 आंगा आर चींगा। और सक्रीनको. ईற रीुख अगै। अब घन आप कर श़त्रमार श़विसी आप यह और थे कोछाई ता बग़काई बाद कर लिए चार आप पी कोछँँगगगगगग. अगर अम देफीनिशन के परस्पक्टिव में दिब बाट करें. तो देखें बडी सिंपल उसने बात की है, कुस्टमर वोंट तो रेसीव फ्रुम एनी रीटेलर, वो क्या सरविसीज हैं, जो के कुस्टमर एकस्टमर कर रहा है, from the retailer. वो तमाम सरविसीज के लाती हैं, हमारे पास एकस्टमर सर्विसीज. आप कisti कुस्टमर सरविसीज हैं, अप की रीटेल सतोर के अंदर गय गयें आप अप एकस्ट्ट कर रहे हैं के कुँस्टमर सरविसीज ख़ाईगा आप आपको प्रोड्ट की आप सरविसीज के बारे में, या या आपके कुईरी स्को रिपलाई करेगा सो अच्छुली ये आप एकस्पेक्त कर रहे हैं कुस्टमर सरवेसेस from a particular retailer तो इस तरागे सरवेस को हम कहेंगे expected customer services नोरमली ये expected customer services या augmented customer services यह दिबन करता है country to country, region to region के वहाँ पर कुन्सी सरवेसेस कुन्स कुन्सी सरवेसेस यह जो augmented or potential customer services है कुके कुन्तरी के life cycle में या product के life cycle में या business के life cycle के अंदर जिस तरीके से customer भीहेफ करता है विल कुल उसी तरीके से services को expect कर होता because if a customer अगर कुई कुई कुस्टमर let's say in the US में या austalia में या yaw Europe के अंदर as of customer services इसी की बात करते है अगर as an example तो european market के अंदर retail stores के अंदर customer prefer करते है के कोई आके उनको intercept ना करे जब वो shopping कर रहे हों कोई नहीं आप उचे सर may i help you इस तरा की बात they don't prefer लेकिन अगर अगर पागिस्तान में local scenario की अगर आम बात करे तो local scenario के अंदर customer जब ही किसी store में retail store में जाता है तो वो expect करता है के कोई श्यक्स आएगा और आके मुच से पूचे का के सर मैं आपको के help कर सकता हों या या आपको क्या product दिखा हों या क्या services आप लेना चारे है या कुई question कुई equaries आप की है और नोमली अगर कुई हम से कुई भाद नहीं पूचता तो शाएद ये जरनल हम उज बात का बुरा मनाते है कुई के हम expect कर रहें के ये service in any case हम उज रेटे शोर से में लेगी तो इसली है मैं आपका के जब हम किसी भी services की बात करे है तो region या country अभई की वी os service को loo पारक करने में के वो particular service कया effective customer service या200% जो इस की कोई अगर इसकोई अगर अगर इसकस करना चाहें तो हमारे पास एक अगर एक अगर इसकुई कोई number let's say पाखिस्तान के context के अनदर भो this European context कोई अनदर let's say we are talking about a renowned international retail chain when it operates in some European market in that European market when customers buy products from checkout they are not expecting a shopping bag or they are not expecting to pay a shopping bag they are expecting that they will get a shopping bag for free one will get it and the other will get it for free if we talk about this in European context where you won't see any such expectation whereas in Pakistani context the customer expects that the shopping bags will be available and will be available and the other will be available for free of cost he won't have to pay the cost of it so in general this means that in the market of Pakistan the customer of Pakistan is expecting this kind of customer services so these are all the services these are not two examples these are customer expected services or we talk about the expectations which are of the customer from a particular retailer now let's move to another type of another element of customer service which is augmented customer services augmented customer services so as of definition these are all the activities which enhance the customer shopping experience so all those activities which actually enhance the shopping experience of a particular customer and actually the objective of augmented services is that a competitive advantage can be created over the competition you have some advantage so augmented customer services again very important which is important to understand that there is no such service which all across the world will get augmented customer services it can be in some part of the world in some part of the country and maybe region within the country also that some services are like this which will be augmented in some region whereas in some other region or in some other country or in some other continent those services can be customer expected customer services i.e. those services are expected rather they are augmented and as a competitive advantage are being used we have many such examples first of all if i have a quick general discussion so internationally if a retailer is working on cash and carry model then normally the customer knows, customer educated that his business model is that he sells these products on cash and you have to carry the products at your own because the model says it like this that it is a cash whereas if in the same way in some developing country it is a cash and carry then the customer is not aware of the concept of cash and carry what is his expectation his expectation is very simple his expectation is that i have gone to some store countries like Pakistan for example he expects that i will go to any store people will attend me properly as we have told he expects that i will get a credit facility on cash and carry store i will get a delivery facility on that particular store so these augmented services will be understood in that particular market that the customer is not expecting but could be an advantage overall in a particular country so normally in the case of expectations that service is normal and in the case of augmented services normally it is not normal and that is considered to be a unique thing for a particular market if i give you an example we have an example which is of a delivery services so delivery services normally in a country like Pakistan is not considered to be a norm where the delivery services is of expectation of customers so it is considered to be an augmented customer services so you have to pay for that services for delivery services but if you take that services then you don't have to pay for the delivery service so in today's time that is an advantage an augmented customer service example for delivery services an augmented customer service example for a retailer in that particular category