IN a recent customer service research survey conducted by Red Scout throughout Malaysia and all across Asia, a few notable issues such as customers feeling ignored, sales staff not knowing their products well and customers not finding the solutions they were looking for, were highlighted. (Red Scout is Asia-Pacific’s leading provider of interactive online training and recruitment opportunities.)

In retail, customer service is key as this value-added service plays a vital role in enriching one’s shopping experience.

Homegrown department store Parkson acknowledges the need to provide quality customer service. It has embarked on a commitment to equip all its sales staff with the “Parkson Star Service eLearning Course”, a specially developed Seven-Step Online Module since last July.

The online learning service programme was developed exclusively for Parkson by Red Scout. Learning this content online is a revolutionary method of training, endorsed by major retailers in the industry.

Enrolled sales staff members are required to complete a programme that includes seven steps to great service – Ready for Service, Acknowledge and Greet, Identify Customer’s Needs, Advise Solution, Plus Selling, Close the Sale and Post Sale Service. These steps allow each sales person to provide each customer with a consistent and thorough level of service.

Upon completion of the e-learning programme, each participating employee is given a Star Service badge. Once they have demonstrated the skills taught, they will be awarded a certificate.

Raymond Teo, COO of Parkson (pic), stresses the need to have trained sales staff to cater to a discerning consumer market.

“What customers take away with them when they leave our store(s) is not merely the quality goods that we offer but also an enriching shopping experience filled with warmth, hospitality and attentive service which will make them want to return,” he said in a press statement.

Visakha Wong, Parkson human resource manager, said: “We have 10,000 staff members who enrolled in this programme as of now and we’re hoping to get 80% of all vendor staff to participate as well by June 2013.”

The e-learning programme will continue to be implemented across all Parkson stores in Asia Pacific in 2013 and 2014.

This commitment is part of Parkson’s mission to be Asia’s leading department store by recognising the key player in its retail business – the customers.

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