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Course Name (English)
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RETAILING AND CUSTOMER SERVICE PRACTICES
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| Course Code |
RET539 |
| Course Description |
The course presents a practical approach in understanding and implementing the principles and strategies of customer service in a retail organization in order to achieve total customer satisfaction and ultimately customer retention. The scope of emphasis include: service culture, customer service communication skills, and customer service strategies such as handling difficult customers, interacting with diverse customers and enhancing customer relationships. |
| Transferable Skills |
Demonstrate ability to analyze issues/problems from multiple angles and make suggestions. |
| Teaching Methodologies |
Lectures, Discussion, Presentation, Role Play |
| CLO |
| CLO1 |
Explain principles of customer service in retailing. |
| CLO2 |
Display practical customer service skills in a retail environment. |
| CLO3 |
Demonstrate interpersonal skills in solving retail customer service problems. |
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| Pre-Requisite Courses |
No course recommendations |
| Topics |
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1. The Customer Service Profession
1.1) Defining customer service
1.2) Growth of the service sector
1.3) Societal factors affecting customer service
1.4) Consumer behavior shifts
1.5) The customer service environment
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2. Contributing to the Service Culture
2.1) Defining a service culture
2.2) Establishing a service culture
2.3) Customer friendly systems
2.4) Eleven strategies for promoting a positive service culture
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3. Verbal Communication Skills
3.1) The importance of effective communication
3.2) Ensuring two way communication
3.3) Communicating positively
3.4) Providing feedback effectively
3.5) Avoiding negative communication
3.6) Dealing assertively with customers
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4. Nonverbal Communication Skills
4.1) What is nonverbal communication?
4.2) The scope of nonverbal behavior
4.3) The role of gender in nonverbal communication
4.4) The impact of culture on nonverbal communication
4.5) Unproductive behaviors
4.6) Strategies for improving nonverbal communication
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5. Listening to the Customer
5.1) Why is listening so important?
5.2) What is listening?
5.3) Characteristics of a good listener
5.4) Causes of listening breakdown
5.5) Strategies for improved listening
5.6) Information gathering techniques
5.7) Additional question guidelines
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6. Customer Service and Behavior
6.1) What are behavioral styles?
6.2) Identifying behavioral styles
6.3) Communicating with each style
6.4) Building stronger relationships
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7. Service Breakdowns and Service Recovery
7.1) What is a service recovery?
7.2) The role of behavioral style
7.3) Difficult customers
7.4) Handling emotions with the emotion-reducing model
7.5) Reasons for customer defection
7.6) Working with internal customers (co-workers)
7.7) Strategies for preventing dissatisfaction and problem solving
7.8) Implementing a service recovery strategy
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8. Customer Service in a Diverse World
8.1) The impact of diversity
8.2) Defining diversity
8.3) The impact of cultural values
8.4) Providing quality service to diverse customer groups
8.5) Communicating with diverse customers
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9. Customer Service via Technology
9.1) The increasing role of technology in customer service
9.2) The customer contact/call center or help desk
9.3) Tapping into web-based and mobile technologies
9.4) Technology etiquette and strategies
9.5) The telephone in customer service
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10. Encouraging Customer Loyalty
10.1) The role of trust
10.2) The importance of Customer Relationship Management (CRM)
10.3) Provider characteristics affecting customer loyalty
10.4) Making the customer number one
10.5) Enhancing customer satisfaction as a strategy for retaining customers
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11. Discussion and revision for test
11.1) All chapters
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12. Test
12.1) All chapters
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13. Discussion on group assignments
13.1) N/A
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14. Completion of group assignments
14.1) N/A
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| Assessment Breakdown | % |
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| Continuous Assessment | 100.00% |
| Details of Continuous Assessment |
| Assessment Type |
Assessment Description |
% of Total Mark |
CLO |
| Group Project |
Group Assignment 1 |
30% |
CLO3
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| Group Project |
Group Assignment 2 |
30% |
CLO3
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| Online Quiz |
Online Quiz |
20% |
CLO1
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| Test |
Test |
20% |
CLO2
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| Reading List | | Recommended Text | - Lucas, R. W. 2018, Customer Service Skills for Success, 7 Ed., 10, McGraw-Hill Education New York [ISBN: 9781260092509]
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| Reference Book Resources | - Knapp, D. 2014, A Guide to Customer Service Skills for the Service Desk Professional, 4 Ed., 9, Cengage Learning Boston, Massachusetts [ISBN: 9781285063584]
- Gibson, P. 2013, The World of Customer Service, 3 Ed., 12, Cengage Learning [ISBN: 9780840064240]
- Harris, E. K. 2014, Customer Service: A Practical Approach, 6 Ed., 12, Pearson United States [ISBN: 978013297434]
- Goodman, J. A. 2009, Strategic Customer Service: Managing the Customer Experience to Increase Positive Word of Mouth, Build Loyalty, and Maximize Profits, 1 Ed., 12, AMACOM Div American Mgmt Assn United States [ISBN: 9780814413340]
- Timm, P. R. 2013, Customer Service: Career Success through Customer Loyalty, 6 Ed., 13, Pearson Higher Ed United States [ISBN: 9780133112061]
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| Article/Paper List | This Course does not have any article/paper resources |
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| Other References | This Course does not have any other resources |
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