Retail Shopping Experience: A Customer Service Analysis of Two Stores

This report presents an analysis of customer service experiences at two retail stores: Michael Hill, a high-end jewelry store, and Aaron Signature, a lower-cost jewelry and watch retailer. The report details the product offerings, store ambiance, and staff interactions at each location. It includes a comparative analysis of customer service, examining aspects such as staff greetings, transaction processes, and the availability of additional services. The report also identifies missing customer services and evaluates the overall experience of the store and salesperson, incorporating customer comments and past experiences. The conclusion summarizes findings and suggests improvements for enhancing customer satisfaction and business performance in both retail settings, focusing on aspects like staff training, promotional offers, and store environment.

Retail Shopping
Customer
Service Survey

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
Store 1 :- Michael Hill.....................................................................................................................1
1. Details of the store and it's product....................................................................................1
2. Report listing and the different thoughts............................................................................1
3. Transaction transpired........................................................................................................1
4. Description of the other customer services........................................................................3
5. Missing customers services................................................................................................3
6. Overall experience of store & salesperson.........................................................................3
7. Three different comments...................................................................................................3
8. Past and current experiences..............................................................................................3
Store 2 :- Aaron Signature...............................................................................................................4
1. Details of the store and it's product....................................................................................4
2. Report listing and the different thoughts............................................................................4
3. Transaction transpired........................................................................................................4
4. Description of the other customer services........................................................................5
5. Missing customers services................................................................................................5
6. Overall experience of store & salesperson.........................................................................5
7. Three different comments...................................................................................................5
8. Past and current experiences..............................................................................................6
CONCLUSION................................................................................................................................6

INTRODUCTION
Present report is going to be enclosed with two different stores, where one will be high-
end jewellery store named as Michael Hill and the other one will be Aaron Signature. Along with
this, assignment will put light on customer service experience after visiting these stores.
MAIN BODY
Store 1 :- Michael Hill
1. Details of the store and it's product
Luxury store, which I have taken into consideration and visited is of Michael Hill. This
high end business organisation, dealing in jewellery sector and it was found in the year of 1979
by Michael and Christine (his wife). Company is having headquarter in Brisbane, Australia and
the specific store that I visited is at Richmond Hill, Ontario L4C 5G2, Canada where I found that
store was offering a range of products and services like Jewellery and other related products
(rings, earrings, chains, bracelets, watches, necklace, pendants and so on that are made of gold,
silver and diamond). I went there to purchase earrings for a close friend.
2. Report listing and the different thoughts
Michael Hill is said to be one of the famous business retailer in all over the world, and if
it is talked about particularly the store, which I visited at Richmond Hill, it is carrying a unique
style and arranged all the products offered by them inline and in a sophisticated manner. All the
lights spotting on all Jewellery products was directly catching the eyes of store visitors. Along
with this, if it is talked about staff of this store it greets well and provide every single detail about
the product, which I have asked for. Including this, store is having parking facility as well with
proper sitting arrangement within the shop. Away with this, prejudging was not seen among
staff, and they welcomed with a smile among different areas that store was having for distinctive
products.
3. Transaction transpired
Comments Reaction
Did the staff welcomed in a prompt manner? Yes they did
After entering the store, did any of staff Yes, they came to me
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member come over or there was no-one to
help?
Did the staff member serving you introduce
themselves?
Yes
Did they ask your name? Yes
Any of staff member offered their business
card?
Yes
Were they having any sort of name tag on their
shirts?
No
When you entered the store or leaving it, did
any of staff shake hands?
Yes
Were they dressed well? Yes
Did they speak to both of you if you did this in
pairs?
No
Was there any rapport building? Friendly nature and supportive nature of staff
helped me in getting knowledge regards to
price, specific details and so on.
Did they attempt to involve you in any
conversation?
Yes
Did they determine your needs or what was
important to you?
Yes
Did they find out what you really wanted? Yes
Did they help you out with proper caring? Yes
Were they interested? Yes
Did they attempt to make a sale? Yes
Did staff members greeted for while
welcoming?
Yes
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Any feedbacks asked by them? No
How were both non-verbal and verbal
communication skills?
Both of the skills were quite good.
4. Description of the other customer services
Michael Hill's store at Richmond Hill consists with many of other customer services like
they have given free Wi-Fi, feedback choices and a coffee as well based on choice of store
visitor. Staff was also humble, which enhanced overall experience related to Michael Hill's
customer service including appropriate parking site.
5. Missing customers services
After visiting the store, I have found that there were many areas within customer services
that requires proper attention, like staff should give all the details in regards to different discount
and other related offers. This would have helped in developing the customer service of Michael
Hill's store at Richmond Hill.
6. Overall experience of store & salesperson
At the store of Michael Hill, experience that I had related to services offered by staff
members of this company's particular store at Richmond Hill was quite amazing, where they
understand what a customer is looking for. It can be said that, customers at this store gets proper
attention, where needs are being considered as one of the topmost element, which an employee
looks forward to fulfil of consumer. Extra efforts like a smile and appropriate greet aid individual
in building relations with customers of Michael Hill.
7. Three different comments
The three comments, are present underneath:
 Business expansion among areas, where Michael Hill has not yet reached.
 Improvement among customer service department is required by Michael Hill.
 Proper information is required to be given to customers related to discounts and other
offers.
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8. Past and current experiences
The overall experience given to customers can easily be enhanced through developing a
much more unique sitting arrangement, free parking facilities and through offering customers
with daily discounts. All this will aid in improving the performance level in much effective
manner.
Store 2 :- Aaron Signature
1. Details of the store and it's product
Aaron Signature, is being considered by me as low cost store but located at a high rated
location and i.e. North York, Toronto, Ontario, Canada and this was found in the year of 2016.
This store is basically dealing among jewellery and watches. Along with this, company serves as
in-house professional jeweller that works together with customers in order to design and custom
craft a unique piece of jewellery. Here, I went to purchase a pendant for myself on reasonable
prices.
2. Report listing and the different thoughts
Low cost store i.e. Aaron Signature is offering customers with unique watches and
jewellery. Atmosphere of Aaron is basically clumsy but luxurious. But, it can be said that staff is
caring and greet in much effective and appropriate manner and they do not have a particular
dress code. On the other hand, store is not having it's personal parking slot for customers.
3. Transaction transpired
Comments Reaction
Were you served promptly? Yes
Did somebody approach you or did you need
to look through all the products by your own?
Staff members has helped me out.
Did the staff member serving you introduce
themselves?
No
Did they learn your name? Yes
Did they offer a business card? Yes
Did they have a name tag? Yes
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Did they shake hands? No
Your impressions on how they were dressed Staffs are not properly in dress code.
Did they speak to both of you if you did this in
pairs?
Yes
Was there any rapport building? The respective store offer quality products at
very reasonable price.
Did they attempt to involve you in any
conversation?
Yes
Did they decide your needs or what was
imperative to you?
Yes
Is it safe to say that they were attempting to
discover what you "truly needed" or would
they say they were increasingly inspired by
simply investigating the importance of the
item?
Store's staff helped me in fulfilling my needs
Were they helpful and caring? Yes
Did they appear interested? Yes
Did they attempt to make a sale? Yes
Did they thank you for coming in? Yes
Did they ever follow-up with you? No
Verbal and non-verbal communication skills Good enough skills
4. Description of the other customer services
Aaron Signature, consists with various other services for customers like drinking
arrangements but, one of the crucial element over here is that staff of this store are much familiar
and likes to build relationship with their customers.
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5. Missing customers services
At the time of purchasing pendant, I have gone through many issues that can be resolved
through upgrading their customer services, like number of trained employees were less, which
means I had problem related to whom I should ask for a good pendant based on my own need.
6. Overall experience of store & salesperson
Just when I entered the store, I felt like every single thing is messy but the service that
has been offered by Aaron Signature related to customers was particularly fine and this raised
my experience in much effective manner. Along with this, what I found was that store has stayed
clean and appearance will grab attention of clients.
7. Three different comments
Some factors that Aaron Signature would require to change are presented underneath:
 Innovative approaches like buy 1 get 2 free and other sorts of discounts or offers would
directly aid in enhancing the customer base.
 Formal uniform is required to be made so that proper customers service can be given and
this will aid in enhancing the customer loyalty.
 Separate store likewise have constrained staffs so they have to procure more staffs which
prompts execution of work all the more appropriately.
8. Past and current experiences
As indicated by my involvement with minimal effort store arranged at top of the line road
there are different variables which they have to keep up so as to accomplish and fulfil clients in
adequately. For instance their ought to be sharp looking and prepared representatives, setting
offices, most extreme number of staffs to achieve clients and some more. This is so on the
grounds that it will affect on clients experience profoundly.
CONCLUSION
Considering the above mentioned report, it is being concluded that proper analysis done
on a particular area would lead the individuals to enhance the number of benefits.
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