Good customer service stretches from before the customer purchases the product to after the purchase transaction has been completed. The components of customer consist of the following:
The diagram below shows the three components of customer service
The pre-transaction element of good customer service will continually ensure that the firm and its premises, employees and procedures are set up to provide excellent customer service. The firm's systems have to be flexible enough to adequately respond to customer and market needs.
Pre-transaction marketing aims to persuade consumers to visit the firm's retail stores through highlighting store facilities, product features/benefits and promotional offers. It also involves highlighting the firm's ethos, values, vision and policies. For example price match policies, free returns process and ethical values such as fair trade and sustainability. example, the UK-based supermarket chain Marks & Spencer (M&S) promotes its commitment to sustainable sourcing and fair trade, ensuring its customers feel aligned with the brand’s values before even entering the store. Similarly, Indian online grocery platform BigBasket highlights its commitment to delivering fresh, high-quality products sourced from local farmers, enhancing trust among customers.
Once in the store, how can the store welcome and support the potential customer. The retail store environment should make customers feel comfortable so that they want to stay in the store. Research shows that the longer a customer stays in the store, the more money they spend i.e. the length of time in a store directly correlates to the amount of money spent. Retailers go to great lengths to ensure that their stores are set at a comfortable temperature, lighting and even smell (scent marketing). The store should be easy to navigate with prices and information displayed clearly and accurately.
Retailers provide toilets and cafes to ensure that hunger and sanitary needs do not make the customer leave. There are often facilities to entertain children so that their parents can relax and shop with minimal disturbance. For example restaurants will provide crayons and colouring pads at the table and their gardens often have slides, swings and climbing frames, whilst some retailers, gyms and cinemas offer a Crèche .For instance, UK retailer John Lewis offers child-friendly cafes and play areas to make shopping more comfortable for families. In India, lifestyle store chain Shoppers Stop creates a comfortable environment through easy-to-navigate displays, air-conditioned spaces, and ample seating, making customers more likely to linger. Many shopping centres and eateries now have free wireless internet access (Wifi) in the hope that internet access will encourage people to stay longer and therefore spend more. Reliance Digital stores across India provide free WiFi and staff who demonstrate products in detail, which enhances the in-store experience and encourages customers to browse longer.
Retail employees should make customers feel welcome and facilitate the buying process through excellent customer service skills, product knowledge and store facilities knowledge. Employees should answer customer questions confidently and skill fully demonstrate products if required.For example, Curry's PC World in the UK has trained staff who help customers compare electronics and appliances, providing demos and honest recommendations. In India, Titan (a Tata brand for watches and jewelry) offers personal styling and advice to help customers find the perfect product, enhancing the shopping experience. Interaction with store employees is often what makes a sale on the day or prevents people visiting a store in the future.
It should be easy for the customer to buy products and services they have selected to ensure that the sale does not fail at this critical stage. Otherwise the efforts involved in persuading the customer to visit the store (internet site/telephone sales) will become a waste of time. Customer service during the purchase process needs good product availability, efficient queuing systems, a choice of payment methods and accurate technology/software systems so that the prices and offers at the point of sale match those displayed around the store, on marketing material and websites.In the UK, Asda provides a fast “scan and go” system allowing customers to scan items as they shop and pay quickly at the end, minimizing checkout wait time. Similarly, Indian e-commerce company Flipkart has made checkout fast and easy with multiple payment options, cash-on-delivery, and one-click payment for returning customers.
Good customer service continues after the purchase transaction, consumers expect a quality after sales service for product failures, complaints and questions/queries. Post transaction service will determine whether consumers buy from a firm in the future. Customers will feel reassured about the firm through efficient complaint resolution, product/service warranties and quick product replacement and repairs.For instance, British fashion retailer ASOS is known for its free returns policy and hassle-free return process, which builds trust and encourages customers to shop without concerns. In India, Reliance Jio provides excellent post-sale support for its telecom services, offering customer assistance for network issues, device problems, and SIM-related queries. For online/remote purchases customer deliveries need to processed accurately, made on time, invoiced correctly and goods have to arrive undamaged. For instance, UK retailer Argos has streamlined its online-to-door delivery service to ensure fast and reliable deliveries. In India, Amazon India’s fast delivery and responsive return policy have set the standard for seamless post-transaction service, encouraging customer loyalty.
To summarise, the components of customer service are all about looking after the customer before, during and after the sale, so that you are there to support customers "every step of the way".
Each stage is as important as the others, do not make the importance of putting all of your efforts into the transaction service, otherwise you will lose the customer before you reach the sale transaction or customers will not return for future sales because you did not resolve an issue that arose after the sale very well.
Looking after each of the customer service stages, will ensure that customers remain loyal and provide you with business throughout their lifetime.
