Marketing Series: Fashion Marketing

NRFF Industry Test Prep

NRF Foundation

Assessment and Certification

Customer Service Assessment—Practice Test

The Sales and Service Skills Standards

The NRF Foundation

The NRF Foundation is dedicated to excellence in retailing. It provides programs to educate, motivate, and inspire professional and personally satisfying careers in retailing, from entry to executive level. Through consistent training, career guidance, and research, NRFF is working to create and retain a more competent workforce, skilled in best practices, with a long-term commitment to the industry. The NRF Foundation, a non-profit 501(c)3 foundation created in 1981, is the research and education arm of the National Retail Federation.

The NRF Foundation has developed standards and an assessment program to award National Professional Certification in Customer Service.

Assessment and Certification

Customer Service Assessment
The computer-based Customer Service Assessment is the vehicle to certification; it is the key to documenting an individual's achievement of knowledge and skills in the industry-identified Customer Service Skill Standards. The 70-question Assessment is made up of real-life customer-service situations, some presented through video and audio, and questions presenting possible courses of action. The Assessment is delivered via the Internet; however, it must be proctored and other minimum specifications must be met. Individuals earn National Professional Certification by passing the Customer Service Assessment and applying for certification.

National Professional Certification in Customer Service
Qualified candidates who are at least 16 years old can take the Customer Service Assessment to receive National Professional Certification. A successful candidate receives a certificate and a lapel pin, and his or her name is entered into the national certification database (currently in development). This is an industry credential that facilitates career mobility for employees, jobseekers, and students, and is a means to help identify qualified professionals for employers.

The Sales and Service Skills Standards

The NRF Foundation has compiled the following work-function skills standards, which are the result of more than two years research about entry-level through first-line supervisory work in the retail, wholesale, personal services, and real estate industries. Understanding and mastering these skills will facilitate preparation for certification.

Additionally, the NRF Foundation has also compiled Academic and Employability Skills as well as Occupational and Technical Skills. For more detailed information and skills descriptions, contact the NRF Foundation.

Critical Work Functions

1.	Learns about products or services
2.	Assesses customer needs
3.	Educates customer
4.	Meets customers' needs and provides ongoing support
5.	Prepares for selling
6.	Gains customer commitment and closes the sale
7.	Develops and implements a sales follow-up plan

Learns About Products or Services

1.1	Undergoes company-provided training to support product or services as well as follow-up training.
1.2	Reviews and comprehends written and multimedia material pertaining to products or services produced by employee's company or trade organization.
1.3	Tests and samples products or services
1.4	Studies competitors' products or services, including competitors' marketing materials (ads, fliers, TV commercials, Web pages, etc.).

Assesses Customer Needs

2.1	Addresses the customer, either in person, by telephone, e-mail or other means.
2.2	Gathers information about customer's needs, and customer's knowledge of products or services.
2.3	Responds to customer's comments and questions.
2.4	Determines customer's price considerations.

Educates Customer

3.1	Explains and demonstrates products or services and prices to customer.
3.2	Identifies alternative or additional products, services, and/or options available.
3.3	Informs customer about service policies (returns, warranties, guarantees, service plans).
3.4	Solicits supervisor or co-worker support and advice when necessary to meet customer needs.

Meets Customer's Needs and Provides Ongoing Support

4.1	Coordinates as needed with other services to expedite delivery of service or product.
4.2	Contacts customer to determine if products or services meet customer's expectations.
4.3	If customer's expectations are not met, informs the customer of how the company will satisfy the customer's needs and facilitates resolution process.

Prepares for Selling

5.1	Reviews and understands future sales goals and how they are based on current and past performance
5.2	Develops and implements strategy for selling products or services
5.3	Familiarizes self with pricing strategies and policies
5.4	Identifies and prioritizes potential customers within market target area

Gains Customer Commitment and Closes Sale

6.1	Observes customer for verbal or body language signs indicating that he or she is ready to complete the sale
6.2	Engages in negotiation process
6.3	Closes and confirms sales with customer
6.4	Discusses specifics of the sale (delivery and/or installation date, warranties, product protection plan)
6.5	Handles sales transaction

Develops and Implements a Sales Follow-Up Plan

7.1	Follows up with customer regarding suggestions for future purchase
7.2	Maintains contact with customers through correspondence, phone calls, and casual contacts in community
7.3	Converts returns to exchanges
7.4	Analyzes and evaluate the effectiveness of prospecting methods, sales strategies,and marketing/merchandising plans, and makes any necessary adjustments.

Customer Service Assessment—Practice Test

An associate has just spent 30 minutes showing a customer the features of a handheld computer. The customer says, "I can get this for a lot less over the Internet. Your prices are outrageous!" Which of these is the associate's most professional response to the customer's remark?

Return the computer to the case and begin to help another customer.
Explain the benefits of buying from the store rather than the Internet.
Ask the manager to try to convince the customer to buy in the store.
Thank the customer politely for coming into the store.

Use the following checklist to answer this question:

Checklist to Prepare for State Inspection

The sink for washing hands must be clean and close by.
Employees must not have any open cuts or sores on hands.
Equipment must be disinfected.
Garbage must be kept in covered containers.
All cleaning products must be properly labeled.
The refrigerator and freezer must be at the right temperature.

2.	The owner of a deli tells an employee that a state health inspector will be visiting that day. The owner asks the employee to help prepare for the inspection. The owner writes out a list of the regulations that the health inspector will check. To help the deli pass inspection, the employee must make sure that
	every workspace is warm or cool enough. employees keep their hair covered. food waste is in a can with a lid. the items in the display window are fresh.

3.	A customer enters a popular electronics store and begins asking the sales associate detailed questions about a particular computer. The associate is unsure of the answers to the customer's questions. Another associate overhears the customer and offers to help. Which of these should the first associate do?
	Politely refuse the help and try to answer the customer's questions anyway. Ignore the other associate, who probably only wants the commission on the sale. Let the other associate help the customer and look for another customer to help. Accept the offer of help and listen to the answers to the customer's questions.

4.	A hardware store has this sign displayed at its entrance.

	One day, an associate sees a child bump into a shelf of industrial strength cleaners. A bottle falls off the shelf and breaks. Its contents spill on the floor. The child runs to a parent in the next aisle, who doesn't seem to notice what happened. Which of these should be the associate's FIRST response?
	Approach the child and ask open-ended questions. Direct customers and employees away from the area. Calmly clean the spill according to the directions on one of the bottles still on the shelf. Let the parent know about the damage and tactfully ask for payment according to the policy.

5.	A customer approaches the service desk with a toy fire truck. She says she bought for her son a month ago and that the lights on the truck do not work. Which of these should the associate say FIRST?
	"Are you sure that you bought the truck at this store? Do you have your receipt, please?" "With this kind of toy, it's always best to check the batteries first. Let me check them for you." "We've never had any complaints about this truck before. What do you think your son did to it?" "We've had a lot of complaints about that truck. You might want to contact the manufacturer."

Use the letter below to answer the question that follows:

999 Broad Street
Hometown, USA 99999

July 4, 2002

XYZ Travel Club
55 Main Street
Business City, USA 55555

Dear Staff:

I am disappointed with your club’s service. Your ads promised hotel discounts and “the usual high-quality auto travel benefits.” When I paid my dues, I assumed that roadside assistance would be one of those “usual” benefits. I have checked with three other travel clubs, and they all provide hotel discounts AND roadside assistance. Here is my club card. Please cancel my membership in your club. I have joined one of the other three clubs.

Sincerely,
Jamie Doe

A customer service representative at the travel club received this letter. The travel club is a nationwide, membership organization that offers hotel discounts to travelers who join the club. The customer canceled the membership because the customer

thought the dues paid were too high.

wanted a club that provided more than discounts.

wished to use a different club card for auto repairs.

expected the club to provide a greater variety of discounts.

At a large dry cleaning business, associates handle credit card payments by swiping cards through a card reader. A shift supervisor asks an associate to make imprints of cards also, so that the supervisor can collect marketing information. No other supervisor requests this, and the associate begins to wonder if this could be part of a dishonest scheme. Which of these is the associate's best response?

Discuss the suspicions with that supervisor.
Ignore the suspicions and follow the instructions.
Check with the store manager about the practice.
Follow the instructions only when that supervisor is on duty.

8.	A clothing shop has this sign clearly posted on the door:
	*PLEASE* No food or drink to be brought into the store THANK YOU VERY MUCH
	An associate is ringing up a customer and sees that another customer has a small child who is eating a dripping ice cream cone. The child is standing near a display of silk shirts. Which of these is the associate's best response?
	Briefly interrupt the first customer's transaction, ask the second customer kindly to dispose of the ice cream, and offer to hold his selections. Finish ringing up the first customer, then politely explain to the second customer that he cannot be served until the ice cream is out of the store. Excuse herself from the first customer briefly and let the second customer know that he will have to pay for anything his child might damage. Call security or the store manager to deal with the situation, but warn the customer and give him some time to leave before they arrive.

9.	An associate has just begun a job at an office supply store. The associate has not seen any other employee use the copy machines for personal material, but knows that there are some benefits that haven't been explained yet. The associate decides to bring in tax returns to photocopy. Which of these is the associate's best course of action?
	Wait until no one is around and copy the returns quickly. Ask a coworker what everyone else does, and then do the same. Consult store policy or the manager about using the copier. Copy the returns any time during the shift when there are no customers.

10.	Use the glossary below to answer the question that follows:

	The manager of the shipping and receiving department of a furniture store asks an employee to find out if a vendor in the region carries certain discontinued items. The manager wants to know if a
	person living in the same part of the state has items that are no longer available. nearby company has items that are no longer being made. nearby company has a list of products made on the same date. person has called and asked for items that the store doesn't have in stock.

11.

A store manager asks a new associate to straighten stock on the display shelves .During a lunch-hour rush, only one register is open, and the line of customers is growing. Some customers put down their selections and leave the store without buying. The associate has been trained on the register, but hasn't handled it alone.The manager is at lunch and cannot be consulted. Which of these is the associate's best course of action?

Continue straightening the stock because that is the assignment the manager gave before leaving for lunch.

Apologize to customers in line and tell them that the wait is unusual and the manager will be back soon.

Open another register, since the associate knows how to operate it even without having done it alone.

Stop straightening stock and help the cashier by bagging, finding items,and getting the selections ready to be rung up.

12.	Use the page from the personnel policy below to answer the question that follows:

	A cashier at the Pharmaid decides to buy a candy bar to eat during break. According to the personnel policy shown, how should the cashier pay for the candy?
	Ring up the candy himself before the break begins. Use another employee's discount card to buy the candy. Ask someone else to ring up the candy after the break begins. Pay for the candy after the break is over.

ANSWER KEY
FOR SAMPLE QUESTIONS
1 — B
2 — C
3 — D
4 — B
5 — B
6 — B
7 — A
8 — A
9 — C
10 — B
11 — D
12 — C

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