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Customer service

The third element of customer service is the example of customer service demonstrated by the leaders, or simply leadership example. A leader then should not expect his or her subordinates to perform a level of customer service that is higher than what the employee does in his or her daily activities. Thus, whenever a higher level of customer service is to be delivered, leaders should perform them by setting examples for their staff to follow, thus performing the same kind of effective customer service at the lower level.

However, there are times when providing example is not enough; employees must be constantly reminded what is expected from them in treating their customers. The fourth element thus, is related to the extent by which the leaders communicate their expectations to their staff. Employees must be constantly reminded of what is expected from them in the treatment of their customers. Lastly, the fifth element is concerned with customer service and management leadership training. Obviously, not everyone is gifted with the talent of actually being able to be of great service to the customers.

Smiling and greeting customers are unfortunately, never enough. In the same manner, most customer service happen when something goes wrong; situations

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which could win or lose a customer depending on how staff members address these concerns. Thus, employees should be given proper training in handling customers in times like these. The survey questionnaire was used in order to obtain the perceptions of the fifty respondents with regard to the importance of customer relationship management practices such as loyalty schemes in the members of the retail industry in the United Kingdom.

Demographics The first part of the survey looked into the profile of this study’s participants, with their ages being the first factor that the researcher focused on. The results of the survey show that the ages of the participants vary with a nineteen year old being the youngest and a sixty-six year old being the oldest. The researcher classified the respondents into six groups to aid in the analysis of the data obtained.

The members of the first group were those respondents who were below the age of twenty; the second group included those who were between twenty to twenty nine years old; the third group, those between thirty to thirty nine years old; the fourth group comprised of respondent between the ages of forty and forty nine; the fifth group were those who were aged fifty to fifty nine and finally; the last group was comprised of respondents who were sixty years old and above. Table 1 (below) summarizes the number of respondents falling under each age group.

The survey shows that of the fifty respondents, only one (2%) is below the age of 20; eighteen respondents (33%) belong to the second group, falling between the ages of twenty to twenty nine; fourteen respondents (26%) are from the third group or those who are thirty to thirty nine years old; fourteen respondents (26%) belong to the fourth group or those between the ages of forty to forty nine; four respondents belong to the fifth group, which is comprised of those aged fifty to fifty nine; finally, only three respondents are aged sixty and above.

At the same time, the survey also looked into the gender of its respondents. Apparently, majority of the respondents of this survey are females, accounting to seventy six percent (thirty eight out of fifty respondents) of the entire population. On the other hand, the male respondents account for approximately twenty four percent (twelve out of fifty) of the respondents. These results are summarized in Table 2 (below).

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