This paper discusses Gap's customer service and compares this service in U.K. and U.S.A. retail stores and on the Web.
Written in 2008; 1,300 words; 12 sources; MLA; $ 43.95
Paper Summary:
This paper explains that Gap, Inc. is one of the world's biggest multinational specialty retailers, selling casual clothes, accessories and personal care products for women, men and children. The author points out that, since its beginning, the goal of Gap has been to make shopping easier. The paper stresses that the judicious use of technology, such as computer-telephony integration (CTI) and data warehousing, can play a vital role. The author underscores that Gap utilizes state of the art technology, such as integrated global databases, to coordinate its customer knowledge; however, the greatest recent technological change in customer service has been the advent of online shopping. The paper relates that the Web has served its American customers extremely well by offering an excellent online shopping service, but its British clients are annoyed because Gap fails to offer them the same service.
Table of Contents:
Introduction
Importance of Customer Service
Technology in Customer Service
Questionnaire
Results of Questionnaires
Conclusion
From the Paper:
"US customers felt that they got good customer service at Gap. Some said it was very important that there is a sufficient number of staff, compared to stores like Wal-Mart or Target, where it is hard to even find a staff member, let alone someone knowledgeable. UK customers had very similar comments, comparing Gap stores favorably to retailers such as Tesco, where there is almost no customer service. Gap seems to be impressing its customers by resisting the global trend towards self-serve."
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