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Through The Customers Eyes

Improving retail sales skills

Through the customers eyes

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The prequel to this programme, If looks could kill, demonstrated how thoughtless behaviour can create a dissatisfied customer. This sequel shows that how we believe we are behaving is not necessarily how the customer sees it.

In this amusing story, with a sting in the tail, we’re introduced to Mrs Porter, whose mounting frustration while shopping in Starmore’s department store has driven her to the edge. Inspector Thackeray from the Customer Services Squad arrives to investigate her claims of rude behaviour and poor service.

He retraces Mrs Porter’s movements and uncovers a number of cases where she was ignored, forgotten or treated badly by staff. Inspector Thackeray then shows how positively Mrs Porter would have reacted had she received the service she expected.

The staff of Starmore’s learn to acknowledge waiting customers and apologise for any delay in serving them; understand that non-selling work comes second to serving customers; and discover when to call in a manager to resolve a problem. Finally they learn always to respect the customer’s purchase.

When sales staff offer the service that a customer expects, everyone benefits. Friendly behaviour sells. It also creates the perfect environment for selling accessories and services.

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Mark Helen Baxendale
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