UC Irvine Corporate Headquarters New Compensation Structures Memo This assignment is due by the end of today(4/15). Please finish it before Thursday. Tell

UC Irvine Corporate Headquarters New Compensation Structures Memo This assignment is due by the end of today(4/15). Please finish it before Thursday.

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This scenario gives you the opportunity to share negative news.

Scenario:

You work at the Corporate Headquarters at Aggreshop. Sales have been dismal because sales representatives have been pressuring customers so that they can meet their quota. Due to this downturn, the company has decided to:

1. Write and implement new customer service standards

2. Reduction in commission from 10% down to 5%

Steps in the assignment:

There are three components to this assignment:

Write detailed customer service standards
Email to all sales associates detailing the new customer service standards as well as reduction in commission
Blog post to customer who complained

Please see attached document and watch video.

Aggreshop Handout.pdf

aggresshop for students.pdf

The video can be shown in the below PP slide. Be sure to watch in SlideShow view to view the video. If you are unable to watch the video it is an example of a salesperson who is pushy because she is on commission.

Chapter 7.pptx Aggreshop Letter From CEO
Customer Service Standards
Aggresshop’s customer service standards provide guidance to our talented, dedicated sales associates
across the country. You’ll find these standards useful as you interact with customers in the store:
• Greeting customers and offering assistance
• Making item recommendations
• Completing the sales transaction.
Overall, the customer service standards support Aggresshop’s mission and customer commitment:
Our Mission
We pride ourselves on providing each customer with the most current fashions
of the highest quality so she’s the talk of her town.
Our Customer Commitment
We have the utmost respect for our customers and their impeccable
taste. We strive to meet their every wardrobe need and exceed their
expectations for personalized service.
Greeting Customers and Offering Assistance
One sales associate should be close to the store entrance at all times. Greeting customers when they
first enter the store (within five seconds) is important to create a welcoming environment, and this may
reduce theft. Greet customers by saying, “Hello,” “Good morning,” or “Good afternoon.” Be sure to
make eye contact and smile.
If one of the sales associates has worked with the customer in the past, she or he should greet the
customer, address her by name, and welcome her back to the store.
However, offering to assist customers with items too quickly may be a turn off to our customers. Unless
a customer asks you a question, wait a minute or two before approaching them and asking, “What can I
help you with today?” or “Is this your first visit to Aggresshop?” With these questions (rather than “Can
I help you, or are you just looking?”), you are more likely to engage the customer and be helpful. If a
customer says she’s just looking, take the hint and leave her alone.
You may offer assistance later on. If she’s still browsing 10-15 minutes later, you may wander near her
and check in with something unobtrusive, for example, “Are you still doing okay, or can I help with
anything?” If she is carrying items, offer to put them in a dressing room for her.
Making Item Recommendations
When customers ask for help, listen carefully to what they are looking for and adjust your
recommendations accordingly. The more you find out about the customer’s preferences and purpose
for the visit, the better your recommendations will be. You also should take a look at her appearance
1
and suggest items that may be appropriate for her. This takes some experience—even sales associates
with more than 10 years of experience with Aggresshop will sometimes recommend items that don’t
interest the customer. The key is to listen to why she doesn’t like the item and try something else.
Don’t push any item the customer rejects.
You may be tempted to suggest higher priced items, but try to offer a range for customers and, again,
pay attention to cues. If a customer asks for the price or says she doesn’t want to spend a lot of money,
then veer towards more modestly priced items. You also may alert customers to sale items.
When a customer is in the fitting room, you may, after a few minutes, wander by and ask how she’s
doing. If you get a short answer that sounds like she doesn’t want to be bothered, then leave her alone
until she’s finished. If she asks for your opinion on how something looks, encourage her to come out of
the dressing room and look at a mirror with you. Be honest but tactful. No one wants to hear that a
skirt makes her look heavy. Rather, say something like, “The cut could be more flattering to you,” or
“You might do better with another size. Let me see what I can find for you.” If the item looks good, by
all means, tell her! Be specific about how flattering it is for her: the color, the style, the cut, etc.
At this point, you may bring in 2-3 additional items for the customer to try. But try to keep within the
type of clothing she’s already chosen, so she doesn’t feel like you’re up-selling too aggressively. If you’re
unsure, you can ask, “Is it okay if I show you something else that would work well with that blazer?” or
“We have a great scarf that would pull that skirt and blouse together. Can I bring it in to you?” Asking
permission will help you avoid overstepping bounds.
Completing the Sales Transaction
At the register, ideally one sales associate is executing the sale, while another is packaging up the items
with our signature tissue paper, Aggresshop sticker, and shopping bag. If the store is crowded, one
person can complete the entire transaction, while other associates are available to help customers.
Trying to sell additional products once the customer is at the register is inappropriate. We have plenty
of point-of-sale items to entice customers and, if they choose something at this point, you may offer
your opinion or encouragement. But recommending an item at this stage will likely annoy the customer.
When you finish the transaction, hand the customer the bag with the logo facing towards her and say
something sincere, like “Thank you so much for coming in today. I hope you enjoy the dinner party. Bye
bye.” Leave the customer with the same positive impression you made when she first entered the
store.
2
Aggresshop Assignment 1 Instructions
Write customer service standards for sales associates.
For this assignment, you will write customer service standards for sales associates. These standards will
provide guidance to sales associates about what specific behaviors are expected—beyond just the sales
numbers. Customer comments on the blog tell us that sales associates need these guidelines to ensure
consistency with Aggresshop’s mission and customer commitment.
This assignment challenges you to do the following:
•
•
Write specific, behavioral examples of performance.
Balance customer requirements with employee needs.
Imagine that you’re Aggresshop’s HR director, Rob Cuervo. Assume that you, as Rob, have worked with
local store managers and associates to develop these service standards—their input is critical for the
standards to be followed and reinforced consistently in each of Aggresshop’s 16 stores across the U.S.
You might approach this assignment as follows:
•
First, think about service from the customer’s perspective.
? If you visited Aggresshop, how would you like to be treated?
? Based on the customer comments and YouTube video on the blog, what are sales
associates doing that they should stop doing? What should they do more of?
•
Second, consider Aggresshop’s mission and customer commitment (on the customer blog).
What does this tell you about the type of relationships Aggresshop would like to have with
its customers?
•
Third, read the e-mail to managers from Andrea Jewel, CEO. How can you incorporate
principles from her e-mail into standards for sales associates?
Customer service standards focus on specific behaviors. Rather than vague descriptions, for example,
“The customer comes first,” try to provide specific advice about what associates should do, for example,
“Ask the customer, ‘What are you looking for today?’” You might include the following in your service
standards:
•
When a customer enters the store, how should sales associates greet him or her?
•
In what ways should sales associates offer help? What are some specific things they should
say and do?
•
How do you define “meet their every wardrobe need” and “exceed their expectations for
personalized service” from the customer commitment?
•
What are some ways sales associates should not interact with customers? What examples
would be crossing the line of personalized service?
•
What should happen during the check-out process? How should sales associates interact
with customers during this transaction?
3
•
How can sales associates provide luxury-quality service, without losing focus on the sale?
How can they achieve both?
The more specific your standards are, the easier it will be for sales associates to implement them and for
store managers to reinforce appropriate customer interactions.
Plan for 1-2 pages explaining your standards in a standalone document. Bulleted lists are fine for some
behavioral examples, but be sure to provide enough context (the rationale) for these standards to
inspire associates to put them into action.
4
Aggresshop Assignment 2 Instructions
Communicate the new compensation structure and customer
service standards to sales associates.
Aggresshop management has been concerned about the high compensation for sales associates and
negative customer comments. As a result, management has revised the commission plan, eliminated
the bonus plan, and created new customer service standards. At this point, you will communicate these
changes to sales associates who, understandably, will be unhappy about the changes. The
communication plan described in Andrea Jewel’s e-mail requires two communications:
•
An internal memo to all sales associates from the corporate communication director
•
A face-to-face meeting led by individual store managers.
This assignment challenges you to do the following:
•
Communicate a negative change.
•
Use different communication channels to convey a message.
•
Manage sales associates’ reactions to bad news.
Part 1: Internal Memo
For the first phase of the communication plan, you’ll act as Aggresshop’s corporate communication
director and write a memo to sales associates in all 16 stores. This will ensure consistency in how the
changes are communicated throughout the company. You can draw on Andrea Jewel’s e-mail and
company documentation on the customer blog to formulate your memo.
Your objective is to communicate the new compensation structure and customer service standards by
providing a clear rationale for the change, explaining the new compensation structure (revised
commission plan and elimination of the bonus plan), and describing the importance of following new
service standards. You may incorporate the customer service standards into your memo or refer to
them as an attachment—whichever works best for the flow of your message.
As you draft the memo, you may want to consider the sales associates’ potential reactions to your
communication: They won’t be happy. You’re reducing their pay and being more prescriptive about
how they interact with customers. But the company cannot continue to pay out the kind of
compensation you have been, and you cannot continue to get such negative reactions from customers.
Although other issues may contribute to these problems, Aggresshop’s management team has decided
that a new compensation structure and customer service standards will be more in line with the
company’s mission, customer commitment, and the job description for sales associates. How will you
balance the company’s goals with what’s important to sales associates?
Part 2: Face-to-Face Meetings
For the second phase of the communication plan, you’ll act as an individual store manager. You’ll need
to discuss the changes with sales associates at your store in person, so you can further explain the
5
rationale and new expectations, tailor the corporate message to your own store, and of course, address
questions and concerns from the sales associates. You might think ahead of time about the following:
•
How will you open the meeting?
•
How will you describe the rationale for the changes?
•
How will you explain the changes and what is expected of the sales associates?
•
How will you ensure that sales associates feel valued, despite these changes that affect
them negatively?
•
How will you use the memo from the communication director as part of your own message?
•
How will you describe both the support you will provide and the consequences of not
following the new standards?
•
How will you address questions and concerns from the sales associates?
•
How will you end the meeting?
Both of these communications will be difficult. But you’ll find a way to help sales associates understand
that the new compensation structure and services standards are fair and more appropriately balance
customer expectations with employee reward.
6
Aggresshop Assignment 3 Instructions
Respond to customer comments on the blog.
Many companies respond to customer comments on blogs. By doing so, companies provide their own
voice, so readers see a more balanced perspective of issues. Also, readers see that customer feedback is
important and addressed by management.
Imagine you are Aggresshop’s corporate communication director. How will you respond to the
customer comments? Short responses (fewer than 200 words) probably are most appropriate,
considering the length of the comments.
You may approach this assignment as follows:
Customer Comment on the Blog:
“Leave Me Alone! I’m tired of being followed around the store by your sales associates. At
one point, I almost bumped into one of them, who was right behind me. It was a little creepy,
actually. Your “Customer Commitment” cracks me up — “exceed their expectations for
personalized service.” What if I just want to be left the *&%+ alone??”
•
Acknowledge the comment first (for both compliments and complaints).
•
Demonstrate your appreciation of the customer and the comment.
•
Describe what, if any, action you’ll take as a result.
This is your chance to respond to customers directly and build better relationships.
7
8
8e
BUSINESS COMMUNICATION
In Person, In Print, Online
Company Scenario
Aggresshop
Customer Communication:
Addressing Online Customer Feedback
Copyright © 2012 Cengage Learning
[Click Learning
to edit Master
Objectives
title style]
Copyright © 2012 Cengage Learning
• Respond to customer complaints on a
company blog
• Communicate a negative change internally
• Tailor message content and tone for different
audiences and communication channels
Copyright © 2012 Cengage Learning
Customer Blog
Copyright © 2012 Cengage Learning
Materials on the Customer Blog
Public View
• Company overview
• Customer comments, including a YouTube
video
Employees’
Entrance
• Job description for a sales associate
• Current sales commission and bonus plans
for sales associates
Management’s
Entrance
• Email from Andrea Jewel, CEO
Exercise One
Write Customer Service Standards
for Sales Associates
Copyright © 2012 Cengage Learning
[Click to edit
Challenges
Master title style]
Copyright © 2012 Cengage Learning
• Write specific, behavioral examples of
performance
• Balance customer requirements with employee
needs
Video Example
Copyright © 2012 Cengage Learning
Customer Interaction
at Aggresshop
Copyright © 2012 Cengage Learning
Consider These Questions
• If you were a customer, how would you like to
be treated?
• What should the sales associates stop doing?
• How should the mission and customer
commitment be reflected in relationships with
customers?
• How can you incorporate standards for sales
associates identified in Andrea Jewel’s email?
Copyright © 2012 Cengage Learning
Consider Including the Following
• How should customers be greeted when they enter the
store?
• How should sales associates offer help?
• How can you define elements from the customer
commitment more specifically?
• How should sales associates NOT interact with
customers?
• How should sales associates interact with customers
during the check-out process?
• How do you provide luxury-quality service without
sacrificing sales?
Exercise Two
Communicate the Changes to Sales Associates
Copyright © 2012 Cengage Learning
[Click to edit
Challenges
Master title style]
Copyright © 2012 Cengage Learning
• Communicate a negative change
• Use different communication channels to
convey a message
• Manage sales associates’ reactions to bad news
Part 1: Write an Internal Memo from the Corporate
Communication Director
Copyright © 2012 Cengage Learning
• Communicate the new compensation
structure and customer service standards
• Provide clear rationale for the change
• Explain the new compensation structure
• Describe the importance of following the new
service standards
Consider the Following
Copyright © 2012 Cengage Learning
• Sales associates’ potential reactions
• The necessity of the change
Copyright © 2012 Cengage Learning
Part 2: Lead a Meeting with Sales Associates as an
Individual Store Manager
• How will you open the meeting?
• How will you describe the rationale for the
changes?
• How will you explain the changes and what is
expected of the sales associates?
• How will you ensure that sales associates feel
valued, despite these changes that affect
them negatively?
Copyright © 2012 Cengage Learning
Part 2: Lead a Meeting with Sales Associates as an
Individual Store Manager (cont’d)
• How will you use the memo from the
communication director as part of your own
message?
• How will you describe both the support you
will provide and the consequences of not
following the new standards?
• How will you address questions and concerns
from the sales associates?
• How will you end the meeting?
Exercise Three
Respond to Customer Comments on the Blog
Copyright © 2012 Cengage Learning
[Click to edit
Challenges
Master title style]
Copyright © 2012 Cengage Learning
• Write short responses on a blog
• Decide how to respond to positive and negative
customer comments
• Address customer complaints publicly
Copyright © 2012 Cengage Learning
Possible Approach to This Assignment
• Choose a customer comment for your
response
• Acknowledge the comment first
• Demonstrate your appreciation of the
customer and the comment
• Describe what, if any, action you’ll take as a
result
Exercise Four
Write an Article to Customers on the Blog
Copyright © 2012 Cengage Learning
[Click to edit
Challenges
Master title style]
Copyright © 2012 Cengage Learning
• Respond to positive and negative feedback
• Tailor corporate information to an external
audience
Copyright © 2012 Cengage Learning
Consider the Following
• Acknowledge the customer feedback
(compliments and complaints)
• Explain your plan for improvement; consider
what is appropriate to share with customers
• Incorporate Aggresshop’s corporate
information (e.g., mission and customer
commitment)
• Promote the store
• Encourage customers to return to the store
1
Films On Demand:
Digital Communication
Skills: Do’s and Don’ts
2
Learning Outcome 1
Understand the strategies of business
communicators in conveying
negative news.
© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in
a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 7 / Slide 3
Goals in Communicating
Negative News
Explaining clearly and completely
Projecting a
professional
image
Conveying
empathy and
sensitivity
Being fair and
impartial
Maintaining
friendly
relations
© 2019 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in
a license distributed with a certain product or service or otherwise on a password-protected website or school approved learning management system for classroom use.
Ch. 7 / Slide 4
Yahoo Data Breach 2016
• https://www.youtube.c
om/watch?v=zRQTTQpC
bUo
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or
Ch. 7 / Slide 5
Yahoo Data Breach 2016
• An Important Message About Yahoo User Security
• By Bob Lord, CISO
• A recent investigation by Yahoo …
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