$1.$ Customer Service via Technology

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Customer Service via Technology

Read the case and answer the questions that follow.

Sam works with a customer who prefers high touch service as opposed to technology. This customer is high touch because he wants face$-$to$-$face contact, despite the fact that technology could make the transaction easier for him. Sam shows good etiquette when talking over the phone such as smiling into the phone, being positive, saying thank you, being direct and to the point, and providing detailed contact information. He is also prepared with the item number and information about the product.

Customer: Hi$,$ I am interested in seeing one of the new soccer video games.

Sam: The best one is FEBA Soccer and it received really high ratings from users and technology magazines. Unfortunately we are out of that item, but it is available online.

Customer: Online only?

Sam: Yes, and right now we are offering free shipping if you order it online. Would you prefer to do that in store or at home?

Customer: I really don$$t want to order anything online. What else do you have?

Sam: We have the American Soccer game in stock, can I show it to you? $($starts walking to aisle$)$

Customer: Yes. How does the game differ from the first one you said?

Sam: Well, the graphics aren$$t quite as good as FEBA, but everything else is basically the same.

Customer: Is there any way I can see how the graphics look on both games without having to buy both?

Sam: Sure, if you look them up online, it is likely you can see screenshots for both.

Customer: Is there any place I can see them here in the store?

Sam $($thinks for a second$)$: Sure, if you want, come up to the front and I will pull them up on one of our computers.

Customer: Thanks. You are right, the graphics are much better. Is there any way to get the FEBA game without getting it online?

Sam: Of course. If you want, I can call our other store and have it shipped here, then give you a call when it is ready to be picked up$.$

Customer: Sounds great.

Sam $($on the phone$)$: Hi$,$ this is Sam from the Westside P$-$town $($smiling$).$ Can you check stock on a game for me$,$ please? It is item number $838391$ and the FEBA Soccer game.

Sam: $($puts mouth away from phone and tells the customer$)$ They are checking.

Sam: Great. Can you ship that to our store? Sure, let me get that.

Sam $($to customer$)$: I just need your credit card number.

Customer $($hesitates$)$: I am not really comfortable giving that over the phone. Is there another way to complete this transaction?

Sam: Our system is completely secure$,$ but if you prefer, we can have them ship the game as a transfer and then when it arrives I can call you. Will that work?

Customer: Sounds great. Although, I would prefer you e$-$mail me$.$

Sam: $($into phone$)$ Can you please transfer that to the Westside store number $21$ and put attention to Sam for me$?$ Great, thank you. Bye, bye.

Sam: Ok$,$ you are all set. I just need your e$-$mail address and I will e$-$mail you as soon as the item arrives, probably within three days.

$1$a$.$ What type of customer was Sam dealing with in this scenario?

What type of customer was Sam dealing with in this scenario?

Multiple Choice

low touch customer

center touch customer

high touch customer

constant touch customer