Contoh assignment University Malaysia, Retailer customer service

 

1.0 BACKGROUND OF THE COMPANY

            Hush Puppies is a company originated from the United States which is the world’s largest economy. Hush Puppies sells wallet, footwear and handbag for men, women and children. The shoes of Hush Puppies have a good reputation and once been described as “the classic American brushed-suede shoes with the lightweight crepe sole”. Wolverine World Wide own the Headquarter of Hush Puppies and built in Rockford, Michigan. There is total more than 140 countries over the world were licensed with the name of Hush Puppies by Wolverine markets. Hush Puppies provide licenses for footwear and non-footwear categories such as clothing, Hush Puppies Men’s casual gift set, wallet and handbag. The Company uses a Basset Hound, a king of short-legged dog species, named Jason as its logo.

Footwear is one of the Hush Puppies’ significant product. The Hush Puppies brand was founded in 1958. Wolverine World Wide carried out a strategy by developing the method of pigskin tanning and target the market to the USA military. Currently, the most durable leathers among the animals is the pigskin and it is very suitable to produce a jacket, wallet, shoes and glove especially some protective products. The Chairman of Hush Puppies Victor Krause launched the casual pigskin shoe and the magnificent idea made the brand became famous in American around 1950s and 1960s.

The Basset Hound logo is attractive and easily recognized by customer and become a well-known symbol for shoes all around the world. However, The Hush Puppies name evolved from a trip into Tennessee by Jim Muir, the Company’s Sales Manager. The origin of the name is after he finished his fried fish dinner at the home of a customer, he asked why the little fried corn dough balls were called “Hush Puppies”. The customer answered” the fried dough was used by farmers to silence their barking dogs. Muir think that “Hush Puppies” would be an excellent name for Wolverine’s new comfortable casual pigskin shoes because when feet hurt they are much like barking dogs.

Hush Puppies claimed their rubber sole had saved celebrities. For example, the rubber soles saved the life of Rolling Stones guitarist Keith Richards when he accidentally touched his guitar against an ungrounded microphone at a 1965 concert in Sacramento, California Richards was knocked unconscious but the doctors believed that the crepe-soled Hush Puppies shoes he was wearing insulated him and saved his life.

According to The Tipping Point by journalist Malcolm Gladwell, In 1994 the sales of Hush Puppies were down to 30,000 pairs a year, and rise to 430,000 pairs of shoes in 1995. In 1996, Hush Puppies won the prize for best accessory at the Council of Fashion Designers awards dinner.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

2.0 THE WAY HUSH PUPPIES FOCUSING ON THE CUSTOMER BY PROVIDING GOOD CUSTOMER SERVICE IS ESSENTIAL TO RETAILING

Customer service refers to activities undertaken by retailers to make shopping a more rewarding experience for their customers. These activities can increase the value hat customers receive from their purchases of merchandise and services.

Hush puppies are a retail selling eyewear, clothing and plush. This is so because, Hush puppies has a systematic basis in arranging items by according to the type of goods. In addition, the ability to touch and feel the products offered in Hush puppies and it also encourage visitors to visit the stores physically if compared to purchase online. This is because it allows the customer to use all senses such as touch, smell, feel, see and hear when performing inspection. Especially when customers want to buy a fashionable product such as handbag, wallet and belt.

Hush puppies also offered to pay in cash. This is because many customers choose to pay cash because it's simple, it can complete the transaction immediately and do not cause the potential payment of interest. At the same time customers also prefer to use a credit card or debit card someone instead of submitting payment information electronically via the internet. Payment using a debit card or credit card will enable to speed up the time of payment at the counter. When the payment method is carried out in the retail shop, it can stimulates the buying experience of the customers as they did a fast purchase.

Owner of the Hush puppies have realized the products or services had a good sales. This is because delivering product information in the right way can help customers to find a desired items and also be able to convince the customers that the service of the Hush Puppies is reliable. In addition, Hush Puppies always investigate the demand of customer. So that the Hush puppies can modify the sales campaign to satisfy the needs and behavior of buyers. Hush Puppies always chat with their customers and listen to the problems they encountered. This action can avoid the possibility of customers may affect the reputation of the Hush Puppies by spreading the complaints upon the products of hush Puppies. Therefore, the Hush puppies will convert and fix their weakness immediately after receive the complaints.

Furthermore, we will see a good communication among the employees in the shop every time we entered the shop. It is important to treat the customers with patient and tolerance because customers are easier to be emotional and the results of making a customer angry is not a pleasant one. The employees of Hush puppies employees will give their best to assist the customer in their enquiry and a tiny problems must be corrected as well.

Hush puppies also provide a proper facilities. In the perspective of facilities for example equipment, technology, supplier will allow the product to maintain in the best condition. Air conditioning is available in the store for the customer and also to the employees.  Hush puppies make purchase activities customers in an easy and comfortable ways. Either in the store, website or through the catalog must be simple and easy to be exploit by the customer. For any enquiries customer can always visit the website of Hush Puppies and it can assist the customers to meet their needs without obstacles.

 

 

 

 

 

 

 

 

 

 

 

 

3.0 TYPES OF CUSTOMER SERVICE THE RETAILER PRACTICE IN HUSH PUPPIES STORE

3.1 PERSONALIZED SERVICE

This approach encourages service providers to tailor the service to meet each customer’s personal needs. Retailers in Hush Puppies store practice this service by creating and delivering a superior service in order to cater the customer’s personal needs. Successful implementation of the personalized or customized approach relies on the performance of salespersons and service providers where personalized service practice in Hush Puppies store relies on the performance of retailers there. The personalized service that practice by retailers in Hush Puppies store typically results in customers receiving superior service to satisfy the customers need in order to stay loyal and buy more.

Besides, retailers in Hush Puppies store provides some of the personalized service such as welcome the customers and treat them friendly, accepting credit cards and home delivery. The most important service that retailers practice in Hush Puppies store is welcome the customers and treat them friendly. For example, when customers walk through the front door of the Hush Puppies store, employees welcome them and the customers will receive personalized service where retailers treat them friendly. Therefore, retailers can increase the confidence of the customer upon the Hush Puppies and encourage their customer to buy there. In conclusion, retailers in Hush Puppies store provides service through welcome the customers and treat them friendly in order to satisfy the customers to stay loyal and buy more.

Next, the retailers in Hush Puppies store provides another personalized service which are accepting a credit cards. Retailers accept credit cards when customer purchase the merchandise through browse the Hush Puppies website which is www.hushpuppies.com.malaysia or via online which is ZALORA MALAYSIA. They provides credit card information to its credit card processor for payment purposes and then also provides customer’s name and address to the Hush Puppies company that ships the merchandise. In conclusion, retailers in Hush Puppies store accepting credit cards that provides as a personalized service to the customer.

 

Next, home delivery is one of the personalized service that provides by the retailers in Hush Puppies. Retailers provides this service when customer purchase the product via online but they will charge to the customers. For example, Hush Puppies Zalora Malaysia provides online shopping services, but the delivery will be charged according to the kilometre radius from where the Hush Puppies store is based to the destination of merchandise delivered to the customers. In a nutshell, retailers in Hush Puppies provides home delivery to the customer as a personalized service in order to cater customer’s personal needs.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

4.0 Explain the ways in which customer services have implented in their store through pre-transacions, transaction services and post-transaction services.

 

Hush puppies is an american internationally marketed brand which is provided three ways of customer service: pre-transcation services, while-transaction services and past transaction services can be identified.                   

Pre-transaction services are services that provided to the customers prior to entering the store and customer service factos that arise prior to the actual transactions taking place. This services are usually helps retailers for attrach and influence customers. Hush puppies providing pre-transaction services like convenient hours, advertisement, promotion and etc. Hush puppies store is usually located at big shopping mall, so it opens in all days 10 am until 10 pm. They also doing a lot of promotions like warehouse sale and clearance stock sale which is shown in the picture below. This is specially to increase customer traffic. The more you promote your brand, the more will the customers know about your company and the more will they will be interested in your products. Adversitement is message or announcement in media to promote their products. Hush puppies also has released few videos to advertise their products especially shoes and sandals. Adversitement helps to create and increases brand awareness in television, newspaper, and youtube which is helps people to find out more about your products.

 

        

 

Figure 1: Warehouse sale and clearance stock sale

 

While-transaction services is the services that provided to customers after entered the store and offer the facility according to customers need, and help them exit the store as soon as possible with their purchases. Nowadays there are lot of people not prefer to carry many cash along with them. So that hush puppies also provide credit card and debit card service to make customers a comfort zone to purchase their needs. There are also provided some discounts which is exclusive for Public bank and Maybank credit or debit card member. This methods are usually attrach debit or credit card user to purchase in this store. Hush puppies gives some free gift to their customers to increases the sales. Hush puppies gives angpow packets, thermo flask, umbrella and tote bag as free gifts if customers purchased in the certain amount as shown in the pictures below. For example, Hush puppies gives angpow packets with purchase of RM 188, two thermo flask with purchase of RM 388 and overnight bag with purchase RM 600 or RM 550 for members. Hush puppies provided gift wrapping services for those who are requested for gifted anyone.

 

 

Figure 2: Free gifts which are Hush puppies provided

 

Post transaction services is the services that provided to customers after they have purchased merchandise or services. For instance, post-transaction services like complaint handling, servicing and repair, merchandise returns, delivery and etc. Hush puppies have specially-trained staffs to heard all customers complaints. This store will gladly accept your return of unworn merchandise within 7 days from the date of purchase and they also provide online form which is want fill up for those who want to exchange or refunds. Hush puppies have specific customer service number and customer service department for all inquiries regarding your hushpuppies.com order. The delivery service also provided by Hush puppies store to their customers who do online shopping. 

  

 

 

 

5.0 IMPACT OF THE CUSTOMER SERVICE PRACTICE BY RETAILER TO THEIR STORE

5.1 INCREASING THE EXPERIENCE TO RECEIVE NEW CUSTOMERS

The Hush Puppies’ company bear in mind the customer service practice give more benefits to their store as much as it can be up to more experience to get new customers than it is to keep a current customer. Good service helps them to get more customers, more over their products are the current needs of customers. This also encourages them to improve their business through customer service.

 

5.2 INCREASING CUSTOMER RETENTION

The customer service also gives more positive impact to Hush Puppies’ as increased customer retention to their store. At the same time, this impact helps Hush Puppies’ company improve their profitability. Customer service also helps Hush Puppies to promote a unique heritage and original style that embraces Hush Puppies. This starts from the creation of the first casual shoes in the world. Function of customer service carry on as a product so the Hush Puppies product is part of the global culture and symbolic lifestyle relaxation of the customer is even appreciated so far.

 

5.3 INCREASE THE VALUE OF LOYAL CUSTOMERS

The loyal customers are worth as much as their first purchase on average. Hush Puppies prioritize customer service even more for sales. Hush Puppies’ company has End of Season Clearance Sale and Holiday Sales starts from November to December. Customers enjoy discounts when Hush Puppies' company opens their warehouse sales, Off Season Sale- up to 70% discounts and Storewide Sale- up to 50% off. This way helps Hush Puppies' company to increase the loyalty of their customers.

 

5.4 INCREASE OTHER WORKERS MORE LIKELY TO WORK WITH THEM AFTER GOOD SERVICE

An article from https://www.lireo.com/how-customer-service-can-impact-your-business-infographic/ show, eighty-one percentages of people are more likely to work with their company after experienced the good service. The provision of good customer service to the customer is the key to progress a company to help to improve their business weaknesses. Hush Puppies’ has provided a good customer service as it has successfully opened branches in over 135 countries around the world.

 

5.5 GIVE THEM A MEASURING TOOL FOR THEIR STORE

The measuring tool for Hush Puppies' company is customer service, in sales generated by the company. Even customer service is also used as a sales agent directly or indirectly to increase the company's additional products and services to exceed the customer's custom to buy it. The positive interaction of customer service from Hush Puppies' has jointly increased the supply of additional services required. In addition, it can also create an atmosphere where customers are looking to buy new products in the future.

 

 

 

 

 

 

 

 

 

6.0 CONCLUSION

In conclusion, Hush Puppies need to improve their customer service by enhancing the interaction between the employees and the customers. The workers themselves should always understand the needs of their customers. Employees should also acknowledge their mistakes if they had made a mistake. Besides, they also need to improve their customer service to strengthen their customer service skills which play a crucial role to ensure that their customer service team have a good skills and communication to deal with their customers. They must have a high level of patience and consistency. They should know how to handle the problems and ensure that customers are satisfied with the services provided such as use gentle and positive word to communicate with the customers in order to delight the customer.

In addition, my recommendation is where the retailers of Hush Puppies need to improve their customer service by improve customer service strategy. It is important for them to provide the best service to their customers so that they will be happy and comfortable. Employees need to develop the relationship, teamwork, understanding, compassion and caring among the colleagues. If they often provide the best service for the customers, they will indirectly make the customer feel more appreciated. Employees can also meet the needs of their customers by ensuring they understand and meet their customers’ needs. All employees should always provide VIP offers to the customers so that they can feel happier. Besides, the employees can also do surveys to the customers in order to gain ideas and improve their ability in customer service and fix the problems that had appeared.

7.0 REFFERENCE

7.1 BOOK

1) Garry Tan Wei Han, Norasmah Abdullah, Nor Zafir Md Salleh, Dr Selvan Perumal and Siti Raudha Azis (2017). Retailing, Selangor, Malaysia: Oxford Farjar Sdn Bhd

7.2 WEBSITES

1) Gladwell, Malcolm (2000). The Tipping Point: How little things can make a big difference. Boston: Little, Brown and Company. p. 3. ISBN 0-316-34662-4.

2) Gladwell, Malcolm (2006). The Tipping Point: How Little Things Can Make a Big Difference. Little, Brown and Company. ISBN 978-0-7595-7473-1. Retrieved June 11, 2015.

3) Midaz Orion (2018). Hush Puppies. Retrieved from https://hushpuppies.my/

4) Marketing Stretegy (2018) <http://avinashsharma6612526.blogspot.com/2017/01/hush-puppies-by-bata.html > 15/10/2018

5) 2018 Wolverine World Wide, Inc. Privacy Policy Terms & Conditions CA Supply Chain Transparency (2018) <http://www.wolverineworldwide.com/careers/> 16/10/2018

6) Homepage US (2018)<https://www.hushpuppies.com/US/en/home> 16/10/2018

7) Hush Puppies History Timeline (2018) <https://www.youtube.com/watch?v=A8ZiEIgljFQ> 20/10/2018

8) Terms of Service, Trademarks Privacy Policy (2018) ©2018 Bloomberg L.P. All Rights Reserved https://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapId=840383 13/10/2018