Customer ServiceThe Importance of

In Retail

David Burroughs Mari-Beth Ortega Daniel Paul

“The Customer Is Always Right”

• Originated with entrepreneurs, like James Cash Penny

• First Penny store opened in 1902, “The Golden Rule”

• Customer service has evolved with the retail shops.

Erosion of Customer Service• Carriage-trade department store

locally owned and operatedInspired intense customer loyalty and good

service

• Department stores of the 70sProvided good customer service

• Department stores of the 80s Era of M&A’s and geographic expansionBad for customer service

• Department stores of todayCustomer-oriented policies and procedures have eroded in favor of tight expense control

From Boardroom to Selling Floor

• is the recognized industry leader

• Costumer Service is a reflection of top management

• Constant change confuses employees and customers

Steps to Improve Customer Service

Step #1Adopt the attitude that anything can be changed

The better companies figure out a way to accomplish things that everyone says can’t be done

Step #2• Everyone contributes to

the customers perception of service

• Great customer service should start in the parking lot

Step #3

• Respect your employees’ limits

• Recognize the demands of family and leisure interests

Step #4

• Professionalize the “personnel function”

• Recruit new hires with your best employees

Step #5• Phase out the use of part time/temp employees

• Positions require commitment and knowledge from employees

Step #6

• Teach managers the art of positive reinforcement

• Help people reach their full potential by “catching them doing something right”

Questions

David Burroughs Mari-Beth Ortega Daniel Paul

Any…….