Liberty Shoes Online - Importance of Customer

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Importance of customer serviceDay 1Session 4
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Session Content

• Key success factors in retailing
• Why is customer service important
• Lifetime value of a customer
• Customer service in retail
• What is customer service

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Key success factors in retailing today

• Ability to create long-standing relationship with
  customers
• Customer focused product range
• Sustained availability
• Trained personnel
• Inventory management

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The Customer

• Selling per Sq. foot is Out
• Selling per Consumer is in
• If we dont change
• Our Customer will!!!

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Key to Long Term Business Success

• .....IS TO CREATE RETAIN CUSTOMERS
• Goal Acquiring Life time value of a customer!!!

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Customer Loyalty Ladder
Advocate
Client
Customer
Shopper
Prospect
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Customer Advocacy

• Is more effective than any advertisements
• Customers speak on an average to 8 people If they
  are happy with store customer service
• Customer speak on an average to 22 people if they
  are unhappy with store customer service

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Customer expectations from retail
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The Customer

• Everybody is pursuing the customer
• Customer
• Exposed to competition
• Getting used to being pampered
• Options of spending growing
• Upto date with international trends standards
• Better informed
• Less forgiving
• Less loyal

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The Customer

• Customer
• Brand conscious but not necessarily brand loyal
• Demands value
• For money
• For time
• Shopping is coupled with social activity
• Dinner
• Movie
• Meeting over coffee

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Customer expectations

• Feeling important
• Higher satisfaction
• Better shopping experience
• Higher Convenience
• Easier buying
• Better value

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The Customer

• WE MUST
• Surpass customer expectations today..so that
  he/she returns to our store again and again
• Build customer loyalty
• Repeat customer
• Lifetime value of the customer
• Meet their needs and wants for the future

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The Single Differentiator

• CUSTOMER SERVICE
• is the sole differentiator
• between stores

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What is Customer Service?

• TRUST
• COMPETENCE CHARACTER

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Exercise

• Discuss examples from your experience as
  customers
• When good customer service has built your loyalty
  to a store, or made you an advocate
• When poor customer service has driven you away
  from a store, and tell others about it