2 This award is made up of: A range of optional units across 14 occupational areas.This scheme focuses on the retail industry and includes the following 3 units:understanding the business of retail.developing Customer Service Skills.problem solving at work.
4 What you will cover in this unit understand how retail outlets differ in size andtype understand the range of retail occupations understand the retail supply chain understand the contribution that the retail sectormakes to the economy of the United Kingdom understand how customers’ concerns influencethe products and services offered by retailers.
6 Retail channels resale, but for use and consumption by the purchaser retail is the sale of goods to end users, not forresale, but for use and consumption by thepurchaser there are 3 main ways for goods to get tocustomers:purchased in a storebought via a catalogue – mail order, party planinternet.
7 Types of retail organisations national chains, eg Boots, Marks & Spencer specialist shops which sell a limited range of products,eg Mothercare, Waterstones, Halford department stores, eg Debenhams, House of Fraser independents, eg family-owned businesses, localshops convenience stores discount/clearance/factory outlets, eg Poundland internet-based organisations, eg Amazon, ebaymarket traders
8 Retail locations high street shopping centres superstores/hypermarkets retail parks local community shops street markets online stores.
9 The importance of Retail retail is the largest private sector employingalmost 3 million people over 50% of staff are employed part time 40% are employed full time 10% are self employed many young people are employed in retail source: Working Futures (Wilson & Homenidou, 2011)
10 Working in Retail shop assistant customer services merchandiser stock controller HR finance head office.
12 Retail supply chainRaw ingredientsManufactureWarehouseRetailCustomerThe Retail supply chain looks at the process of how products are made and get to the customer. How do apples get to the end customer?
13 Retail and ethics customers have concerns over ethical issues on wellbeing and environment retailers aim to sell products and services produced in a way that minimises social and/or environmental damage, while avoiding products and services deemed to have a negative impact on society or the environment eg, Fairtrade suppliers, campaigns against clothing sweatshops.
14 Retail and the environment making goods transporting goods packaging and waste management recycling, reusing, reducing store energy ethical and Fairtrade traffic to stores.
17 What you will cover in this unit understand the benefits to the organisation of goodcustomer service understand the possible consequences of poor understand the value of first impressions understand positive verbal and non-verbal interactionwith customers understand that respect for the individual is at theheart of good customer service understand his/her role in dealing with complaintsfrom customers.
18 Your experience of receiving customer service in pairs, think about anddiscuss your experiences as ashopper think about a time when youhad a very positive shoppingexperience what made it so good? now think about a time whenyou had a disappointingshopping experience what was bad about it?
19 What is Customer Service? good customer service is the lifeblood of any retailbusiness promotions and discounted prices may bring incustomers but unless you can get some of thosecustomers to come back again, your business won’t beprofitable for long good customer service is all about bringing customersback customer service is about sending them away happy –happy enough to pass positive feedback on to theirfriends and family and to become repeat customers.
20 What is customer service? customer service is more than serving customers - it includes tryingyour best to make sure that the customer is satisfied customer service is being friendly and helpful to customers customer service is helping customers satisfy the need that broughtthem into the store customer service is offering that little something to make thecustomer feel that they are special and welcome customer service means having thorough knowledge of your stockrange, experience with your products, and being able to helpcustomersmake the best choices for them good customer service maintains current customers and helpsattract new ones.What else can you add to this list?
21 The Customer Experience what are customers looking for when they buyproducts and services?a solution to meet their needsa product/service which will do the job properlya quality product which will last for as long as neededa guaranteea pleasant experience when purchasing. what else can you think of that a shopper will belooking for?
22 Customers will expect to feel welcomed into the shop staff to listen to their requirements staff to be helpful staff to be knowledgeable staff to be polite staff to be patient staff to be able to resolve any problems to pay a price which meets their budget to buy a product or service which meets their needs a positive experience.
23 Poor customer service experiences of receiving thinking about yourexperiences of receivingpoor customer service, whatdid you do about it? what would the impact beon an organisation ifcustomers were to receivepoor service? why do retailers ensure staffare trained in customerservice?
24 First impressions says everything second chance to make a good first a first impressionsayseverything you never get asecond chance tomake a good firstimpression.
25 Skills needed to ensure good customer service know your products and serviceslisten to your customershave good communication skills:verbalnon-verbalhave empathy with your customersbe able to solve problems.
26 Verbal communicationThe way we speak is made up of a number of different elements:the words we usethe type of language we use in different situations (chatty, jargon)tone of voice (angry, upset, nervous, serious, happy)Pace (slow, moderate or fast)Medium (face to face, on the telephone).
27 What makes a good listener? we all listen don’t we? in pairs can you come upwith 10 points on whatmakes a poor listener now looking at eachpoint, how can youchange it so you can be agood listener.
28 How can you show you are listening actively? stop what you are doing to listen to the speaker make sure your mind is focused make eye contact with the speaker be quiet nod your head and accept what they say use expressions like “I see”, “Yes” , “ah ha” and “Hmmm” check your understanding by asking questions use open body language try to hear what the speaker is attempting to say – don’t letyour own views or emotions affect your listening do not judge the speaker based on appearance.
29 Activity: listening triads you will be allocated intogroups of 3:one person will be the speakerone person will be the listenerone person will be the observer the speaker has to select asubject to talk about from the list the listener must listen activelyto the speaker the observer should watch andlisten, make notes on how theyshowed listening andquestioning skills and feedback.Topics to talk abouta favourite hobby or leisure activitythe best holiday you have ever hadyour favourite film/TV programmethe 3 things you would take to a desert islandyour favourite book.
30 Non–verbal communication: Non-verbal communication is how we send out messages and signals without talking, including: eye contact touch physical gestures body language behaviour facial expression posture closeness to other people, eg ‘invading personal space’
31 Body language & active listening Good body languageBad body language nodding leaning forward eye contact making notes discreetly tilting head towards speaker mirroring body language. slouching yawning tapping your fingers rolling your eyes looking away from thespeaker crossing arms/legs.
32 Customer confidentiality why is it important forcertain information tobe kept confidential? why is this important tothe customer? why is it important tothe organisation?
33 Treating customers with respect Equality is ensuring customers or groups ofcustomers are treated fairly and equally andno less favourably, specific to their needs,including areas of race, gender, disability,religion or belief, sexual orientation and age Diversity aims to recognise, respect and valuepeople’s differences in culture andbackground.
34 Dealing with complaints we cannot satisfycustomers all thetime customer serviceinvolves dealing withcustomer complaintseffectively.
35 Main types of complaints Complaints can generally be categorised into one of the following 3 types:product quality or faultycomplaints about theservice received3. individual personnelsuch as a complaint against a member of staff.
36 Dealing with customer complaints Step 1listen carefully to what the customer has to say, and let them finishStep 2ask questions in a caring and concerned mannerStep 3try to see the issue from the customer’s point of viewStep 4apologise without blamingStep 5ask the customer, “What would be an acceptable solution to you?”Step 6solve the problem, or find someone who can solve it - quickly!
37 Record keeping complaints as this will help you to keep details of the problems orcomplaints as this will help you tocome up with solutions orimprovements.datedetails of the problem or complaint For example: ‘Cheese mouldy before use-by date’action taken such as: ‘Provided two replacement packs of cheese’costs involved in resolving the problem. For example: ‘We supplied two replacement packs at a cost of £5.20.’
38 Complaints are opportunities “A customer with a return is a returning customer.”
40 What you will cover in this unit understand the different types of problems they might encounter in a place of work understand how problems can be solved know how to recognise possible solutions to a specific problem.
41 What kind of problems might you encounter at work? Are they to do with: people? tasks? resources?
42 What kinds of problems? on the cards provided - people? - tasks? work with your group and read the problemson the cards provided are the problems to do with:- people?- tasks?- resources?Produce a mind-map showing the types of problems and which group they belong to.
43 How do you solve the problem? look at the problem your group has beengiven- why has the problem happened?- could it have been prevented? match up a ‘possible solution’ card with your‘problem’ card do you think this is the best approach tosolving the problem?
44 How do you solve the problem? can you think of other ways to solve theproblem? agree in your group which method / solutionis the best work individually to prepare a flip chart sheetor PowerPoint slide describing your problemand the way your group agreed to solve it.
45 Colleague being bullied Natalie, a work colleague was upset at workand when you asked if she was ok she said shewas being bullied by another team member how would you advise Natalie to deal with theproblem? working in groups of 5 - discuss and try tosolve the problem.
46 Colleague being bullied how would you solve the problem? would you deal it:- informally?- formally?- could it be a simple mistake or a misunderstanding? agree the best option for approaching andsolving the problem why did you choose that option?
47 Problems at work? with your class. have you experienced any problems at work? how did you/or others deal with them? compare examples of dealing with problemswith your class.
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