Customer Service Manual

What is the reason that three out of every four customers state for leaving a store?

CUSTOMER SERVICE Essential attributes of a good sales assistant1. TRUSTWORTHYGood sales assistants develop a rapport with their customers, even if they only encounter

this customer once. In order to do this, it is important to make customers feel that you are telling the truth about products and giving honest opinions not just trying to make a sale. Be honest about your recommendations and customers will respect your advice.

2. KNOWLEDGABLE KNOW YOUR PRODUCTS!! Once you have a good grounding in footwear product

knowledge, make sure you maintain this by always learning the features of the new shoes on the wall each week. Learn how to deliver product information in a professional yet easily understandable way. Watch how customers respond to the product information you give them- do they understand you? Do they find you credible? Also, do not limit yourself to technical knowledge about shoes- familiarise yourself with all the apparel in the store and look at new apparel when it comes in. Find out items of clothing are made of, what they tie back with and how they fit.

CUSTOMER SERVICE3. EFFICIENTEfficiency is often the ‘unnoticed’ element of customer service- it’s what makes the

customer’s experience run smoothly. They often don’t notice when it’s there but they certainly notice when it isn’t. Make sure you know where new shoes have been stored so that you can get to them quickly when serving. If the store has been moved around since your last shift, familiarise yourself with the new layout. Be very conscious of being very thorough and precise when you’re at the register and avoid mistakes when removing security tags.

4. FRIENDLYFriendliness is the MOST important attribute of a sales assistant. The most efficient,

knowledgeable and trustworthy sales assistant will NOT be successful if they are unfriendly. Think about what conveys friendliness to you when you are shopping and how good sales assistants engage you. Eye contact, smiling, being positive about your work, engaging the customer in conversation, pointing out anything you have in common with the customer, going ‘above the call of duty’ to serve the customer are all good ways to convey friendliness. Everyone has their own style and it is important to develop your own way of engaging customers by observing what works and what doesn’t when you are serving.

CUSTOMER SERVICE

The Ground RulesThe Ground Rules are everyday standards for customer service in our store. They are expected of

EVERY staff member, every shift, no matter what other task they are working on. They are integral to being a good sales assistant.

1. Greet Customers First It's amazing how often you can go into a store—any store—walk around, touch things, look at prices,

and walk out. All without anyone saying anything to you. The minute a customer walks into the store, a staff member should be the one to say hello first. It's our job to say hello first. It's not the customer's job to do it. That first friendly "hello" sets the stage. It sets the tone to make sure the

customer is IN THE RIGHT PLACE. 2. SMILE!This goes back to the point about friendliness- you can’t convey friendliness unless you smile. Smile

at customers who are waiting at the register or the shoe wall that you can’t get to yet, then they will know that you have noticed them and CARE that they are waiting.

CUSTOMER SERVICE

3. Enthusiasm CountsBe enthusiastic about products- when a customer brings something to the register, complement

them on their choice. When a customer talks to you about a shoe be excited about its features and about what makes this shoe different.

4. Don't Point—Go showHow many times have you walked into a store, asked for something—and the sales person

either nods which way to walk or points to the direction. When possible, WALK with the customer to the item they have asked for and talk to them about it. If that becomes impossible, cheerfully direct the person to what they need—and give clear, easy, and most important, friendly directions or ask another staff member to show them the product. ALSO, if you have served a customer with shoes and they want to ‘look around’, ask them if there is something else they are looking for. Go up and talk to them about any other

products they might need rather than just waiting behind the counter with their shoes.

CUSTOMER SERVICE

5. Pretend It's YouThis is the all time, number one, best way to become an exceptional sales assistant. Imagine

you walked into the store and were looking for shoes. Whose service would you most respond to?

Who do you think would get you to purchase something?

Why?

What would you think if you were served by someone like you? What faults would you find with your own service?

CUSTOMER SERVICE SALES TECHNIQUEImagine being a customer who needs a pair of shoes but has little or no knowledge of

what is out there. They walk into your store and are confronted with a wall of shoes that is bewildering to them. Think about the sort of information they would need to know to know to make an informed decision about which shoe is right for them.

In order to best serve a customer in this position YOU will first need to get some information off them. What sort of questions might you ask them in order to help them?

CUSTOMER SERVICE PROBING QUESTIONS

The sorts of questions YOU (the shoe EXPERT!) need to ask your customer in order to best advise them on the type of product suitable for them are called PROBING QUESTIONS. Think of yourself as an expert (like a doctor) who has to assess the needs of your customer (like symptoms) and come up with a selection of products suitable for them (like medication!) Not only will probing questions help your customer find the shoe that is right for them but it will show the customer that you care about their needs and that you know what you are doing.

Examples of probing questions What type of sport are you using them for? How often will you be using them? How far do you run a week? Do you have any injuries/ problems that you know of? How much are you looking to spend? What shoe are you using at the moment?

CUSTOMER SERVICESELECTION OF SUITABLE PRODUCTS

Once you have used probing questions to assess suitable options for your customer give the customer 3 or 4 products that provide a BEST FIT for their needs. Offer them each of these shoes to try on and compare. Talk about the PROS and CONS of each of these shoes.

DO NOT offer too many shoes as the customer will become confused. NO person can decide between more than 5 viable options so remember that.

DO NOT be wishy washy and vague about products- if the customer looks to you for guidance- GIVE IT TO THEM. You know which shoes are better than others and why, so let the customer know.

HOWEVER, DO NOT be too pushy. It’s a fine line to walk but remember, you can lead a horse to water but you can’t make it drink. If you have given all the best advice and guidance and the customer still wants to buy a running shoe that’s 3 sizes too small to play tennis in, remember that it’s their money and their choice.

CUSTOMER SERVICE Good customer service is a PACKAGE. It is not just about good product knowledge or a

friendly smile but involves a concerted effort from start to finish.

Make sure you present the shoes to your customer appropriately. This means, lace the shoes correctly, and ALWAYS spread the laces so the customer can slip their foot in easily. Most customers will not require you to lace the product up on their feet but it is nice to offer. This should be done in particular for children and elderly people.

Make sure you CHECK THE FIT of the shoe. This is also where your second round of PROBING QUESTIONS come in.

Examples of PROBING QUESTIONS REGARDING FIT include How’s the length? Take a walk around to make sure it feels comfortable. Is it pinching you anywhere? How does that compare to the other shoes we have tried?

CUSTOMER SERVICE REGISTER SERVICE

Accurate and professional register service is perhaps the most important part of a sales assistant’s job as a mistake here can have very serious consequences.

ALWAYS check the sizes of your shoes match. ALWAYS check credit card signatures. Do not be afraid to ask for secondary ID if the

signature is not accurate. It is a good idea to ask for secondary ID for sales of $300 + anyway.

Remember to be courteous and professional. Hand over the bag to the customer and wait for them to leave before leaving the counter unless it is extremely busy.

Say goodbye to your customer!

CUSTOMER SERVICESUMMARY OF CUSTOMER SERVICE STEPS

Greeting Offer of service Probing Questions Selection of suitable products Appropriate presentation of products Check the fit Probing Questions regarding fit Register service Goodbye