Professional Customer Service

I. Purpose of the training

CCC – is a known and strong brand

CCC - CCC brand is addressed to people in different ages who have fashion in common.. A
sales offer includes a wide range of shoes of the highest quality of leather as well as the
synthetic footwear in fashionable cuts and colors Thanks to the diversity of models CCC hits
the tastes of the wide range of customers. An age range is fluctuating between 20 and 50
years of age.

At present, on the more and more mature market it is not enough to compete only with the
price and quality of goods. Much important now is what is happening "around" the product
or service which is the quality of the CUSTOMER SERVICE. According to the research in
over than a half of examples (58%), the stores loose the customers through a wrong quality of
the customer service

The customer is always the most important person. The customer does not depend on us but
we from him.
The customer does not mean a break in our work, but is an integral part of our work

(Training plan – present time of the training)

II. Standards in CCC

What is a standard?
A standard is an established norm or requirement in regard to the systems.

Standards in CCC:

a) VM checklist– it’s a tool to check are the all visual merchandising standards are met.

b) Daily plan- it’s a tool to plan work for the whole day in the store.

c) During opening hours there is always executive person in the store (store manager, deputy
manager, senior seller-cashier).

d) Customer service- we great each customer visiting the store.

e) Employees are obliged to wear clothes with the logo of the company which they receive from the company

f) Employees are obliged to wear name badges

g) A store has to be arrangement in accordance with the current VM instruction

It is necessary to pay an attention in the following situations in particular:

 talking about private matters is strictly forbidden,

 it is not allowed to call a co-worker at loud and make loud conversations between employees,

 employees should limit the conversations and colleague's visits to the minimum,

 it is strictly not allowed for the outsiders to be in the store out of working hours of store,

 one should pay attention if the door of the facility room is always locked,

 in case of the need to transport goods in the sales room it is always necessary to use the cart intended
for this action,

 it is forbidden to move and shuffle boxes directly on the floor in store,

 it is not allowed to have and use mobile phones in the sales room,

 it is forbidden to try the footwear on during working hours,

 it is forbidden to chew, eat and drink in the sales area.

III. Sales area in the store

In order to increase the quality of the customer service and optimizing the work in the
store, the space of stores is divided into areas:
a) Shopwindow

It is a place where we are presenting our current offer. Over 80% of customers aredeciding to
visit a store because of the shopwindow.
Duties
 Shopwindow has to be arranged with the current VM instruction
 Shopwindow has to be checked on regular bases

b) An entrance

(Front of the store)

Duties
 greeting customers
 instructions regular control of store windows
 stocking up and arranging goods
 encouraging to visit the store again
 work with the customer
 saying goodbye to customers
 the knowledge about the collection and its arrangement

c) A sales area
(the biggest part of the store )

Duties
 merchandising products
 active work with customers
 presentation of goods
 help to choose the interesting product
 proposing alternative products
 encouraging to try on the product
 knowledge about the collection and its arrangement
 paying attention to "dishonest" customers
 information about marketing actions
 help in taking the final decision by the customer
 proposing additional products

d) A cash desk
(A cash desk is usually located at the front of the store)

 Active work with the customer

 informing about marketing actions
 proposing additional products being located at a cash desk
 checking the pairing of the footwear
 accepting the payment
 thorough observation of banknotes, giving change
  packing the purchase
 issuing the receipt
 thanking and saying goodbye to customers
 inviting again

III. Brands of shoes in CCC

 Leather:
- Lasocki woman
- Lasocki man
- Lasocki junior
- Lasocki kids
- Ceaser cave- man

 Ecological leather:
- Jenifer Jenifer
- Clara Barson
- Vappiano
- Gino lanetti
- Grand Canyon
- Nylon red
- Walky
- Action boy
- Marvel
- Disney
- Magic lady
- Nelli blu

III. Work in the groups – stages of the customer service

A salesperson’s professionalism is defined by the knowledge of defined principles of behavior

during the work in a store that is Standards of a customer service. Standards of a customer
service in CCC stores are the description of human kindness. Those uniform standards in the
whole chain of CCC stores serve to distinguish us from the competition, to organize a staff
behavior and provide the customers with the maximum satisfaction while shopping. The sales
process should include the steps of customer service. Every sales can be different,
because there are different types of customers. Despite that the sales process has to be
always followed.

1. Greeting and making the contact

2. Examining the needs

3. Presentation of the offer

4. Working with the customer objection’s

Double sales, closing the sales

5. Service by the cashdesk

GREETING AND MAKING THE CONTACT – MAKE A RELATION

REMEMBER! WHEN YOU ARE DEALING WITH GOODS:
and the customer asks you for the help, stop your work and be at the customer's
disposal:

 make the eye contact with a customer

 smile friendly
 kindly nod your head, say hello
 start free conversation:

“I will help you willingly, what are you looking for?”

“I will help you willingly to find your size.”
“I see that you are interested in…?”
“I can see that you want to buy something for the whole family…”

REMEMBER! DURING THE CUSTOMER SERVICE:

 When the other customer initiates the conversation, ask the new client for the delay, determine
simultaneously, when you are free or organize the help of the other employee in the store,

 If you have only one customer (in big stores) use a double-line sale – serve the customer and make the
other employee ( not participating openly in the sale) bring you shoes for your customer,

 If you have a few customers simultaneously, you should shorten the attended time of the current
customer and come to next, stopping the service for a short while, when the customer is trying the
footwear on as well as announce that in a minute you will come back. When the other customer
received shoes for trying on, we are leaving him (if you are needed for the next person or the previous
person), saying:

“If you will need my help I’ll be close to you.”

“I’ll come back to you right away if only I help the customer beside you.”

EXAMINING THE NEEDS- DEFINE WHAT THE CUSTOMER NEEDS

  Competently establish customer’s needs – taste, style, expectations,

 Ask opened questions, starting with:

WHAT, WHICH, WHY, IN WHICH, FOR WHAT, TO WHICH, WHEN, ON WHEN, WHERE?
For example:

What size are you looking for?”

“What’s the purpose?”
“What are you interested in?”
“Who are you looking it for?”

 If in any moment the customer says that he doesn’t need your help, inform him that you'll help him
again if he wants to:

"If you will need my help I'll be arranging the footwear beside."

 never answer your own questions, be patient, wait till you hear the answer from the
client

 actively listen to the customer to make conclusions ( the purpose and aim ), through:
an eye contact, asking, paraphrasing (repeating with your own words), e.g.:

I understand that you are looking for shoes…,yes?”

“From what I’ve heard, they have to be…?”
“Uh-huh, they have to be…?”

OFFER PRESENTATION – PRESENT THE OFFER

- Propose the product according to the customer expectations:

 if during the conversation you established that currently you don't have a product which the customer
wants to buy, always put a substitute forward (a similar product),
 if the customer independently chose the product and your help is based on only finding the colour or
the size the customer service beginning from this point
- Be familiar with the store offer, efficiently find the product,
- If you don't have a colour or a size, you should:
  inform the customer that you are going to check the availability of the product in the
system and in the facility room,
 if the product isn't available in our store you should give addresses and phone numbers
of the closest stores in which he can buy this product.
 - Present maximum 2-3 products,
 - Present a product to show the customer benefits which he can get by buying our
goods ATTRIBUTE/ADVANTAGE/BENEFIT, for example:
“Thanks to the leather upper and the lining (ATTRIBUTE), this shoe breathes (ADVANTAGE) what gives you
the great comfort from using (BENEFIT).”
“This model is fully made of leather (ATTRIBUTE) which is very durable and well keeps the form
(ADVANTAGE), so even after the longer using the shoe will keep its elegant look (BENEFIT).”
“This shoe was sewn (ATTRIBUTE), so it's more durable (ADVANTAGE), and you can really use it for a long
time (BENEFIT).”
“In this model under the leather the membrane was used(ATTRIBUTE) which guarantees
that foot will breathe and also provides a waterproof protection (ADVANTAGE). This
protection guarantees that the child even after the long winter walk will have dry feet
(BENEFIT).”

 Always positively give your opinion about goods, e.g.: "What are these shoes made
of?" in case of the material, always answer that it is "eco-friendly leather",

 Always encourage the customer to try shoes on,

 Show the place where customer can try shoes on and the closest mirror – always with
an opened hand,

 If during trying on the customer says to you that he doesn’t want your help any longer,
thank him and go to other tasks. Ensure simultaneously that you are approachable if
that is necessary. Use expressions:

“I understand and I wish you good shopping.”

 Remember that customer should try minimum 2-3 products,

 Demonstrate the full commitment,

 Inform the customer about current promotions and marketing actions.

WORKING WITH OBJECTIONS, DOUBLE SALE, ENDING THE SALES.

 Listen to customer’s objections, answer accurately and calmly, don't back them off,

 Remember that the customer’s resistance is not unequivocal with an offer rejection
 THE MOST FREQUENT WAYS OF DEALING WITH THEM
OBJECTIONS

SIZE (TOO BIG, TOO SMALL) try on, fit, give an another model
try on, show this model in another color and give the alternative
COLOR (PRETTY?)
model
FITTING (DOES THIS SHOE FIT
try on, fit the size and give the alternative model
WELL?)
PRICE (TOO EXPENSIVE) emphasize benefits, principle: high quality = high price
ensure the customer of the choice, use arguments, it is always
QUALITY (TOO LOW)
possible to return goods

REMEMBER!
DON'T ASSUME THAT THE CUSTOMER CANNOT AFFORD THE BIGGER PURCHASING,
ALWAYS OFFER NEXT PRODUCTS.
EVEN AFTER SELECTING, PROPOSE NEXT ONES UP TO THE MOMENT WHEN
THE CUSTOMER CLEARLY WILL LET YOU KNOW, THAT HE'S NOT
INTERESTED.

 Always remember about “double sale”,

 When you have one customer:
 recommend additional products and demonstrate them necessarily
 indicate the needs (e.g. care cosmetics for shoes)
 fit to the main purchase

Examples:
- A SHOE + A COSMETIC/ACCESSORIES
- A SHOE + A BAG
- A BAG + A COSMETIC
- A SHOE in a regular price + A SHOE in a special price
- an elegant SHOE+ a sport SHOE

REMEMBER!
WHEN THE CUSTOMER IS IN THE COMPANY OF THE OTHER PERSON, OFFER
HER OR HIM THE PURCHASE.

- When you have two customers:

 a parent + a child - at first realise the basic target, serve the customer interested in the purchase (a
parent), next serve the second customer (a child) or the other way round,

 adults - serve the customers in a parallel way

Phrases helpful during double sale:

“We recommend for those shoes…”
“A producer recommends for those shoes…”
“Your new shoes require applying special cosmetics for care, because …”
“A … application is necessary for this kind of leather, because …”
“To keep your shoes in an impeccable condition one should use shoes...”
“Taking into account the weather I propose to apply already today …”
“Our cream perfectly suits the color of your new shoes, that is why …”
„Did you pay your attention that we have a bag made of the same material...”

- Remember about closing the sale! You must be determined and active, use the
phrase:

“What decision?” + silence

“So, are we packing?”
“Excellent decision, I'm inviting you to the cash desk...”

Summarize the customer’s choice and assure him that he is going to make the best
choice:

“I am sure that in these shoes you will be able to practice sport for a few seasons.”
“These shoes are sold great, because this model is very interesting and the price is really attractive.”
“I think that these shoes look very good.”
“It is really a very good decision.”
“From what you telling, I think that this model is the best for you.”
„You’ve made a good decision.”
“If you already decided, I propose also to select an appropriate cosmetic for care.”

REMEMBER!
IF THE CUSTOMER IS UNDECIDED INFORM HIM OF THE POSSIBILITY TO
RETURN GOODS UP TO 30 DAYS - IT WILL HELP TO CONVINCE THE
CUSTOMER TO MAKE THE DECISION ABOUT THE PURCHASE.

 Don't be importunate if the customer clearly tells you that he would like to think over
or more precisely try the product,

 After the decision taken by the customer about the purchase, always show a positive
attitude and invite him to the cash desk,

 When the customer resigns from the purchase, thank him, smile kindly and say, e.g.:

“I'm convinced that during the next visit you will find something for yourself.”
Simultaneously ask e.g.: “What else can I do for you/and?”

 When the customer doesn't purchase anything, invite him again to visit our store.

SERVICE BY THE CASH DESK - FINALIZE THE TRANSACTION SMOOTHLY.

  Say hello to the client, establish an eye contact and smile
Important! We don't welcome the same customer again, if earlier the same person
served him in the sale room.
 Create a pleasant atmosphere,

 Often use words “Please”, “Can I”, “Thank you”,

 Every time inform customers of current promotion campaigns,

 Propose customers additional products which are located in a area of the cash desk:

 take the product from the display desk

 demonstrate and present the product
 show the right way of using and taking care of this product
 notice the other customers coming up to the cash desk (eye contact, the smile)

 Check the correctness of parrying the footwear (right-left, size),

 Say the price clearly,

 Ask the customer about the payment method (in case of the visible card or the cash
you should pass over this question),

 Remember about the procedures of accepting different payments method (the payment
card or the cash):

 if the customer is paying by a credit card requiring the signature, obligatorily

check the conformity of the signature on the confirmation and on the card,
 if the customer pays in cash check the authenticity of banknotes.

 Carefully pack goods (remember - the footwear should aesthetically be put with paper
being in a box) before the payment of the customer,

 At the same time give the rest and the receipt to the customer or the printout from the
terminal.

Important! A lack of small change as well as a asking the customer for a small change is
unacceptable.

 Inform the client about:

our responsibility for the product which is 2 years long
the possibility of returning the goods up to 7 days ( if the client asks )
 Thank, say goodbye, escort the customer with your eyes, invite again.
IV. Customer want to buy a shoes. Exercise with the closed questions.
Questions – Work in pairs

V. Closed and open-ended questions. Exercise.

Skillfully ask the right open-ended questions, which will help to receive a lot of answers
about customer preference.

Asking open-ended questions is a key element in identifying customers’ needs.

Open-ended questions starts from:

WHAT, WHICH, WHY, IN WHICH, WHERE, WHAT FOR

Example:

“What size are you looking for?”

“What is your interest?”

“Where are you going to were them”?

“What do you need those shoes for’?

Closed questions:
Closed questions introduce short conversation but they don‘t bring much information. Those
questions are named closed, because they can only be answered with “yes” or “no”.

Example::

“Are you coming from London?"

"Do you like running?"

VI. Sales ability training.

To keep the high level of the Customer Service each store Manager is obliged to conduct
coaching about the sales process.
The sheet is intended for all employees (with a short and with a long job experience). Its aim
is to implement the knowledge from the training on the Customer Service during every day
work of a new employee as well as improving abilities of employees with a long service.
The sheet of observation and the sales review