Class 11 Retail Chapter 4 Specialist Support to Customers Solutions English Medium As Per AHSEC New Syllabus to each chapter is provided in the list so that you can easily browse through different chapters Class 11 Retail Chapter 4 Specialist Support to Customers Question Answer and select need one. Class 11 Retail Chapter 4 Specialist Support to Customers Notes Download PDF. AHSEC Class 11 Elective Retail Question Answer English Medium.
Class 11 Retail Chapter 4 Specialist Support to Customers
Also, you can read the NCERT book online in these sections Solutions by Expert Teachers as per Central Board of Secondary Education (CBSE) Book guidelines. AHSEC Class 11 Elective Retail Textual Solutions are part of All Subject Solutions. Here we have given AHSEC Class 11 Retail Textbook Solutions English Medium for All Chapters, You can practice these here.
Specialist Support to Customers
Chapter: 4
| SESSION 1: PROVIDING PRODUCT INFORMATION |
| Check Your Progress |
A. Fill in the blanks:
1. A ___________________ provides product information to the customers to enable them to make the right buying decision.
Ans: Sales associate.
2. ____________________ persuades consumers to purchase a product.
Ans: Product information.
B. Multiple choice questions:
1. A _________ needs to know a product’s features, benefits and whether it solves their problems before purchasing it.
(a) Customer.
(b) Supplier.
(c) Cashier.
(d) Debtor.
Ans: (a) Customer.
2. In order to help a customer what to buy, a sales associate must have essential and up-to-date _______________.
(a) Techniques.
(b) Product knowledge.
(c) Both (a) and (b).
(d) None of the above.
Ans: (b) Product knowledge
3. The information about a particular product can be provided as advertisements in ____________________.
(a) Newsletters.
(b) CDs.
(c) Audio tapes.
(d) None of the above.
Ans: (a) Newsletters.
C. State whether the following are True or False:
1. Product is an article that is manufactured for sale.
Ans: True.
2. Product information is useful to compare with.
Ans: True.
3. Videos are not useful for visual explanation.
Ans: False .
4. Information cannot be distributed through electronic mode via email.
Ans: False .
D. Short answer questions:
1. Define product.
Ans: In marketing, a product is anything that can be offered to a market that might satisfy a want or need. In retail, products are called ‘merchandise’. In manufacturing, products are bought as raw material and sold as finished goods. A service is another common product type. A product can be classified as ‘tangible’ or ‘intangible’. A tangible product is a physical object that can be perceived by touch, such as a building, vehicle, gadget, or clothing. An intangible product is one that can only be perceived indirectly, such as an insurance policy. Services can be broadly classified under intangible products, which can be durable or non-durable.
2. What is product information?
Ans: Product information can persuade consumers to purchase a product. The product must fulfill a need or solve a problem that a customer may be experiencing. For example, if the customer needs a digital camera for a night time event, he or she will look for a camera that successfully works at night. Therefore, product developers must make it a priority to present accurate product information to the customers.
3. What is one-to-one information?
Ans: In this method, a customer and sales associate come face-to-face, where information regarding a product is given to the customer.
4. How is product information conveyed through web pages?
Ans: A product webpage highlights various product offerings along with its brief description.
5. How are product videos useful in giving product information?
Ans: Video proves to be a great way to communicate how a product works, display its features and appearance.
E. Long answer questions:
1. Explain the features of a product.
Ans: In business, a product feature is one of the distinguishing characteristics of a product or service that helps boost its appeal to potential buyers, and might be used to formulate a product marketing strategy, which highlights the usefulness of the product in order to target potential consumers. Product features are the characteristics of a product that describe its colour, branding, packaging, labeling, varieties and capabilities. A product feature is a slice of business functionality that has a corresponding benefit or set of benefits for that product’s end user.
2. Why do customers need product information? What are the different types of product information media?
Ans: The customer needs to know exactly what one is getting before purchasing a product. The customer needs to be excited about the possibilities of the product one wishes to purchase. This can be done only by providing the right product information. The customer wants to know what makes the product better than the competition or whether or not it is faster, more efficient or more user-friendly.
Thus, product information helps customers to:
(i) Identify the kind of product they are going to buy.
(ii) Identify if the product meets their needs and interests.
(iii) Understand the size, shape, colour, price, style, brand, availability, etc., of a particular product.
(iv) Understand how to use the product, in the correct manner.
(v) Compare the product with other products regarding the quality, price, quantity, availability, and substitute product they should prefer.
(vi) Understand the packaging, modes of payment, modes of delivery, any other specification of the particular product.
(vii) Describe the terms and conditions related to returning of the product, insurance, damage, etc., and,
(viii) Understand any other information related to the product.
The different types of product information media are as under:
(i) One-to-one: In this method, a customer and sales associate come face-to-face, where information regarding a product is given to the customer.
(ii) Product videos: Video proves to be a great way to communicate how a product works, display its features and appearance.
(iii) Product webpage: A product webpage highlights various product offerings along with its brief description.
(iv) Audio tapes, CDs and podcast: Product information can also be given through tapes, CDs, podcast, etc.
(v) Newsletters: The information about a particular product can be provided as advertisements in newsletters.
(vi) Email: Information may be distributed by electronic means in bulk through a mailer.
(vii) Banners and posters: Banners and posters also help in spreading product information.
(viii) Pamphlets, leaflets or brochures: These media of providing information includes the name, price, brand, specifications, terms and conditions, etc.,
3. How do sales associates help customers in deciding what to buy?
Ans: In all, product information provides many Letters E-mail Bulk mail Posters benefits, from helping the sales associate achieve the targets to help a company’s systems function. By giving product information, the company speeds up the time it takes to bring a product to the market, decreases the time it takes to get new products placed in catalogues and websites, and increases revenue through high quality product information. The customers need access to this information, so it is critical to place priority on developing better product information for your business.
G. Check your performance:
1. Draw a chart on the types of product information media.
Ans:
2. Demonstrate how to help a customer decide what to buy.
Ans: In all, product information provides many Letters E-mail Bulk mail Posters benefits, from helping the sales associate achieve the targets to help a company’s systems function. By giving product information, the company speeds up the time it takes to bring a product to the market, decreases the time it takes to get new products placed in catalogues and websites, and increases revenue through high quality product information. The customers need access to this information, so it is critical to place priority on developing better product information for your business.
| SESSION 2: TECHNIQUES TO ENCOURAGE CUSTOMERS TO BUY PRODUCTS |
| Check Your Progress |
A. Fill in the blanks:
1. If the same type of complaint occurs on a regular basis, then prepare an _______________ for the same.
Ans: Action plan.
2. A ____________ note leaves a positive impact on a customer.
Ans: Handwritten.
B. Multiple choice questions:
1. When ___________ customers are in a store or facility, make time to chat with them briefly and ask if there is anything you can do for them.
(a) Retail.
(b) Valued.
(c) Demonstration.
(d) Debtor.
Ans: (b) Valued.
2. While giving information to the customers, a sales associate must be ______________ with the customers.
(a) Polite and friendly.
(b) Angry.
(c) Rude.
(d) None of the above.
Ans: (a) Polite and friendly.
C. State whether the following are True or False:
1. Customer motivation is driven by one’s thoughts, feelings and beliefs.
Ans: True.
2. Testers enable customers to try new products.
Ans: True.
3. Customers can be motivated with offers or incentives.
Ans: True.
4. Customer service policy is an oral document that outlines what an employee has to follow.
Ans: False.
D. Short answer questions:
1. Define customer motivation.
Ans: Consumer motivation is an internal state that drives people to identify and buy products or services that fulfill their conscious and unconscious needs or desires. Customer motivation is driven by a customer’s thoughts, feelings and beliefs.
2. What do you mean by promoting positivity?
Ans: Positivity is a powerful weapon to motivate the customers. Positivity has the ability to persuade, inspire and motivate. For example, an engaging retail experience with strong customer service will generate positive emotions, and promoting positivity will only encourage sales it can act as a hook, building customer loyalty.
3. What is meant by offering testers?
Ans: There comes a point in the buying process when a decision has to be made. Based on a number of factors, your customer will either commit to a sale or will turn away. Testers enable uncertain customers to try out your product or service before having to commit, giving you the opportunity to build a relationship and convert the person.
4. What is brand loyalty?
Ans: Brand loyalty means when a customer likes a brand so much that they keep buying it again and again. They trust the brand and are happy with its products. Even if the brand is a little costlier or not available everywhere, they still choose the same brand.
5. What is brand image?
Ans: It is an opinion created in the customer’s mind. The image is developed over time through advertisements, product quality, customer experience, etc. A good brand image creates trust and helps attract and retain customers.
E. Long answer questions:
1. What do you mean by customer motivation? Why is it needed?
Ans: Consumer motivation is an internal state that drives people to identify and buy products or services that fulfill their conscious and unconscious needs or desires. Customer motivation is driven by a customer’s thoughts, feelings and beliefs. If a product fulfils customer needs, it will motivate the customer for repeat purchase. Hence, a retailer has to understand customers and control their motivations. Depending on how important a purchase is to an individual, his or her motivational levels may vary from low to high. Influences include familiarity with the purchase, status factors and overall expense and value. Where fulfillment rewards are low, such as with groceries, motivation levels are also relatively low and involve little decision-making behaviour.
We all have needs and wants, and it is the desire to fulfill these needs that motivates our choices. This applies to all aspects of life, from health and fitness to personal development business is no exception.
Listed below are some tips on how to motivate your consumers to buy:
(a) Promote positivity: Positivity is a powerful weapon to motivate the customers. Positivity has the ability to persuade, inspire and motivate. For example, an engaging retail experience with strong customer service will generate positive emotions, and promoting positivity will only encourage sales — it can act as a hook, building customer loyalty.
(b) Inform the customer: When you are attempting to influence a customer’s thinking, it is important that the sales associate focuses on the benefits of the product or service and what it can do for them. Consumers look for trustworthy, knowledgeable individuals to educate them on a purchase. Trust is the most important factor leading to long-term relationships and repeat sales.
(c) Offer testers: There comes a point in the buying process when a decision has to be made. Based on a number of factors, your customer will either commit to a sale or will turn away. Testers enable uncertain customers to try out your product or service before having to commit, giving you the opportunity to build a relationship and convert the person.
(d) Encourage brand loyalty: Brand loyalty is one of the best ways to secure reliable business, and building brand loyalty is the key. Rewarding consumers for their custom with stronger offers or incentives is an excellent way to motivate repeat custom.
(e) To communicate a consistent message: Every business needs a consistent voice. It is important to develop a clear and compelling message that can be delivered consistently across all touch points. If an offer is clear, then it is a much easier sell.
(f) To improve the brand image: Consumers’ decisions are hugely influenced by their awareness and relationship with your brand. Not only should the brand image reflect the company’s values and message but it should also engage with the target audience.
2. What do you mean by customer service policy? What are the policies for giving information to the customers?
Ans: A customer service policy is a written document that employees follow when dealing with customers, who are not satisfied with the company’s products or services. It also lists how employees should behave so as to improve the overall experience for the customers.
Most companies provide a wide range of products and services and employ a sizeable number of employees. A customer service policy ensures that each person within the organisation understands the importance of serving the customers consistently with the same high quality of service — irrespective of which department the employee may work in or at what rank. Such a policy ensures that the employees know that they must put the needs of the customers before their own and that providing empathetic, caring and responsive service is everyone’s responsibility.
The policies for giving information to the customers are as under:
A well-expressed and written down customer service policy is like a set of rules and a path, which when followed will lead to empowerment of the employees, as well as, ensuring that the customers are satisfied with the services of the company most of the time.
While giving information to the customers, the sales associate must:
(i) Be polite and friendly.
(ii) Respect customer differences like values, cultures and beliefs.
(iii) Respect dignity of all customers.
(iv) Listen carefully and respond in an attentive way to customer inquiries.
(v) Protect confidentiality of information.
(vi) Acknowledge the customers by name.
(vii) Introduce himself or herself by name and role.
3. What are the policies for customer complaints?
Ans: A complaint handling policy or a complaints policy lays down the process and measures on how to resolve, handle and manage customer-related complaints on products and services offered by a business.
The steps of complaint handling and resolving process are as follows:
Step 1: When a customer complains, the sales associate needs to take the matter seriously and ensure that the details being given by the customer are correct.
Step 2: The sales associate must take up the matter to the store manager in case of employee complaints. The complaint must be documented in all aspects.
Step 3: According to the complaint type, sufficient action must be taken by the sales associate or store manager.
Step 4: If the complaint is not solved at the store level by the sales associate or store manager, then the retailer’s head office must inform and take order from them to solve customer problems.
Step 5: If the same type of complaint occurs on a regular basis, then prepare an action plan for the same.
Step 6: Lastly, an evaluation should be undertaken at a pre-determined date to ensure that improvement has occurred.
4. What are the techniques for encouraging customers?
Ans: The techniques for encouraging customers are as under:
(a) Keep customers informed: Let the customers know about the business and how the product and service offerings can help them. The retailer should produce a newsletter or greeting card series that can be mailed or e-mailed to the customers regularly and ensure that the website contains plenty of information on customer care services.
(b) Send handwritten notes: There is a lot of power in a handwritten personal note. It is the cheapest and most effective loyalty building and customer retention tool. Handwritten notes leave a positive impact on the customers.
(c) Talk to the customer: The retailer should give the customers a call to inform them about offers. He or she should make time to chat with them briefly and ask if there is anything that can be done for them.
(d) Remember important occasions: Wish and greet the customers on their birthdays, anniversaries, and other important days. Send personalised cards or letters in conjunction with these occasions.
F. Check your performance:
1. Perform role-play on need for motivating customers to buy products in a given condition.
Ans: Students do it yourself.
2. Classify the policies for providing information to the customers.
Ans: The policies for giving information to the customers are as under:
A well-expressed and written down customer service policy is like a set of rules and a path, which when followed will lead to empowerment of the employees, as well as, ensuring that the customers are satisfied with the services of the company most of the time.
While giving information to the customers, the sales associate must:
(i) Be polite and friendly.
(ii) Respect customer differences like values, cultures and beliefs.
(iii) Respect the dignity of all customers.
(iv) Listen carefully and respond in an attentive way to customer inquiries.
(v) Protect confidentiality of information.
(vi) Acknowledge the customers by name.
(vii) Introduce himself or herself by name and role.
3. Demonstrate the steps involved in handling customer complaints and techniques to encourage customer’s loyalty.
Ans: A complaint handling policy or a complaints policy lays down the process and measures on how to resolve, handle and manage customer-related complaints on products and services offered by a business.
The steps of complaint handling and resolving process are as follows:
Step 1: When a customer complains, the sales associate needs to take the matter seriously and ensure that the details being given by the customer are correct.
Step 2: The sales associate must take up the matter to the store manager in case of employee complaints. The complaint must be documented in all aspects.
Step 3: According to the complaint type, sufficient action must be taken by the sales associate or store manager.
Step 4: If the complaint is not solved at the store level by the sales associate or store manager, then the retailer’s head office must inform and take order from them to solve customer problems.
Step 5: If the same type of complaint occurs on a regular basis, then prepare an action plan for the same.
Step 6: Lastly, an evaluation should be undertaken at a pre-determined date to ensure that improvement has occurred.
The techniques for encouraging customers are as under:
(a) Keep customers informed: Let the customers know about the business and how the product and service offerings can help them. The retailer should produce a newsletter or greeting card series that can be mailed or e-mailed to the customers regularly and ensure that the website contains plenty of information on customer care services.
(b) Send handwritten notes: There is a lot of power in a handwritten personal note. It is the cheapest and most effective loyalty building and customer retention tool. Handwritten notes leave a positive impact on the customers.
(c) Talk to the customer: The retailer should give the customers a call to inform them about offers. He or she should make time to chat with them briefly and ask if there is anything that can be done for them.
(d) Remember important occasions: Wish and greet the customers on their birthdays, anniversaries, and other important days. Send personalised cards or letters in conjunction with these occasions.
| SESSION 3: PERSONALISED CUSTOMER SERVICE |
| Check Your Progress |
A. Fill in the blanks:
1. Tailoring interactions to individuals is crucial to make the _____________.
Ans: Sale.
2. For many consumers, a _____________ level of customer service is enough to sway their decision to shop with a particular store.
Ans: Superior.
3. ______________ through emerging technologies enables retailers to create loyal customers and boost revenues.
Ans: Personalisation.
B. State whether the following are True or False:
1. The increase in sales depends on the personalised sales support provided to the customers.
Ans: True.
2. Repeat sales can be generated by telling customers about promotions.
Ans: True.
3. Maintaining good relations with customers will help in gaining long-term profit.
Ans: True.
C. Match the columns:
| Column A | Column B |
| 1. Personalisation | (A) Personalised sales. |
| 2. Customer service standards | (B) Built with trust. |
| 3. One-to-one sales | (C) Adds value to a customer’s choice. |
| 4. Rapport | (D) Customer retention strategy. |
| 5. Building customer relationship | (E) Set a target to meet customer needs. |
Ans:
| Column A | Column B |
| 1. Personalisation | (C) Adds value to a customer’s choice. |
| 2. Customer service standards | (E) Set a target to meet customer needs. |
| 3. One-to-one sales | (A) Personalised sales. |
| 4. Rapport | (B) Built with trust |
| 5. Building customer relationship | (D) Customer retention strategy |
D. Short answer questions:
1. Define personalised service.
Ans: Personalisation is a means of meeting the customer’s needs more effectively and efficiently, making interactions faster and easier, and consequently, increasing customer satisfaction and the likelihood of repeat visits. Consumers have a lot of choices, and personalised service can set the business apart from competition. For many consumers, a superior level of customer service is enough to sway their decision to shop with a particular store.
2. What are customer service standards?
Ans: Customer service standards are a company’s rules or guidelines that inform and shape the customer’s relationship with the business at every step throughout the customer experience.
3. What is meant by maintaining a good relationship with customers?
Ans: The act of maintaining a relationship with customers is an essential part of a business strategy. Listening and providing support to the customers is an easy way to maintain customer relationships. For example, if the customers are having issues with any product, the sales associate must always provide an honest answer and not make fake promises. Building customer relationships is one of the customer retention strategies.
E. Long answer questions:
1. What are the standards set by the company towards personalised customer services? Explain in detail.
Ans: Customer service standards are a company’s rules or guidelines that inform and shape the customer’s relationship with the business at every step throughout the customer experience. Companies adopt these standards to empower customer service employees to resolve complaints, problems and questions as quickly and satisfactorily as possible for both the customer and the company. Strong customer service standards can help the company retain more loyal customers and increase profits significantly. Customer service standards are a set of policies and expectations that have been created and adopted by the company. These standards cover all points of contact the business may have with the customer.
Best practices for providing personalised customer services:
People today not only want personal touch from customer service representatives they expect it. Fortunately, for entrepreneurs, personalised customer service is one area where small businesses can really shine.
Following are the ways in which personalised services can be offered:
(i) Greet the customers.
(ii) Listen effectively to the customers’ requests.
(iii) Promptly take necessary action.
(iv) Inform the customers of unexpected delays.
(v) Touch base with the customers to update.
(vi) Respond immediately.
2. Why do you mean by personalised sales support?
Ans: A ‘personalised service’ is a service which is made-to measure for the customer. Personalisation positively drives key returns, such as revenue, conversion and average transaction value. Personalised sales support is a method whereby the sales associate tries to customise as per the unique needs of a specific customer or specific subset of customers.
3. What are the steps involved in personalised sales service?
Ans: Following are the steps involved in a personalised sales support:
(a) Track consumers’ actions: Behavioural tracking and price targeting have grown rapidly in popularity among marketers and are likely to continue to gain acceptance. It is done to identify the items the customers have enquired about. There are potential increases in sales revenue and profits inherent in tailoring offers and prices to the buyer’s behaviour.
(b) Analyse customers by context: Customer analysis is a process by which data from customer behaviour is used to help make key business decisions via market segmentation and predictive analytics. This information is used by businesses for direct marketing, site selection, and customer relationship management to provide a highly personalised shopping experience.
(c) Use individual targeting rules: Individual targeting is a technique used by sellers to increase the effectiveness of their sales and marketing. Through information collected on an individual’s behaviour, such as the products they express interest in and or the searches they have made, sales associates select which products to display to that particular customer.
(d) Create rules-based ‘cross-selling’ recommendations: Cross-selling is the action or practice of selling an additional product or service to an existing customer. Cross-selling is profitable for sellers as it allows them to sell more, closely tie customers to their products, and make them purchase again. However, it is also advantageous for the customers since they can buy the required supplement
(e) Mobile commerce personalisation: Many top retail marketers are revising their digital marketing strategies to focus on engaging the mobile shopper and strengthen their mobile commerce (m-commerce) personalisation plans. The consumers have shifted from primarily researching products via mobile, and then, switching to desktop or tablet to make purchases to now completing the entire shopping journey on their smart device.
Nowadays, retailers are taking advantage of this market surge and connecting with consumers through an enhanced, personalised mobile site. Leveraging m-commerce personalisation allows retailers and brands to deliver tailored content and recommendations based on browsing behaviour and contextual data, such as location, weather, and time of day.
(f) Generate loyalty through personalised services: Following loyalty strategies are used in a personalised way to strengthen the customers’ devotion to the retail business:
(i) Offering rewards for new customers.
(ii) Starting to offer discounts for store members.
(iii) Sending special and seasonal offerings.
(iv) Inviting customers to keep in touch.
(g) Generate repeat sales: It refers to using every opportunity to communicate the upcoming sales offers to the existing customers.
Repeat sales can be generated by:
(i) Telling customers about promotions.
(ii) Selling gift cards.
(iii) Promoting sales by sending periodical updates and latest offers.
(iv) Offering product demonstrations.
(v) Drawing the customers’ attention with additional benefits.
F. Check your performance:
1. Perform a role-play to explain the customer service standards and standards for personalised customer service.
Ans: Students do it yourself.
2. Demonstrate the steps involved in personalised sales support.
Ans: Following are the steps involved in a personalised sales support:
(a) Track consumers’ actions: Behavioural tracking and price targeting have grown rapidly in popularity among marketers and are likely to continue to gain acceptance. It is done to identify the items the customers have enquired about. There are potential increases in sales revenue and profits inherent in tailoring offers and prices to the buyer’s behaviour.
(b) Analyse customers by context: Customer analysis is a process by which data from customer behaviour is used to help make key business decisions via market segmentation and predictive analytics. This information is used by businesses for direct marketing, site selection, and customer relationship management to provide a highly personalised shopping experience.
(c) Use individual targeting rules: Individual targeting is a technique used by sellers to increase the effectiveness of their sales and marketing. Through information collected on an individual’s behaviour, such as the products they express interest in and/or the searches they have made, sales associates select which products to display to that particular customer.
(d) Create rules-based ‘cross-selling’ recommendations: Cross-selling is the action or practice of selling an additional product or service to an existing customer. Cross-selling is profitable for sellers as it allows them to sell more, closely tie customers to their products, and make them purchase again. However, it is also advantageous for the customers since they can buy the required supplement
(e) Mobile commerce personalisation: Many top retail marketers are revising their digital marketing strategies to focus on engaging the mobile shopper and strengthen their mobile commerce (m-commerce) personalisation plans. The consumers have shifted from primarily researching products via mobile, and then, switching to desktop or tablet to make purchase to now completing the entire shopping journey on their smart device.
Nowadays, retailers are taking advantage of this market surge and connecting with consumers through an enhanced, personalised mobile site. Leveraging m-commerce personalisation allows retailers and brands to deliver tailored content and recommendations based on browsing behaviour and contextual data, such as location, weather, and time of day.
(f) Generate loyalty through personalised services: Following loyalty strategies are used in a personalised way to strengthen the customers’ devotion to the retail business:
(i) Offering rewards for new customers.
(ii) Starting to offer discounts for store members.
(iii) Sending special and seasonal offerings.
(iv) Inviting customers to keep in touch.
(g) Generate repeat sales: It refers to using every opportunity to communicate the upcoming sales offers to the existing customers.
Repeat sales can be generated by:
(i) Telling customers about promotions.
(ii) Selling gift cards.
(iii) Promoting sales by sending periodical updates and latest offers.
(iv) Offering product demonstrations.
(v) Drawing the customers’ attention with additional benefits.
| SESSION 4: POST-SALES SERVICE SUPPORT |
| Check Your Progress |
A. Fill in the blanks:
1. ________________ refer to teaching customers the knowledge, skills and competencies required to know the use of a product.
Ans: Customer training.
2. ________________ lets the customers order a specific product or service that the business is unable to supply immediately.
Ans: Order forms.
3. Customer information is recorded and maintained by _______________ in different ways.
Ans: Companies.
B. Multiple choice questions:
1. Today, _______________ continues to be an important tool for both consumers and manufacturers.
(a) Post-sales service support.
(b) Phone call.
c) Customer data.
(d) Trust.
Ans: (a) Post-sales service support.
2. A ____________ to customers is a business necessity today, in order to attain customer loyalty.
(a) Support.
(b) Sale.
(c) Promise.
(d) Retail.
Ans: (c) Promise.
C. State whether the following are True or False:
1. Post-sales service support includes guarantee.
Ans: True.
2. Online support includes assistance with technology.
Ans: True.
3. Customer training refers to providing customers with the knowledge, skills and competencies required to know the use of the product.
Ans: True.
4. Maintaining records of customer information enables re-examination of processes and decisions.
Ans: True.
D. Short answer questions:
1. What is post-sales service?
Ans: ‘Post-sales service support’, sometimes called ‘after-sales service’, is a service provided after a customer has purchased a product. After-sales support may be provided by a retailer, manufacturer or a third party customer service or training provider, and may include warranty service, training, repair or upgrade, or various other services. After-sales support may be considered to be part of a company’s overall marketing strategy. Some customers might seek a company’s products based on its after-sales service.
2. What is online support?
Ans: It includes assistance with technology merchandise, such as PCs, software products, mobile phones, television sets and most electrical or mechanical products.
3. What is customer information?
Ans: Customer information is confidential and must be stored securely. A simple way to store customer information is to use an electronic spreadsheet. If there is detailed information, a customer relationship manager (CRM) database might be more suitable. The CRM can help the sales associate analyse customer information to find purchasing trends and identify their best customers.
4. What is protection of data?
Ans: Customer data protection needs to be right up there with product quality, safety, environmental protection, and anti-corruption processes. The information that is entrusted to the business by its customers must be protected not only for the sake of the brand but also any breaches could result in heavy fines. Businesses must take all possible action to protect the data they collect from the customers. Data in your business can be compromised in a number of ways, such as exposure of sensitive data by employees, virus and malware attacks, lost or stolen data, data lost in transit, etc.
5. What are the promises related to easy shopping?
Ans: Customers should be promised an easy shopping experience, in terms of flexibility, availability, transportation, durability, delivery, efficiency, reputability, etc. These qualities of a product make its shopping process easy.
E. Long answer questions:
1. What is post-sales service support? What are the types of post-sales service support?
Ans: ‘Post-sales service support’, sometimes called ‘after-sales service’, is a service provided after a customer has purchased a product. After-sales support may be provided by a retailer, manufacturer or a third party customer service or training provider, and may include warranty service, training, repair or upgrade, or various other services. After-sales support may be considered to be part of a company’s overall marketing strategy. Some customers might seek a company’s products based on its after-sales service.
After-sales service refers to all the things a retailer does to take the care of valued customers after they buy a product. This type of customer aftercare is important for any business.
The various types of after-sales support may consist of the following:
(a) Online or technical support and help desk: It includes assistance with technology merchandise, such as PCs, software products, mobile phones, television sets and most electrical or mechanical products.
(b) Onsite or customer support: Onsite or customer support includes services that help the customers with products in the store, mall, etc., at the time of sale. It is a range of customer services to assist the customers in making cost-effective use of products.
(c) Customer training: It refers to providing information to the customers regarding the knowledge, skills and competencies required to use the product. Customer trainings help the customers to know the actual utility of the product.
Today, post-sales service support continues to be an important tool for both the consumers and manufacturers. A customer expects a cost-effective and reliable after-sales support service. Manufacturers also rely on consumer satisfaction to maintain business and sales. Without a good after-sales support service, a product can be difficult to sell.
2. What do you mean by customer information? What are ways of maintaining customer information? What are the benefits for maintaining records of customer information?
Ans: Customer information is confidential and must be stored securely. A simple way to store customer information is to use an electronic spreadsheet. If there is detailed information, a customer relationship manager (CRM) database might be more suitable. The CRM can help the sales associate analyse customer information to find purchasing trends and identify their best customers.
Customer information is only useful if it is up-to-date. It is important to regularly check the accuracy of the customers’ information, and update it where necessary.
Maintaining a quality database with accurate customer information pays dividends in the end.
The benefits of maintaining records of customer information can be explained through the following points:
(i) Helps to work more efficiently.
(ii) Protects the interests of the government and the agency.
(iii) Protects employee and citizen rights.
(iv) Displays cost and its impact on the business
(v) Enables re-examination of processes and decisions.
(vi) Helps in research and development activities.
(vii) Enables steadiness and stability in the business.
3. What are the company’s laws and policies on data protection?
Ans: The data collected by retailers include customer information that makes a person identifiable, such as details of name, address, contact number, etc. It is important to understand what level of detail a business can hold on its customers. The business must have legitimate reasons for collecting and using the personal data. The business should not use the data in ways that have unjustified adverse effects on the individuals concerned, and should be open and honest about how it intends to use the data and ensure that nothing unlawful is done with the data.
Upon receiving the data, the following policies must be followed:
The collected data should be:
(i) Accurate and up-to-date.
(ii) Gathered for lawful purposes only.
(iii) Processed within legal and moral boundaries.
The collected data should not be:
(i) Communicated informally to the customers.
(ii) Stored for more than a specified period of time.
(iii) Transferred to other retailers that do not have adequate data protection policies.
(iv) Distributed to entities other than the parties that have been agreed upon by the data owner.
Some additional policies to be followed:
(i) Allow customer to know the collected data.
(ii) Update the customer on how the company will process their data.
(iii) Update the customer about others who will access their information.
(iv) Have terms in case of lost or corrupted data.
(v) Allow customers to modify, erase or correct the data contained in database.
4. Why is promise to customer important? What are the various types of promises made to a customer?
Ans: Keeping promises to customers is a business necessity today, in order to achieve customer loyalty. In today’s competitive business scenario, the customers have a huge number of choices and they are unlikely to stay with a company that is unable to inspire confidence and trust. When beginning association with a new customer, it is imperative for a company to set clear expectations. It is vital that the customer is kept informed in case of inadvertent delays, such that the customer is not kept waiting and guessing. Customers do not like to wait, especially if a company may have promised certain deadlines and service level standards. In order to remain consistently successful in keeping promises to customers, companies must promise only as much as they can deliver.
There are four types of promises made to customers as discussed below:
Type 1: Offer-related promises: Here, a sales associate can promise different offers that are to be offered by the company to the customer. Offers may include trade discount, cash discount, free shipping, free gift, weekly discount, discounts on special goods, etc.
Type 2: Quality-related promises: Here, a sales associate can promise about the different qualities of a product, such as usability, appearance, reliability, operability, stability, durability, etc.
Type 3: Promises related to easy shopping: Customers should be promised an easy shopping experience, in terms of flexibility, availability, transportation, durability, delivery, efficiency, reputability, etc. These qualities of a product make its shopping process easy.
Type 4: Promises related to competent service: Lastly, promises related to after-sale service, such as delivery of products, support by phone calls, follow-up with the customer and any technical support, are made.
F. Check your performance:
1. Demonstrate the customer service standards and standards for personalised customer service.
Ans: Customer service standards are a company’s rules or guidelines that inform and shape the customer’s relationship with the business at every step throughout the customer experience. Companies adopt these standards to empower customer service employees to resolve complaints, problems and questions as quickly and satisfactorily as possible for both the customer and the company. Strong customer service standards can help the company retain more loyal customers and increase profits significantly. Customer service standards are a set of policies and expectations that have been created and adopted by the company. These standards cover all points of contact the business may have with the customer.
Best practices for providing personalised customer services:
People today not only want personal touch from customer service representatives they expect it. Fortunately, for entrepreneurs, personalised customer service is one area where small businesses can really shine.
Following are the ways in which personalised services can be offered:
(i) Greet the customers.
(ii) Listen effectively to the customers’ requests.
(iii) Promptly take necessary action.
(iv) Inform the customers of unexpected delays.
(v) Touch base with the customers to update.
(vi) Respond immediately.
A ‘personalised service’ is a service which is made-to measure for the customer. Personalisation positively drives key returns, such as revenue, conversion and average transaction value. Personalised sales support is a method whereby the sales associate tries to customise as per the unique needs of a specific customer or specific subset of customers.
2. Draw a figure on steps involved in personalised sales support.
Ans: [i] Understanding Customer Needs
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[ii] Recommending Product
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[iii] Explaining Product Features
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[iv] Offering Customised Assistance
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[v] Handling Customer Queries
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[vi] Ensuring Customer Satisfaction
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[vii] Providing After-Sales Support.
Hi! my Name is Parimal Roy. I have completed my Bachelor’s degree in Philosophy (B.A.) from Silapathar General College. Currently, I am working as an HR Manager at Dev Library. It is a website that provides study materials for students from Class 3 to 12, including SCERT and NCERT notes. It also offers resources for BA, B.Com, B.Sc, and Computer Science, along with postgraduate notes. Besides study materials, the website has novels, eBooks, health and finance articles, biographies, quotes, and more.
