How can it be?
I am still amazed in this present climate that one company would allow you to walk out of their store to a competitor because the rules were you had to wait in a queuing system that meant it would be 2 hours, yes that’s right 2 hours to be served when there were only 12 customers in the store.
Or
When you ask the assistant in another store why is there a difference of £25 between one shirt and another, which from the front look the same, the assistant shrugs his shoulders and replies, “I don’t know”.
Now let’s be clear I’m not a shopaholic but sometimes I just like to go to enjoy the experience especially when it’s in a new shopping centre like Westfield in West London.
So how can it be that a person within one store has the authority with his clipboard to tell you where in the queue you are but guides me to the competition instead of thinking to himself “I’ve got an immediate sale here what to I need to do to make that happen?”
Alternatively, that the assistant in the other store has not enough interest in me or in the products to answer my question and so ensure I will come back in the future.
Learning from the independents
This is where the big chains have a lot to learn from the independent retailers on the high street who put the customer at the heart of the relationship. They take the time with you to discuss your requirements and then help you find something that best suits your needs. This is what I experienced at Lodger footwear and my hat goes off to Clement in the way he handled my questioning and the length of time it took me to make a decision, so much so he offered me a coffee while I made up my mind! And also worthy of praise was Nathan Brown the owner who had just that moment walked into the shop with 3, what looked like very important, people. He still made the time to talk to me and in the space of 5 mins we got to know each other quite well.
Thank you Nathan and Clement.
So whatever business you are in don’t take your eye off the basics because it is these little things that will get your customers having a great experience and wanting more!
Here are three things to check in your business this week to help you stay spot on with the basics:
1. Make sure your systems are designed to make the experience better for you rather than the customer. Talk to your staff regularly and listen to their suggestions
2. Then allow and actively encourage them to do what it takes for every customer.
3. Remind your service teams that they serving people not processing orders. It’s the emotional connection they make that will turn a routine encounter into a positive and memorable experience for the customer.
Dilesh
I had a great bit of service in Boots last week. I was at Euston station, had paid for an item and then went off to get a coffee. It was only when I opened my purse again that I realised that I hadn’t collected my change from a £20 note. I dashed back, now cutting it fine for my train, showed an advisor my receipt, he asked the manager who then without hesitation told his team member to take the money from the till. He had nothing but my word to go on but he made the call that I was a genuine customer and the best thing he could do was show he appreciated that by giving me what I was asking for. Now I’ve had other similar experiences where I been told to come back when the tills have been checked, or not at all. Now I could have been carrying out a very simple scam but the choice the manager made was that £15 was worth every penny for the loyatly it created. He was right – I’m blogging about it now in a positive way. So the question here is how much to you encourage your people to trust your customers and make the right decisions for them with every interaction?
Gill
Great blog Dilesh, and I’d like to continue with the ‘Learning from the Independents’ theme…
My mum and sister own a Wedding Dress Boutique in Hythe, Kent and have now been open for over a year.
On their website they are clear about their aim:
“At Signature Brides our aim is to provide you with the perfect experience when choosing your wedding dress; to help every girl regardless of design, budget, shape or size. We have something for everyone. We haven’t forgotten how special this should be for each and every bride and we are honoured to be involved.”
Being so clear about their aim, Signature Brides create a magical experience for every single bride that walks into the boutique, ok, so I am a little bias, but if you’d like real proof check out what their customers say about them: http://signature-brides.com/index.php?option=com_content&task=view&id=24&Itemid=31
This is what Zowie had to say about her beliefs around Customer Service…
“I want every girl that walks through the door to have instant emotions – excitement and ease. I want her to step through the door and be wowed by the presence of the shop, feel the relaxed atmosphere and immediately feel on a one to one level, that she has an instant relationship with mum or I. We have to quickly work out what the bride needs from us when she walks through the door and provide that and more. We build trust so that she is 100% confident that we will look after her and make her look and feel amazing. We want her to being thinking ‘Oh my god I can be myself, I am going to have a great day!’ There is no one size fits all when it comes to customer service, it is about us having an instant, intuitive reaction to what each bride wants and needs, and then this is blended with our natural skills and ability to dress the female shape…..”
Jacky added…
“Customer service to me is very, very important. I like to give the service that I would want to receive. If you are passionate about your job and love what you do Customer Service naturally comes through. I love seeing the great big smile a bride has when she knows she has found the perfect dress for her perfect day and that I’ve be part of that for her. Customer Service cannot be rushed, after all – after a house and a car it’s the most important thing a girl buys (some girls have said forget the car!!! ) I believe you need to build a relationship first, by listening – really listening – and then share advice, do not try to sell or pressurise as this does not help you give great service. Girls can see, hear and feel our passion as soon as they meet us and that creates the service they receive.”
So more to learn from Independents! What other independent Customer Service providers have inspired you? Please let us know!
Carly x