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Consumers also seem to become complacent, expecting poor customer service, and not demanding anything better. In addition, many consumers who experience poor customer service do not do anything about it, they simply never return to the store, and the retailer has no idea why. Retailers need to remember consumers have choices. As one retailer notes, "And that's important because no retailer sells anything that customers can't get from another retailer" (Ratner, 2002). In addition, online shopping, for many, is a valid alternative to local shopping, because online retailers often offer a larger variety and volume pricing, enticing consumers to order with the click of a mouse. If a local retailer offers poor customer service, it is much less of a hassle to deal with a monitor than a mouthy or rude retail clerk. Ratner continues, "Researchers can identify the point during a transaction when the service level is most noticed by the customer and has the greatest impact on his or her perception of the transaction. According to one study, this point is the end of the transaction when...
Retailers tend to overlook the importance of customer service because they can. When their profits suffer, they tend to look for ways to increase their profits and maximize their inventories. Some simple customer service training can help increase those profits, because consumers, especially in tight economic times, do not have to spend money. Treat them poorly, and they will take their hard-earned cash somewhere else. Retailers are experiencing this, and they need to remember that the bottom line ultimately rests in the hands of the consumers, and the salespeople who deal with them on a regular basis.
References
Editors. (2007). Eight key luxury retail trends for 2008. Retrieved 6 May 2008 from the Consumer Lab Web site: http://consumerlab.wordpress.com/2007/11/26/eight-key-luxury-retail-trends-for-2008/.
Ratner, D. (2002). "Much ado about customer service." Retrieved 6 May 2008 from the About.com Web site: http://retailindustry.about.com/library/uc/02/uc_ratner1.htm.
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