Analyzing Customer Service Elements in Retail Settings

To identify elements of customer service that are present or lacking in TWO actual customer service transaction-specifically a retail setting. The intent is to impact the attitude and behaviour of learners to emulate customer service excellence elements and overcome poor customer service behaviours.

Visit your choice of a high-end store or a store selling more expensive ticket items (furniture, vehicles, electronics, high-end clothing, expensive jewelry, etc.) as well as a mid-range budget store (can be similar items as high-end location at a lower cost). A retail setting where the normal expectation is such that expensive items should be sold with a higher level of customer service to see if this in fact occurs.

Your visit should include interactions with specialists within the business, therefore, you are to develop a pre-established reason to be shopping in these locations. In some cases, depending on the type of business, you may require an appointment in advance. Be as creative as you wish. 
Referencing your class material and especially the section on Moments of Truth analyze and report on the elements of the service you received during EACH transaction.

1. Detail the store you went to and the product you were shopping for.

2. Prepare a report listing and describing your initial thoughts/impressions upon entering the store. This may include, though not limited to:

• appearance of store
• appearance of staff
• layout of store
• atmosphere
• placement of marketing materials
• signage
• parking, ability to get to store, etc.
• do staff look happy and inviting?

• were you greeted when you went in?

• did staff prejudge you at all?

3. Describe and analyze how the transaction transpired. Your comments should include but are not limited to the following:

• were you served promptly?

• did someone come over to you or did you have to search them out?

• did the staff member serving you introduce themselves?

• did they learn your name?

• did they offer a business card?

• did they have a name tag?

• did they shake hands?

• your impressions on how they were dressed
• did they speak to both of you if you did this assignment in pairs?

• was there any rapport building?

• did they attempt to involve you in any conversation?
• did they determine your needs or what was important to you?

• were they trying to find out what you “really wanted” or were they more interested in just reviewing the features of the product?

• were they helpful and caring?

• did they appear interested?

• did they attempt to make a sale?

• did they thank you for coming in?

• did they ever follow-up with you?

• verbal and nonverbal communication skills
• anything else you wish to comment on

4. List and describe other elements of good customer service that were present.

5. List and describe what elements of customer service were missing from your expectations.

6. Describe your overall impression of the store and salesperson. Would you recommend others to go there?

7. If you had a chance to present the results of your mystery shop to the store manager—describe THREE constructive suggestions or comments you would make.

8. Considering your experience, and the knowledge gained both from this class and your previous experiences, provide an overview of your own personal philosophy on customer service. What is important to you, why is it important, and how would you demonstrate these elements of customer service?