constructive ideas for improving products- adapting mar)eting practices-
upgrading services- or modifing promotional material and product
information.
@hile occasional problems with service of merchandise are- to some extent-
inevitable- dissatisfied customers are not. Companies can learn to recover
from mista)es. 3 good recover can turn angr- frustrated customers into loal
ones.
3 management philosoph that embraces customer satisfaction as a primar
goal of business- instead of defending the compan in the face of complaints-
can change the rules of the game for the compan. 2t shifts the emphasis from
the cost of pleasing a customer to the value of doing so- and trusts front7line
emploees to use their ?udgment.
Why is Comlaints >andling Imortant?
B tal)ing bac) when the believe the have not received their moneRs worth-
customers give businesses an opportunit to correct the immediate problem
and restore goodwill. :xperience shows that consumers who complain about
products and services continue to fre6uent the businesses and bu the
products the complain about if the believe the complaint was resolved fairl.
>esearch into complaint behaviour reveals that onl a fraction of dissatisfied
customers complain to the business. =here is evidence that some customers
do not complain because the are sceptical about the businessRs willingness
or abilit to resolve disputes fairl. Customers simpl withdraw their patronage
and critici&e the compan or the product to others.
Such findings underscore the importance to a business of a complaint
management sstem that is well7publici&ed and easil accessible. 3n
unregistered complaint ma do as much harm as one that is mismanaged or
not resolved. Careful complaint management can save a business unwanted
costs. Co business can afford to lose customers- if onl because it costs much
Molden >ule
/*I of unhapp customers never complain about
discourtes
But
/1I will not bu again
more to replace a customer than it does to retain one 77 five times more- most
industr experts agree. 3 customer recover service allows a business to shift
its cost from constantl courting new customers to cutting customer defection.
3lso )eep in mind that dissatisfied customers almost alwas get stuc) with
certain costs: the mone the spend for phone calls- the time the spend
ma)ing their cases- and the aggravation the must endure throughout.
Complaints and complaint trends tell a business owner how to do things better
b alerting management to problems that need prompt attention and
correction. Durthermore- the indicate long7range opportunities for product
innovation and problem prevention.
Complaints also provide information about product 6ualit:
=o get this valuable feedbac)- complaint7reporting must generate information
swiftl and sstematicall to the appropriate managers or departments.
Communicating the Comlaints 3anagement System
3 complaint management sstem must be visible and accessible in order to
serve customers and accomplish compan goals. ,anagement- sales and
service staff should all cooperate to ma)e the complaint sstem accessible to
customers.
>o' should 'e ubliciFe the comlaint management system#
on posters and signs in the sales and service area
on contract forms and sales slips
in invoice and statement mailings
in advertising 77 our companRs complaint sstem could be the theme
of an advertising campaign
on product pac)aging and labelling
2nstructing customers of their responsibilities can help avoid
misunderstandings and unnecessar complaints. 2nclude advice in the
material that advertises our complaint sstem and have sales and service
personnel encourage consumers to do the following:
Carefull read promotional material and product literature before
buing.
Dollow instructions in the use and care manual.
$nderstand the terms of sale 4warranties and guarantees- contracts-
credit terms- refund policies- and so on5.
The 17Ste Customer Comlaint 3anagement System
1. 1esignate a Gocation to >eceive Complaints
Customers need to )now where and how to file complaints or
ma)e in6uiries.
Select a place to receive complaints that is visible and
accessible to consumers.
(ublici&e the complaint sstem to encourage customers to voice
their dissatisfaction and to ma)e the good intentions of the compan
apparent.
2. Complaints >ecord7)eeping
Complete the Complaints >egister ever time a complaint is reported in
the store.
:nsure the date the complaint was received is recorded as well as the
customer;s name- the details of the complaint and the customer;s
contact number.
=he person receiving the complaint must record their name on the form
and if that person is unable to resolve the problem- the person who the
complaint is being handed to for resolution must record their name on
the register. 3ssign the complaint to OC: person for handling.
Keep an accurate record of how the complaint was dealt with or what
the outcome was and also whether or not the customer was satisfied
with the outcome.
2f the customer is dissatisfied with the outcome- the case will generall
remain open until the issue is resolved to customer satisfaction. 2f the
case is closed it can be closed off on the form and signed off b
management. 3lso record the date on which the case was finall
closed.

#. 3c)nowledge the Complaint
Complaining involves some inconvenience and- possibl- expense.
Goal customers with strong feelings are often involved and ou should
ac)nowledge the fact that the;ve ta)en the time to complain.
(ersonali&e the response.
=al) to the customer- if possible- b phone or in person.
$se letters when necessar- but avoid impersonal standard format
letters.
=a)e extra time- if needed- to help consumers with special needs- such
as language barriers.
%. 2nvestigate and 3nal&e the Complaint
Be fair.
Met both sides of the stor.
Keep accurate records of all meetings- conversations or findings and
retain these on file with the Customer Complaints >egister.
'. >esolve the (roblem in a ,anner Consistent with Compan (olic
Dorward the complaint to the appropriate level of authorit for
resolution.
Keep the customer informed through progress reports.
Cotif the customer promptl of a proposed settlement or outcome.
*. Dollow7$p
Dind out if the customer is satisfied with the resolution. @as it carried
outF
>efer the complaint to a more senior person- if necessar. =his could
include Bead Office or a Supplier.
Cooperate with the third7part.
+. Complete and Dile the >eport and (eriodicall 3nal&e and Summari&e
Complaints
Circulate complaint statistics and action proposals to appropriate
departments.
1evelop an action plan for complaint prevention.
,a)e sure the customer viewpoint is given appropriate consideration in
compan decision ma)ing.
2ealing 'ith a comlaint
(rovide an opportunit for customers to share their thoughts
Gisten
:mpathise
3pologise
(roblem Solve
Cever Sustif
8ou have watched the 1H1 on dealing with tric)
customers. Gist a few points that ou learnt from this video.
.OL( <L&$#
3 customer comes into the store with
half a tin of paint. Be is unhapp about
the fact that he bought two tins of this
colour and the paint in this tin is not the
same as the first tin. Be is ver
unhapp and wants ou to refund him
for both tins- as he now has to repaint
the wall from scratch.
Gisten:
:mpathise:
3pologise:
(roblem Solve:
.OL( <L&$#
3 ver unhapp loo)ing customer is
standing at the irrigation products. On
approach she starts shouting at ou.
She is in the middle of a do it ourself
?ob and she was in the store about a
wee) ago and the sales person who
assisted her did not inform her about all
the tools and accessories she needed
to complete the ?ob. She now has to
drive up and down between her house
and the store- because she )eeps
finding out she needs something else.
Bow are ou going to solve this situation.
Gisten:
:mpathise:
3pologise:
(roblem Solve:
G. The Telehone
Bow do ou answer the telephone at wor)F
The golden rules o! seaking on the hone
JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ
JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ
JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ
JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ
JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ
JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ
Tools o! the trade
(hone
Cotepad
(en
Why Three rings?
>o' do 'e ans'er?
Mreeting- Compan- Came
JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ
JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ
JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ
JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ
Closing
Summarise the main points and reach an agreement on the
course of action- do what ou said
.OL( <L&$#
>ole pla a telephone conversation with
a customer as)ing for a specific
product. 8ou do not )now the answer
but can find out 6uic)l b chec)ing on
the shelf. Bow do ou deal with this
telephone conversation.
1H. 3oments o! truth
1efine ain our own words what a !,oment of =ruth" is.
Gist a number of placesEareas where customers can experience a moment
of truth.
11. Innovative retailing
Sell on price or provide a uni6ue experience
Dirst function of mar)eting
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Second function of mar)eting
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8ou are successful if ou affect
=heir life
=heir health
=heir famil
=heir appearance
=heir wealth
=heir happiness
=hree challenges
Moing from pleasure see)ing to devotion to pleasure
Moing from saving time to savouring time
Moing from ecolog to dail environmental friendliness
=hree )e factors

@hat ma)es our business successfulF

Like
Trust
@hat ma)es ou li)e someoneF
@hat ma)es ou trust someoneF
Create an experience
Bow can ou build the experience in 8O$> businessF
Commodit
Q
Moods Q
Service Q
:xperience Q
=he price paid depends on the offering.
:xperiences are as distinct from services as services are
from goods.
Ref: The E,perience Economy,
#oseph Pine '' an #ames ?ilmore
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2nnovators thought process
1.
2.
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-ut !irst
@hat is our
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$ou must lay the image game by the rules
Ref: 4o//ie ?ee Enterprises, !S>
Birst imressions
Welcome

Last imressions
Bare'ell

@hat;s stressing our customersF

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+otes
.etail Training Institute
Learner 'orkbook
I & Con!idential In!ormation
Introduction to Customer Service
& Selling
;ersion# 1 <age /0 o! /0
1%. &CTIO+ <L&+
2 will go awa form this wor)shop and implement the following in m wor)place:
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