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La filosofia del servizio vendita al dettaglio

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Diploma in Customer Service
Customer Service in the Retail Industry
The Philosophy of Retail Service
The Philosophy of Retail Service
Retail employees spend more time in direct contact with customers than employees in any other industry. Because of this, customer service is an integral part of any retail business.

To serve the customer is the purpose of the retail industry. The industry is reliant upon sales from individual customers. Such an attitude should inform every aspect of a retail business. Customers should be viewed as a part of the business, not an outsider.

Retailers should constantly remember that customer service is fundamental to their business. It should become an integral part of their daily routine. Excellent customer service is what separates a retailer from their competition.

This unit will focus on the philosophies and practices needed to achieve the highest level of customer service in the retail industry.

The customer experience is influenced by their first impressions of the store front, the ease of locating and availability of merchandise, and their interaction with store personnel. These are all factors we can positively influence the customer.

Attention must be paid to the outside appearance of your stores and parking lots. Every morning as you come to work, look at your facilities through the eyes of a first time customer. Does it look cared for, does it invite you to stop and come in? If you were visiting for the first time, would you feel comfortable and want to come inside this store? What can you do to improve and maintain a positive appearance?

How does your store look when you first enter the doors? Is it neat and clean, are the aisles clear, does signage help you find where you need to go? Does it invite you in?

Do the personnel in the store meet and greet customers as they come into the store, or into their departments? Do they understand that no matter what their present task is, their first priority is greeting and helping the customer?

Do they understand that their interaction alone may influence how the customer perceives the store? Their attitude, their welcome, and willingness to help each customer will be the impression that the customer will hold in their minds.

All personnel should understand that while they are at work and on the sales floor, or on the phone, they are representing the store. Even if they only work 10 hours a week, during those 10 hours they may be the factor that makes or loses a new or repeat customer.

Every retail employee should aim to make a difference, to interact positively with their customers, to feel that they are an important part of the store. If you make your customers feel appreciated, they will follow your lead.

Think of the times when one person in a business or company has influenced the way you perceive that business (despite what you may know about the company or may have experienced in the past). Use this experience to influence the way you treat customers.

You do not want any customer to form a negative opinion of your store because they have to interact with someone working there who is having a “bad day”. All personnel should think in terms of the impression they are giving each time they interact with a customer. Smile, be positive, be helpful, pay attention, and be sincere.

Every employee in the retail industry should understand that they are expected to provide excellent customer service and be aware of the consequences should these expectations not be met. It is an absolute given that the first priority of every employee is customer service.

Expectation: Employees are expected to be courteous, attentive, and helpful. Rudeness and avoiding or ignoring a customer should not be tolerated. The commitment to deliver excellent customer service is not just a policy, it is a job requirement. Failure to meet customer service expectations is a failure to do your job!

Involvement: Everyone must be involved in focusing on the customer, providing positive customer service, and in reinforcing that behaviour throughout the store. It is not just the job of the person at the service counter to provide good customer service, it is everyone’s job!

Responsibility: Every staff member must take responsibility for seeing that each customer is greeted, listened to and helped. Contact with each customer should be a positive experience, and the customer should not have to seek assistance—they should be offered assistance.

Purpose: The purpose of retail employees is to offer excellent customer service to each and every customer whether they come into the store, call on the phone, or use the website. It involves a way of thinking and acting that is focused solely on customers.


A retail customer is anyone who comes into your store, calls on the phone, or visits your website. It is your job to let each customer know they are important to you and your store and make them feel welcome.

END OF UNIT:
The Philosophy of Retail Service

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