Refined Service - The 36 Key Details That Determine Service Success or Failure

Author: Xue Qian
Publisher:
Publish Date: 2006-08-01
Features:
1. Enhancing Service Quality
In the process of providing services, businesses should continuously improve various aspects of their services to make them more perfect and satisfy customers even more. In 2002, Carrefour's global sales reached 76.8 billion euros, ranking 36th on the Forbes list. Carrefour's persistent innovation and improvement have been the fundamental reasons for its success. Since Carrefour entered China, its innovations and improvements have been reflected in some aspects that people have become accustomed to.
1.1. Converting Step Stairs to Conveyor Belt Stairs
In Wuhan, many local merchants use step stairs, where consumers must carefully step onto each step each time they use the escalator. The gaps between steps, where flashes of light appear, cause nervousness, and people hesitate to step down for fear of a sudden slip. Adults can manage, but the elderly and children are at risk of accidents on such escalators. Carrefour's conveyor belt escalators, however, ensure that consumers never worry about stepping on an empty step or falling. Due to their smooth operation, children can play around on them without parents needing to worry.
1.2. Packaging Candies in Transparent Containers
Carrefour places candies in two rows of nearly two-meter-high transparent tempered plastic tubes, with each tube containing candies of the same color. From a distance, they resemble two rows of vertically arranged, colorful lights. Consumers are easily drawn to approach, and once they walk between the two rows of tubes, the bright candies immediately stimulate their appetite. In contrast, many domestic merchants pile candies like mountains in a bucket-like container, surrounding a pillar in the store. How can customers be inspired to make a purchase under such circumstances?
1.3. Green Fruit and Vegetable Baskets
Carrefour places all fruits and vegetables in deep green baskets. The red and yellow fruits, along with the green and white vegetables, stand out against the basket, giving consumers a sense of environmental friendliness and cleanliness. Subconsciously, they believe these fruits and vegetables are fresh and natural, benefiting their health. Additionally, the green light covers hanging above the baskets create an illusion of being back in nature.
1.4. Innovations at the Checkout Counter
Carrefour has made significant changes to its checkout counters. First, each counter drawer is equipped with an internal phone. Second, three short rods are added to the outside of the counters—used for hanging shopping bags. These small changes are considered "innovations" because they prioritize customer service. Carrefour has very detailed job responsibilities and strict management, and employees are generally not allowed to overstep their authority. Cashiers frequently handle money, so Carrefour has "mechanized" and "standardized" their work. For example, drawers are only opened when customers are checking out, and once items are scanned, they cannot be changed on the computer. Due to the limited authority of cashiers, many unexpected situations cannot be handled independently. In such cases, it is crucial to quickly call a supervisor to the scene, and the internal phone serves this purpose. The three rods added to Carrefour's checkout counters hang both small and large shopping bags. After checking out, cashiers directly place the items into open bags, providing an additional bagging service for customers. This approach aligns with