Great Service is Key to Repeat Customers
In the retail environment, competition is everywhere. From the business down the block to online entrants, consumers have a lot of options. Your store should be the one to beat. How do you make sure you stand out in the crowd? By delivering great service.
While we’ve heard for years that chivalry is dead, one could argue that service is right behind it. If we asked you about a terrible customer service experience you’ve had, you could probably recall it instantaneously. However, we don’t necessarily feel that great service is entirely gone, it has just evolved and morphed into something new. Customer service by definition isn’t an exact target so nailing down great customer service can be even trickier. It may mean one thing to one customer and may mean something entirely different to another. Though, the key to unlocking the mystery of great service is an important one because that’s what will help you rise to the top.
To find out what great service means to your customers, put yourself in their shoes for a day. Think beyond “what products do they want” and really try to envision the shopping experience from their point of view. Are they in a rush, and do you provide short wait times at the register? Is a quick-turning item in stock during the busiest times of the week? While these may not seem like the traditional “customer service” items, they are a critical part of providing great service. In our busy world today, dare we say that at the end of the day, great service = a hassle free experience? It would certainly make it easier to reach and attain a goal if that simple definition encompassed it all.
If you’re having trouble putting yourself in your customers’ shoes for a day, go right to the source and ask them about their experience. Or better yet, bring in a trusted friend or family member to observe your store for 30 minutes. Ask them to give their opinion on all the things that could be improved and be open minded about their responses. Then ask a different friend who is a different age and gender. Before you know it, you’ve conducted something that resembles a focus group without the formality and high costs. Although let’s be honest, you should probably buy them a drink and a snack on their way out the door.
With your new perspectives in hand, you now have the ability to implement changes to ensure that you’re always providing great service. And as we said earlier, perfect customer service is a moving target so don’t be afraid to revisit the idea every quarter to see how you stack up as your patrons move through the customer life cycle.
