◆ Why is the target customer value of department stores the mission of enterprises?

◆ Why should value creation activities be transformed into continuous organizational behavior?

◆ Why should department stores establish good customer relations to promote customer development?

◆ Why should department stores establish a communication mechanism with customers?

◆ Why should department stores strengthen the research on end consumers?

◆ Why should department stores cultivate brands that consumers trust?

◆ What efforts do we need to make to create value for our customers?

◆ Classic management fable

◆ Case analysis

To create value for customers, it is necessary to improve the skills of door-to-door service in department stores.

Core content 2: Department store service should learn how to receive various types of shopping customers.

◆ Analysis of shopping types of department store customers;

◆ Psychological Analysis of Shopping Customers in Department Stores

◆ Analysis of customer types and reception skills in department stores

◆ Eight stages of receiving customers in department stores.

◆ Department store customers handle customer complaints.

(1) Reasons for complaint

(2) Methods and steps of handling complaints

◆ Matters needing attention in customer service of department stores

Skills of department store customers to receive emotional customers

◆ Principles and norms for handling customer complaints in department stores.

Core content 3: How do department stores measure customer satisfaction?

Customer satisfaction can be simply defined as the degree to which customers actually feel the acceptance of goods and services compared with their expectations. This definition not only reflects the degree of customer satisfaction, but also reflects the effectiveness of goods or services provided by department stores to meet customer needs.

◆ The definition of customer satisfaction in department stores and the measurement of benefits

How do department stores collect customer satisfaction data?

◆ Department Store Questionnaire and Design Guide

◆ Design Guide for Questionnaire Questions in Department Stores

◆ Department Store Telephone Survey Guide

◆ Guide to other survey methods in department stores

◆ Case analysis

The analysis of the following survey reports shows the influence of loyal customers and complaining customers on the department store industry.

Core content 4: How to make our service create value?

If a department store is still in the stage of competing with peers or winning customers with prices, it means that the business philosophy of the department store is still in the last century, and it is time to change its thinking. Maybe you feel good about running a department store now, but maybe at this time, your department store is like the frog that will be cooked, and you haven't realized the danger and keenly felt the changes in the new demands of the market, competitors and customers.

The service of department store is what you have to do.

Department store service must pay more attention to creating value.

The service of department stores must rely on the system and follow the hearts of customers.

◆ Why should department stores formulate a unified and clear customer service strategy?

◆ Why should department stores define the principles and strategies of customer service?

◆ Case analysis

In the department store industry, customers are increasingly picky about how to provide good service.

Core content five: service creates value, so how to embody the humanization of service creation value?

Facing the heavy psychology of the economic tide, the demand for humanity and love is getting higher and higher. The format of the department store industry not only satisfies consumers' basic desire to buy, but also makes consumers feel a kind of enjoyment, a kind of warmth that they can't get at home. Facing the noisy market. The modern department store industry should make an overall transformation orientation in this respect. Customers are tired of all kinds of promotion methods in department stores, and only we can provide them.

◆ What is the comfortable environment of department stores?

◆ What is the relaxed space in the department store?

◆ What are the rich commodities in department stores?

◆ Attract customers to shop in department stores.

◆ What are the hardware facilities of department stores?

◆ What are the service details of the department store?

Core content 6: Customers go through six stages in the process of purchasing preparation in department stores.

Determine communication goals After determining the target customers, you should also know which stage of the procurement preparation process different customers are in, and determine your communication goals accordingly. We should know that customers go through about six stages in the preparation process of department stores.

◆ Cognitive stage

◆ Cognitive stage

◆ Like the stage

◆ Preference stage

◆ Confidence stage

◆ Purchase stage

◆ Live activities make the brain turn sharply.

Core content 7: Service creates value. What are the services and evaluation items provided by department stores?

◆ What are the intimate services provided by department stores for customers?

How do department stores view the scale of customers' evaluation of retail services?

◆ After the department store understands the customer's intention, what are the details and skills for the on-site sales staff to receive customers?

◆ Skills of recommending goods to customers when on-site shop assistants serve in department stores.

◆ What is the focus of the department store clerk's introduction of goods?

◆ Why should department store clerks learn to introduce the characteristics and uses of goods?

◆ Why did the department store assistant introduce this product with so many functions?

◆ What should department store clerks pay attention to when recommending other commodities?

◆ On-site observation: watch slides.

Core content 8: On-site operation management of department stores-customer reception standards

◆ Principles and standards for on-site reception of customers in department stores

◆ Requirements, principles and standards for on-site reception of customers in department stores.

◆ Principles and standards of introducing commodities by on-site salespersons in department stores.

Core content 9: Service creates value, and adding special services is the way for department stores to win.

As a department store, there are two fundamental ways to win in the competition, one is goods, and the other is to add services to goods. The fundamental purpose of customers entering the store is to buy goods, and the purpose of department stores is to sell goods. The premise for merchants to sell goods is to rely on the goods themselves, that is, the use value of the goods. If someone's goods have their own characteristics, they will have a comparative advantage in the market competition. The characteristics of goods are the driving force to attract customers. If a commodity has no characteristics, it has no comparative advantage and is very passive in the competition. Therefore, to open a store in a department store, the first thing is that the goods should have characteristics.

◆ Why do department stores need special services to attract customers?

◆ Why do department stores need special services to have a competitive advantage?

◆ Why do you say that the principle of adding features to department stores is aimed at customer needs?

◆ See additional special services from the five needs of department store customers.

◆ Why do customers in department stores want to feel value for money when asking for profits?

◆ Why should department stores meet customers' demand for profits?

◆ Why does the customer's demand for convenience just meet the customer's nature-"lazy"?

◆ What is it that department stores meet customers' needs due to capacity defects?

◆ What do department stores have to meet customers' environmental needs?

◆ What content does the department store have to meet the individual needs of customers?

◆ Live activity games

Core content 10: How do we treat customers' attitudes and needs in the process of door-to-door service in department stores?

When you provide services to customers, the first thing is to understand the needs of customers, and you should constantly understand the changes in customer needs and attitudes. Service is the relationship between people. The relationship between customers and salespeople should be interpersonal, not purely commercial. The relationship between customers and employees is very warm and warm, and customers feel very happy. Every time a customer enters the mall, you have a chance to make the customer more confident and feel better.

Nowadays, department stores must try their best to provide these services to customers.

Understanding customers' needs is the survival way of department stores.

◆ What five things do you need to do in a department store to establish such a good relationship with customers?

◆ Field activities and tasks

Core content eleven: How should the door-to-door service in department stores approach the subconscious of customers?

In department stores, we receive many customers and do many things repeatedly every day. Every little thing we do every day will have an impact on our customers, and these little things will directly affect their views on you in an instant. This instant view may only appear for a few seconds, and it will be immediately put into the customer's subconscious information folder.

In a department store, you will regard all the people as your key customers.

Do you smile at customers in department stores?

Do you praise customers in department stores?

◆ Why should we learn to be grateful in department stores?

Core content 12: How to make services work in department stores?

◆ In today's competitive environment of department stores,

◆ What should the department store service do?

◆ How can department stores be in an invincible position in the strong service industry?

◆ What are the details of department stores' active communication?

◆ Why should department stores advocate the spirit of helping others and empathy?

◆ Employees and customers participate in the development purpose of new service projects.

◆ The benefits of fully empowering employees in department stores.

◆ Why should customers be encouraged to appreciate employees?

◆ Treat ordinary employees as customers.

◆ Field activity test

Core content 13: Skills of how to receive elderly customers in department stores.

◆ Elderly customers are a special customer group.

Receiving elderly customers requires our special skills.

◆ Reception of elderly customers is patient, assured and caring.

Core content 14: What are the contents of establishing customer system in department stores?

A reasonable customer system is an important guarantee for enterprises to create customer value, and any department store must establish a perfect customer system.

◆ How to maintain the existing customer base of department stores?

How to find new customers in department stores

◆ Why should department stores tap potential customers?

◆ Why do department stores need to find excellent customers?

◆ Why should department stores confirm lifelong customers?

◆ Field activity test

Core Content 15: Case Analysis

On-site customer service in large department stores (complete works)

Customer service means that department stores meet customers' expectations and needs in environmental sanitation, safety, etiquette, shopping guide, consultation, complaint, return and exchange, and provide convenience such as free storage, parking, lost and found, daily broadcasting, issuing invoices, distributing gifts, packaging on behalf of customers, and providing first aid boxes.

Department store door-to-door service, customer service category

◆ Contents and requirements of on-site service in department stores

◆ Customer service personnel standardize invoicing.

◆ Customer service personnel standardize the distribution of gifts.

◆ Details in daily service of customer service staff

◆ Customer service personnel handle customer complaints.

◆ Specification for customer service personnel to handle customer disputes

◆ The methods of customer service staff in department stores to deal with customer disputes.

Disputes caused by inferior goods in department stores

◆ Disputes caused by the service mode of department stores.

◆ The department store clerk has an improper attitude.

The salespeople in department stores made mistakes in their work.

◆ The misunderstanding of salespeople by department store customers.

Disputes caused by the use of unaccustomed new products and materials in department stores

◆ Disputes over customers' demand exceeding store capacity in department stores.

◆ Department store customer service personnel handle customer returns in a standardized manner.

◆ Department store customer service personnel standardize the reception of group purchase services.

◆ Work Specification for Customer Service Desk Staff in Department Stores

◆ Basic workflow of customer service staff in department stores.

◆ Provide consulting services for customers, and carefully and patiently answer the questions raised by customers.

◆ Items lost by customers in the store

◆ Department Store Customer Service Center Management Manual

◆ Work specifications for customer service personnel

◆ Field service specification

◆ On-site reception service specification

◆ Emergency handling specifications

◆ Work specifications for sending promotional materials.

◆ Provide shopping guide service for customers and provide commodity packaging service specifications.

◆VIP membership card handling process and work specifications

◆VIP member file management specification

◆ Specification for customer service personnel to use POS system

◆ Code for redemption of points for gifts

◆VIP member greeting card mailing specification

◆ Shop assistant shopping guide service specification

◆ Specification for playing background music

◆ Overview of main contents of customer service training

◆ The big test of on-site activities