Customer Services and

Retail Selling
By
Kevin Scofield
Blaine Yamamoto
Chapter 12 Overview
Customer Service: all activities performed by the
retailer that influence
The ease with which a potential customer can shop or
learn about the retailers offering
The ease with which a transaction can be completed once
the customer attempts to make a purchase
The customers satisfaction with the transaction
High-quality service: delivering service that
meets or exceeds customers expectations
Relationship Retailing: includes all the activities
designed to attract, retain, and enhance customer
relationships
Chapter 12 Overview
Why is Relationship Retailing Important?
Loyal customer are less price conscious and less
prone to shop other retailers selling the same
merchandise mix
A study by the U.S. Office of Consumer Affairs
revealed that it costs a retailer five times as
much money to attract a new customer as it
does to get a former customer to return
Instead of trying to maximize profits, retailers
are focusing on building a mutually beneficial
relationship with their customer
Chapter 12 Overview
High-performance retailers can develop
these relationships with their customers by
offering two benefits:
Financial
Frequent purchaser discounts
Product upgrades
Social
Must offer excitement and entertainment
Chapter 12 Overview
Common Customer Services
Pre-transaction Services
Convenient Hours
Transaction Services
Credit
Gift wrapping and Packaging
Merchandise Availability
Post-transaction Services
Complaint Handling
Merchandise Returns

The Nordstrom Way
Gold Standard for Customer Service
Empowering Front-line People
Nordstrom Salespeople Make Decisions
as if Managing Own Business
Thinking Like the Customer
In Customers Shoes
Thinking More About Own Organization,
Processes, and Rule Book

Nordstrom Way (Cont.)
At Nordstrom
Taking Customers to Fitting Rooms
Walk Around Counter and Hand Their
Purchase
Answer Telephone Within Three Rings
Send Thank-You Notes and Call
Customers
Generous Return Policy
Nordstrom Way (Cont.)
Not in the Apparel, Shoe, or Cosmetic
Business
In the Customer Business
What it Takes?
Courage
Dedication
A Way of Life

Nordstrom Of.
Brand of a Business Philosophy
We are the Nordstrom of..
Civil Engineering
Plumbing
Heating and Air Conditioning
Funeral Homes
Hospitals
Questions?
Sources
http://seattlepi.nwsource.com/business/289
24_nord_way26.shtml
http://www.uch.edu/content/maternity/cont
ent.asp?id=4D15B6BB286D4FEF8417F9D66
4B7D8FD&title=Birthing%20Center%20Post
partum%20Room
http://triad.bizjournals.com/dayton/stories/2
005/05/02/story5.html?page=1
Beasty, Colin,CRM Magazine; May2005, Vol.
9 Issue 5, p18, 2p, 5c