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Par   •  31 Janvier 2021  •  Dissertation  •  826 Mots (4 Pages)  •  405 Vues

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  Corrigé CO «  Customer loyalty »     /     Marketing – Retailing      /     MCO  /   M. Bosc

1. First read the transcript of the message then listen to the document and fill in the blanks

Journalist: Today we have invited Mr Sutherland, a retail expert, and the subject we have chosen to discuss is customer loyalty . Mr Sutherland, the retail sector is very competitive ; can you illustrate how important customer loyalty is?

Mr Sutherland: Customer loyalty is vital as 80% of our sales come from 20% of our customers. This means to keep customers returning, we need to help them remain loyal to our stores .

J : So what can retailers do to build customer loyalty?

Mr S. : The easiest, and possibly the most affordable way to build customer loyalty is to satisfy the customer. Sometimes this is easier in theory than in practice . Customers come in all personalities and with different ojbectives . Some people are even impossible to please.

J : So how does a retailer appeals to a large segment of the population?

Mr S. : Begin by implementing the most basic customer service rules : treat the customer the way you want to be treated when shopping  .

In order to satisfy most customers and keep them happy retailers can institute the following six customer service practices in their store policy . Just be sure all employees are working towards satisfying the customer by:

Greatiful every person as they enter the store

Letting shoppers know they’re available for help, if needed

Offering their expert advice

Providing services beyond the customer’s expectations

Thanking every shopper as they exit the store

And rewarding the customer

J : So how can retailers reward their customers?

Mr S. : Various methods can be used: from store cards that discount certain items to free gifts with purchases, there are numerous ways to incorporate a customer reward program. Before you spend a lot of money in marketing consider what type of reward you value most as a shopper.

J : So, what can be done to make customers feel appreciated and valued?

Mr S. : For some customers, a real reward may be a simple gesture of appreciation. Something small and inexpensive can read like a true “thank you for your business”.

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