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Dedication

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Acknowledgments

Any attempt at any level cannot be satisfactorily

completed without the guidance of learnt and well
educated people , We would like to express our deep
gratitude for Dr. for his constant support and motivation
that has positively affected us into making this project .

We are also thankful for Mango’s administration

especially Mrs. and the employees for making our job
much easier by giving us answers without hesitation or
complaint.
complaint.

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I-Introduction:
We aim in our project to explain how customer service works and to to see how it is
applicable at MANGO™ .
Customer service today is very important in competetive markets . every company would
want to attract and retain customers in any way possible , excellent customer service is
one of the important ways available , however it remains rare for many reasons , icluding
the ignorance of its importance by managers , or even for the lack of knoweldge and
information about it
we decided to cover motivation , empowerment , customer satisfaction and
restoration.We visited the local branch at saida and met with Mrs.Hanadi Maatouk Who
was very kind to us and given us all the answers that we needed , we compared between
theory and action and we found great similiarity , we hope that we will satisfy our project
with the information that we collected and further explain how customer service is
applicable in real life , and that our project would be much helpful for those would love to
know about this topic.

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II-PART ONE : Customer Service in
theory.

2.1-Customer service definition:

Customer relationship management is a widely-implemented strategy for managing a
company’s interactions with customers, clients and sales prospects. It involves using
technology to organize, automate, and synchronize business processes—principally sales
activities, but also those for marketing, customer service, and technical support. The
overall goals are to find, attract, and win new clients, nurture and retain those the
company already has, entice former clients back into the fold, and reduce the costs of
marketing and client service.Customer relationship management describes a company-
wide business strategy.
Phases:

 The three phases in which CRM support the relationship between a business and
its customers are to:

 Acquire: CRM can help a business acquire new customers through contact
management, selling, and fulfillment.
 Enhance: web-enabled CRM combined with customer service tools offers
customers service from a team of sales and service specialists, which offers
customers the convenience of one-stop shopping.

 Retain: CRM software and databases enable a business to identify and reward its
loyal customers and further develop its targeted marketing and relationship
marketing initiatives.

Benefits of Customer Service:

The use of a CRM system will confer several advantages to a company:

 Quality and efficiency

 Decreased costs
 Decision support
 Enterprise agility

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2.2-What Customer service consist of:
There are five essentials for good customer service:

 Essential One: Quality should always meet or exceed customers expectations.

This means identifying the customers and planning to give them consistent,
predictable outcomes.

 Essential Two: Quality is measured by customer expectation.

 Essential Three: The goal is to meet or exceed customer expectation 100 percent
of the time.

 Essential Four: Quality is attained through prevention of conflict by showing a

clear policy and using unconventional methods like using visual aids such as easy-
to-read wall charts to share information quickly.

 Essential Five: Management commitment and involvement lead the quality

process. leads by trusting employees ,empowering them and giving them
responsibility to make important decisions.management must be committed to
staff. You can't have good customer satisfaction without employee empowerment
and you can't have good employee empowerment unless your management is
empowered.

2.3-Motivation in Customer service:

Providing outstanding customer service is one of the most rewarding yet challenging
activities within an organization. There are many benefits for good customer service like:
* Increased customer satisfaction
* Increased revenues
* Increased repeat and referral customer traffic
* Less employee turnover
* Increased profits

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So how do we support and motivate our customer service team to give outstanding
customer service?

1. Provide Ongoing Learning: As a manager It’s important that

you not only provide training on organizational policies and
technology, but also how to handle customers. Create an

7 ongoing system for training and feedback. Request continuous

feedback and have the “courage to listen” to your customer
service team’s responses, because they are on the frontline, can
provide you with excellent information on how to service your
customer. Market conditions are changing all the time and the
 one piece of information your customer service team can share
with you can make the difference between success and failure.
After receiving the information , if necessary, provide the
training to your customer service team so that they can provide
outstanding customer service.

2. Adjust the Attitude: Constantly work on your own attitude and

your team’s attitude to providing outstanding customer service.
As a customer service leader, always be aware of the tone you
set and how your customer service team will be motivated by
your attitude. If you are upbeat, your team will follow the lead
and provide outstanding customer service. If you have a
negative attitude, your customer service team will follow your
lead and communicate this negative attitude to the customers
they serve.

Work with your customer service team members to create a

positive attitude in the following ways:

 Look at every customer service experience as a learning

experience that is preparing them for future
opportunities.
 Put your team in the customer’s shoes to understand
the customer’s “pain” and create empathy for
outstanding customer service solutions
 Have your customer service team take on the persona

8 
of a positive individual they admire to help them
through a difficult customer service situation.
Create “positive triggers” to remind your customer
service team why it is important to give outstanding
service. Your trigger could be as simple as a family
 picture or a picture of an item (new car, home, etc.)
that is important to you.

 
3. Give Incentives: Motivate your customer service team by
giving incentives based on meeting your organization’s mission,
goals, and values. Be timely, fair, and public with your
incentives. Also, when putting together an incentive program,
ask your customer service team what they would like as
incentives. Many times organizations will invest thousands of
dollars on incentives which are not the ones their customer
service team wants. Just ask.
4. Show Appreciation: Appreciate to motivate your customer
service team as much as possible. Remember, many times they
are facing very challenging customer service situations everyday.
Keep them motivated by sharing your appreciation in a timely,
sincere, fair, and encouraging way. By consistently showing
appreciation, you will motivate your customer service team to
excel when it is most difficult for them to do so.

5. Support Outstanding Customer Service: Support and

motivate your customer service team in a number of ways. You
can support and motivate your customer service team by making
sure the technology supports them and the customers.

9 Support your customer service team by delivering their concerns

to upper management. Champion their concerns to upper
management and let your customer service team know the
progress of each concern.
 6. Keep High Standards: Support and motivate your customer
service team by keeping standards high for customer service.
When your organization is facing challenging times, it is very
tempting to lower standards. That’s the last action you should
take. By lowering standards, you decrease customer
satisfaction,increase customer service turnover, and muddy your
organization’s name in the marketplace , instead train and
develop your customer service team.
In addition to what’s been said , as a manager you should hire the right people with the
right characteristics needed for frontline customer service , make the job more interesting
through empowerment , incentives , job rotation etc..

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2.4-Empowerment in customer service:

Ingeneral Empowerment refers to increasing the spiritual, political, social, or economic

strength of individuals and communities. It often involves the empowered developing
confidence in their own capacities.

Empowerment includes the following, or similar, capabilities:-

 The ability to make decisions about personal/collective circumstances

 The ability to access information and resources for decision-making
 Ability to consider a range of options from which to choose (not just yes/no,
either/or.)
 Ability to exercise assertiveness in collective decision making
 Having positive-thinking about the ability to make change
 Ability to learn and access skills for improving personal/collective circumstance.
 Ability to inform others’ perceptions though exchange, education and
engagement.

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 Involving in the growth process and changes that is never ending and self-initiated
 Increasing one's positive self-image and overcoming stigma
 Increasing one's ability in discreet thinking to sort out right and wrong.
Empowerment can help in:

 Increased creativity
 Increased productivity
 Increased teamwork and motivation
 Increased initiative
 Increased ownership of work
 Reduced employee turnover
 Reduced human resources situations
 Better work environment
 Increased results for the organization
 Increased career opportunities

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Ten techniques for empowerment:

 Motivate Your Employees to Find Solutions for problems

 Motivate Your Employees by asking for Opinions
 Motivate Your Employees by Managing to Their Level
 Motivate Your Employees by Delegating Tasks
 Motivate Your Employees by Encouraging Ideas
 Motivate Your Employees by Letting Them Run Your Meetings
 Motivate Your Employees by Embracing Mistakes
 Motivate Your Employees by letting them set goals , they would be more
motivated this way

Myths of empowerment:

 Customers are not to be trusted ,Many executives think the customer is out to take
advantage of a business in any way possible, Consequently, they develop rules,
policies and procedures to ensure that doesn't happen."
 Front-line employees are not to be trusted because of getting minumum wage or a
little higher.
 Empowerment will diminish or eliminate the role of middle managers.
 Employees are afraid of empowerment
Executives must excise these myths from their organizations, if empowerment is to work
and their businesses are to prosper and succeed.

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Problems of empowerment:

 Masked empowerment – when empowerment decesion is made but not really

delivered.
 Misunderstanding of empowerment by management or employees.
 Not setting boundaries for empowerment.
 Continuous intervention by management in employees work and decesions –
eradicating empowerment
 Not providing continuous training and development on how to deal with
customers problems and needs.
 Not embracing mistakes done by employees.
 Not rewarding them for the responsibilities they have that are above their rank

2.5-Customer satisfaction:
Customer satisfaction, a measure of how products and services supplied by a company
meet or surpass customer expectation. It is seen as a key performance indicator within
business.
customer satisfaction distinguishes six categories of quality attributes, from which the
first three actually influence customer satisfaction:
1. Basic Factors. (Dissatisfiers. Must have.) - The minimum requirements which will
cause dissatisfaction if they are not fulfilled, but do not cause customer satisfaction if they
are fulfilled (or are exceeded). The customer regards these as prerequisites and takes these
for granted. Basic factors establish a market entry.
2. Excitement Factors. (Satisfiers. Attractive.) - The factors that increase customer
satisfaction if delivered but do not cause dissatisfaction if they are not delivered. These
factors surprise the customer and generate 'delight'. Using these factors, a company can
really distinguish itself from its competitors in a positive way.
3. Performance Factors. The factors that cause satisfaction if the performance is high,
and they cause dissatisfaction if the performance is low.Typically these factors are
directly connected to customers' explicit needs and desires and a company should try to
be competitive here.
The additional three attributes are:
4. Indifferent attributes. The customer does not care about this feature.
5. Questionable attributes. It is unclear whether this attribute is expected by the
customer.
6. Reverse attributes. The reverse of this product feature was expected by the customer.

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Steps for customer satisfaction according to the 6 categories:
questionnaire to identify the basic, performance and excitement factors as well as the
other three additional factors.
1. For each product feature a pair of questions is formulated to which the customer can
answer in one of five different ways.
2. The first question concerns the reaction of the customer if the product shows that
feature (functional question).
3. The second question concerns the reaction of the customer if the product does not
show this feature (dysfunctional question).
4. By combining the answers all attributes can be classified into the six factors.
Seven steps for achieving customer satisfaction:
1. Encourage Face-to-Face Dealings
This is the most daunting and downright scary part of interacting with a customer. If
you're not used to this sort of thing it can be a pretty nerve-wracking experience. Rest
assured, though, it does get easier over time. It's important to meet your customers face to
face at least once or even twice during the course of a project.
Mangers’ experience has shown that a client finds it easier to relate to and work with
someone they've actually met in person, rather than a voice on the phone or someone
typing into an email or messenger program. When you do meet them, be calm, confident
and above all, take time to ask them what they need. if a potential client spends over half
the meeting doing the talking, you're well on your way to a sale.
2. Respond to Messages Promptly & Keep Your Clients Informed
This goes without saying really. We all know how annoying it is to wait days for a
response to an email or phone call. It might not always be practical to deal with all
customers' queries within the space of a few hours, but at least email or call them back
and let them know you've received their message and you'll contact them about it as soon
as possible. Even if you're not able to solve a problem right away, let the customer know
you're working on it.
3. Be Friendly and Approachable
you can hear a smile through the phone. This is very true. It's very important to be
friendly, courteous and to make your clients feel like you're their friend and you're there
to help them out. There will be times when you want to beat your clients over the head
repeatedly with a blunt object - it happens to all of us. It's vital that you keep a clear head,
respond to your clients' wishes as best you can, and at all times remain polite and
courteous.

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4. Have a Clearly-Defined Customer Service Policy
This may not be too important when you're just starting out, but a clearly defined
customer service policy is going to save you a lot of time and effort in the long run. If a
customer has a problem, what should they do? If the first option doesn't work, then what?
Should they contact different people for billing and technical enquiries? If they're not
satisfied with any aspect of your customer service, who should they tell?
There's nothing more annoying for a client than being passed from person to person, or
not knowing who to turn to. Making sure they know exactly what to do at each stage of
their enquiry should be of utmost importance. So make sure your customer service policy
is present on your site -- and anywhere else it may be useful.
5. Attention to Detail (also known as 'The Little Niceties')
Have you ever received a Happy Birthday email or card from a company you were a
client of? Have you ever had a personalised sign-up confirmation email for a service that
you could tell was typed from scratch? These little niceties can be time consuming and
aren't always cost effective, but remember to do them.
Even if it's as small as sending a Happy Holidays email to all your customers, it's
something. It shows you care; it shows there are real people on the other end of that
screen or telephone; and most importantly, it makes the customer feel welcomed, wanted
and valued.
6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out
Sometimes this is easier said than done! However, achieving this supreme level of
understanding with your clients will do wonders for your working relationship.
Take this as an example: you're working on the front-end for your client's exciting new
ecommerce endeavour. You have all the images, originals and files backed up on your
desktop computer and the site is going really well. During a meeting with your client
he/she happens to mention a hard-copy brochure their internal marketing people are
developing. As if by magic, a couple of weeks later a CD-ROM arrives on their doorstep
complete with high resolution versions of all the images you've used on the site. A note
accompanies it which reads:
""Hi, you mentioned a hard-copy brochure you were working on and I wanted to provide
you with large-scale copies of the graphics I've used on the site. Hopefully you'll be able
to make use of some in your brochure.""
Your client is heartily impressed, and remarks to his colleagues and friends how very
helpful and considerate his Web designers are. Meanwhile, in your office, you lay back in
your chair drinking your 7th cup of coffee that morning, safe in the knowledge this happy
customer will send several referrals your way.
7. Honour Your Promises
It's possible this is the most important point , The simple message: when you promise
something, deliver. The most common example here is project delivery dates.

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Clients don't like to be disappointed. Sometimes, something may not get done, or you
might miss a deadline through no fault of your own. Projects can be late, technology can
fail and sub-contractors don't always deliver on time. In this case a quick apology and
assurance it'll be ready ASAP wouldn't go amiss.
2.6-How to restore satisfaction among
dissatisfied customers:
Though excellent customer service efforts steps have been taken , at some point a
problem would occur , a customer might get dissatisfied and might not have a pleasant
experience.
A customer service failure, simply defined, is customer service performance that fails to
meet an individual’s expectations.
Typically, when a service failure occurs, a customer will expect to be compensated for the
inconvenience.
The success of such customer service recovery efforts is determined by the individual’s
expectations and perceptions of the organization. Two key elements impact any effort to
restore customer satisfaction: the strength of customer relationships and the severity of
service failure.
The strength of the customer relationship with the organization prior to a customer service
failure has a buffering effect in the event of failure. Research suggests that customers who
expect the relationship to continue actually have lower service recovery expectations, and in
turn, are more satisfied with customer service performance after recovery.

Conversely, a customer with strong commitment may demand less immediate compensations
with the expectation that strong future interactions may correct the customer service failure
over time. Such findings suggest that service providers not only have measures in place to
identify the strength of customer relationships but also the ability to react to customer service
failures.

The severity of the customer service failure moderates the relationship between customer
satisfaction and commitment. Even with strong service recovery, research indicates that
customers may still be upset, engage in negative word-of-mouth, and be less likely to develop
trust with and commitment to the organization, if the original customer service failure was really
bad.

Seven ways in which customer satisfaction can be stored:

 Courtesy.

Certainly, anyone in the position of interacting with customers must be friendly, helpful,
polite, courteous, and flexible. These attitudes and behaviors are not just nice, but they are
indeed expected. But when it comes to complaint handling specifically, we know that
employee politeness while addressing the issue helps diffuse the problem in the

customer’s mind.

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when customers feel like they are being treated with respect, dignity, and sensitivity by
employees, they feel a sense of justice and fairness from the company.
As simple as it may sound, politeness is a tangible asset that can positively impact
customer satisfaction with service recovery. If you solve the customer’s issue, but are
rude or indifferent in the process, you can still negatively impact the relationship. Simply
put, when your employees are polite and courteous, customers will experience more
satisfaction and reward you with stronger loyalty.

 Apology.

Making an apology to customers after things go wrong is positively related to satisfaction

with the recovery. When a service employee apologizes to a customer, she conveys
politeness, courtesy, concern, effort, and empathy and this goes a long way.
Researches have shown that a genuine apology can actually strengthen a customer’s
emotional bond to a company, leaving him or her more emotionally connected than
customers who never experienced a problem.
It also proved that when an apology is perceived as genuine, customer satisfaction
increases 10 – 15%.
Offer your customers a heartfelt apology after a service failure and you will not only
restore customer confidence and regain goodwill, but you should also realize the benefits
of reduced litigation expenses and claims costs.

 Justification.

A vital, but often overlooked element of customer recovery is to provide an explanation

for how or why the problem happened. Taking the time to explain to a customer what
might have caused the problem helps organizations re-establish trust.

Providing an explanation can be as simple as saying, “Thanks for taking the time to let us
know about…. We appreciate customers who let us know when things aren’t right. Here’s
what we think may have happened...”

 Resolution.

One of the gifts of a voiced complaint is that if offers the company an opportunity to re-
perform the service. When given this second chance, companies must bend over
backwards to fix the problem and restore customer confidence. When a company fails to
resolve the issue, the customer is left hanging, she begins to lose trust in the organization,
and feels like voicing the complaint was a waste of time.

\studies have discovered that a customer who goes to the effort to complain, but remains
dissatisfied is usually 50% less loyal than someone who did not bother to complain.

Resolving the customer’s problem will have a positive impact on customer satisfaction
and customer loyalty. Failing to fix a problem after a customer has gone through the

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trouble of voicing a complaint is treacherous because customers have been let down twice

and they may not be as willing to forgive you.

 Immediateness.

Not only is resolving the customer’s problem obviously important , but a fast recovery

response will enhance customers’ evaluations of your company .Your goal with problem
resolution needs to be “One and done”. Meaning, your employees need to be equipped
with the trust (from you), empowerment, and training to be able to resolve complaints on
the first phone call or first visit.

Not only does a fast recovery improve the customer’s perception of the company, but it
actually has a greater impact on loyalty than the resolution itself, 95 % of complaining
customers would remain loyal if their complaint was resolved on the first contact. That
number dropped to 70% when the complaint was not immediately resolved.

The longer it takes for the service provider to provide a full recovery, the greater the
customer’s perception is that they have been treated unfairly. Improve your organization’s
ability to handle problems quickly and well and you’ll undoubtedly realize increases in
customer satisfaction and loyalty.

 Compensation.

Reparation (in the form of discounts, free merchandise, refunds, gift cards, coupons, and
product samples) after a service failure has been found to restore equity and improve
customer satisfaction.

A Society of Consumer Affairs Professionals customer loyalty study found that 58% of
complaining consumers who received something in the mail following their contact with
consumer affairs departments were delighted, versus only 40% of those who did not
receive anything.

Don’t hesitate when it comes to compensating customers after a service failure. Your
reward will be increased customer satisfaction, loyalty, and powerfully persuasive
positive word-of-mouth advertising.

 Surprise & Delight.

This bonus element is all about going beyond problem resolution and inspiring a feeling
of astonishment through unexpectedness.
Try a little surprise & delight and you’ll get your customers talking and, if you design it right,
you’ll also enjoy growth as a direct result of the WOW factor.

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III-PART TWO: CUSTOMER
SERVICE APPLICATION AT
MANGO™

3.1-Mango’s Background
Mango is a transnational Catalan Spanish clothing company based in Barcelona, It
designs, manufactures and markets clothing garments and accessories for women and
men with more than 8600 employees, It has more than 1,700 stores in 100 countries
located on five continents. First store was opened in 1984 in the city of barcelona
,international expansion began year 1992 when they opened 2 stores in portugal , Mango
H.E is the first men's line from Mango, it hit stores year 2008,Current public face for
mango is Scarlett Johansson since 2009.
The keys to its success can be summarized in three points: Concept, Team and Logistics
System.
Concept
They are differentiated for having a highly-defined concept. The MANGO concept is
based on an alliance between a quality product, with an original design and a coherent
and unified brand image.
The team
MANGO’s greatest asset is its people. Above all, the secret lies in banking on a
motivated and flexible work team, able to adapt to and promote change. Professionals
who come up with ideas in order to bring MANGO closer to the largest possible number
of customers.
Logistics system
MANGO bases its logistics on an in-house system , a management system which has
proved its huge success in many business categories including fashion business.

3.2-Customer service at Mango:

One of their fundamental commitments is to provide a service to society as a whole, in
the following areas:
Stores

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One of their organisation’s priorities is service to their customers, including advice,
suggestions, complaints,etc.. and also obtaining customers’ opinions on their offers so
that they can adapt to their tastes and requirements.
Customer service is provided in the stores directly through their specially trained
personnel. This training (theoreticalpractical)
is focused on the areas of customer service policy, the offers, merchandising, trends, the
company’s philosophy

The training is always adapted to the employee’s role.

They are very aware of the fact that their store personnel have to face the daily challenge
of offering an excellent service to the clients and to find a solution to their needs.

Central offices
Mango’scentral offices include a specialized customer service department to respond to
any enquiry, problems or suggestions. Requests are dealt within Mango’s fi e official
languages: Spanish, English, French, German and Catalan.

In 2009, a total of 79,818 requests were handled. The main means of communication used
were as follows:

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The source of these enquiries varied: direct from customers, from stores, form head office
staff, etc. The main themes were as follows:

In addition, numerous calls were received from students: 192 in the year 2007, requesting
information about Mango for research projects. Mainly these were design, marketing,
advertising, economic science and business students.
Store design
Mango’s stores are designed with comfort and enjoyment in mind. Mango stores project
the spirit of our people and our
clients: a dynamic environment resulting in a harmonious space, a selected product,
displayed in small collections so that they can be easily appreciated, selected and tried.
Comfortable stores, spacious and luminous, with a spirit of boutique rather than that of a
chain, to make shopping a real experience.

3.3-Motivation at Mango:
 Mango always tries to motivate their employees by many ways , including:
Communicating with them all the time to know their concerns and worries , the
problems they face and the ideas they think of that can help them solve the
problems , whatever is it mango listens to their employees and pay close attention
to their wants , they consider their employees to be the most important asset , as
they are the ones on the front-line , and their attitue directly affect the customers
and the company’s image.
 Spreading a good halo around the work place , keeping a positive attitude in the
shop can enhance the motivation of the employees , friendly managers are a part
of their policy , feeling like a family in the work place , with no pressure of
feeling alienated , the feeling of the employee that he/she belongs just do the trick
of motivating.
 Giving incentives , offering a percentage on sales for employees , and promotion
to employees with outstanding performace , a yearly contest for the best employee
at every branch to win a trip to a touristic place , and flexible work hours are
always available.
 They show appreciation for every simple job they do , managers should always
keep the “thank you” word on their mouth , two little words , big effect on
employees , when they feel appreciated they get more motivated , employees who
faced a big problem and solved it are rewarded for their effort from the
headmanager himself.
 They use a special softtware system designed for the Mango chain that largely
decreases problems and increases the chance of solving them , showing detailed
information on every case making it much easier for employees to deal with mind

22 exploding problems “worries are away”.

3.4-Empowerment at Mango:
At Mango they give empowerment a great deal of importance , they believe that it’s the
key element for delivering superior customer service , and in the bigger picture having a
competetive edge against other competetors.
They authorize their employees to make many decesions that would speed up the process
of dealing with a customer problem or case , however for major problems their employees
refer to the manager for solving them , information is shared among our software system
with no restriction for them making it easier to resolve a conflict with a customer and
knowing the needed information , they give them the ability to make non-routine
decesions , if they they sometimes do mistakes , Mango’s managers and administration
embrace the mistakes and points the employees for the mistakes they did with tips on how
to solve the problem the next time it occurs , sometimes they allow them to set goals for
the store , like increasing sales in a certain time , taking the small flow in the budget for
re-decoration and similar issues.
Applying empowerment at Mango increases the productivity of the employees , they have
noticed that letting them share their ideas with the management , and participating in
setting goals motivated them to be more productive and creative in problem solving , not
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just that but taking intiative to solve hard problems , with the hope to get promoted with
their promotion system that encourages creativity and outstanding performance in
customer service , they have so little employee turn over , most with reasons connected to
family and travel issues.
However to make sure that only positive outcomes derive from empowerment they have
set some boundaries for empowerment, new comers always feel afraid of make decesions
they help them but continous training and development alongside with the current
employees , they have some problems sometimes like when the manager goes in to
correct an outstanding wrong decesion made by an employee related to a customer , tey
do not encourage such situation , and they would allow the employee to do that mistake
and learnn from it.

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3.5-Customer satisfaction at Mango:
Mango cares a lot about customer satisfaction and the customers are the reason why the
company is here , their satisfaction is linked directly to its existence.
At mango employees are trained to be friendly and always smiling ,they believe that the
smile is one of the most important factor in customer service , a smile peneterates through
the heart of the customers , everyone loves to see a smiling person , no matter what
happens the customer is right to a certain extent(it goes far far away).
Their policy-a clear and well detailed and defined policy- states a month free return of
goods and exchange , they answer their customers inquiries rapidly in any communication
method available , and they keep a constant follow-up using the software system.
Employees are trained to anticipate the needs of the customers and even try to exceed
them , for example if a 30 years old woman enters the store, an employee would offer to
help her , and lead her to the clothes he/she expects the woman would love to see, show
what her what she would need , and even show her some new pieces , or un-usual
products.
At mango they never make a promise without fulfilment even if it costs money loss to the
store , the customer always comes first.

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3.6-How Mango restores satisfaction among
dissatisfied customers:
Dissatisifed customers are a major concern to Mango , they believe that word of mouth
can greatly damage their business , so they always try to restore their satisfaction , no
matter what it costs or what it takes.
Incase of good customer service delivery failure , they always approach the customer in a
friendly way , they aim to lower their anger to a level of a good conversation , knowing
what they need can help solve the problem, apologies are a must in case of making a
mistake , it has a great effect for restoring satisfaction of the customer , explanation of the
situation comes next , they do not encourage giving excuses , but just giving explanation
about the situation and its causes , and with the empowerment policy at Mango ,
employees are allowed to make decesions to resolve the conflict with any customer , any
delay in the resolve will have a bad effect and greatly might affect the process of restoring
the satisfaction of angry disappointed customers. Empolyees are given the freedom of act
to solve customers problems , they are allowed of many decesions like reparation , giving
freen murchandise and refunds of goods and return of goods even if its past the month ,
they believe that they might lose in the process , but on the long run its an investment that
with time will pay off.

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VI-Conclusion:
To conclude, we understood that Mango considers customers to be the most valuable
asset , and considers their dissatisfaction as a huge loss and try the best to restore their
dissatisfaction , to achive these goals they take good care of their employees , train and
develop them and use the newest software systems , always motivate them and empower
them with sufficient authority to make the right decesions on the right time , in their
business customer service is the most important process.
We can clearly see that the practical approach for customer service at Mango goes in
almost full harmony with the theortical approach , motivating employees and empowering
them with the authority they need , achieving customer satisfaction and restoring
dissatisfied customers , Mango applies correctly the theory which explains the huge
success it has and its expansion around the world , in this business customer service is
vital for its survival , and for its growth.

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:VII-Recommendations

First of all, we would like to salute Mango for the brilliant job they’re doing in the
.customer service field, and secondly we would like to recommend few thing

A-Get more involved in the community, make festivals, and organize events about
fashion , and about other fields like animal welfare and taking care of envirment or even
.about motherhood , that can attract all kinds of people

B-Increase the collection of their clothes , some customer complain about the relatively
.small collection , though its wide , but some customers have different thoughts

C-Keep up the good work, the excellent customer service they offer and keep on
!developing it to reach higher levels

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References:

-www.mango.com

www.mango.com/oi/servicios/company/in/empresa/rsc/memoria2009.pdf

-Wikipedia:

-www.en.wikipedia.org/wiki/Mango

-www.managementhelp.org

-www.thesykesgrp.com

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Table of contents:
I-Introduction…………………………………………………...…4
II-PART ONE : Customer Service in theory.………………..……………..5
2.1-Customer service definition ………….……………………………....5
2.2-What Customer service consist of…………….………….……….….6
2.3-Motivation in Customer service…………….…………….………….6
2.4-Empowerment in customer service…….…….….…...…….…..……11
2.5-Customer satisfaction…….…….………….………………….……..14
2.6-How to restore satisfaction among dissatisfied customers…….….…17
III-PART TWO:customer service application at………….….….….…...20
3.1-Mango’s Background…………………….………….…….……..… 20
3.2-Customer service at Mango…………………………………………. 20
3.3-Motivation at Mango……………………….…….…………….....… 22
3.4-Empowerment at Mango……………….…………………………….23
3.5-Customer satisfaction at Mango…………………..………………… 25
3.6-How Mango restores satisfaction among dissatisfied customers..…..26
VI-Conclusion…………….…….……….……………….……………... 27
VII-Recommendations……….….…….…….….……….……………… 28

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