Here are 50
ways to be a more customer-focused company and deliver to them a better
experience. When you let your customers know that you appreciate them, they'll
show you that they appreciate you by purchasing more and by becoming a loyal
customer and advocate.
Open the door for your
customer whenever possible. This is especially important if her hands are
full.
Don't just hand your
customer his product or paperwork, "present" it to him.
Keep the building
temperature at a setting that is comfortable for customers. Most companies
set the thermostat at what's comfortable for the employees.
Acknowledge your
customer's children.
Partner with
restaurants, stores, and other companies to present exclusive discounts and
offers to your customers. (A win-win-win. The other company gets incremental
revenue, your customer saves money, and you're the nice person doing it for
both of them.)
Always suggest
additional items that will enhance a customer's purchase and his/her life.
Offer free drinks and
snacks to your customer.
Send handwritten
thank-you notes. Come on, do you really do it?
Smile.
Introduce yourself to
your customer.
Ask your customer her
name. Use it.
Compliment your customer
on his purchases. This is especially effective if he is another staff
member's customer.
Don't give your customer
too many choices. You're the experts, so recommend a product or service based
on what you learn from him/her.
Tell her why a product
or service isn't right for her.
If you can't fulfill a
customer's need, suggest another company that may be able to do so.
Never ever say something
negative about another company.
Act just as happy to see
a customer with a problem or complaint as you are one who walks into make a
purchase.
Make it easy for
customers who want a refund. Almost all customers are honest and should be
treated as such. If you have to give a customer a refund, end the
conversation with "I'm sorry this product or service didn't meet your needs
but we will welcome the chance to serve you again."
Warmly
welcome every customer who comes into your business.
Loan umbrellas on rainy
days for customers to get to their cars. Ask them to either drive up to the
sidewalk where you are waiting to receive the umbrella back or to bring it
back on the next visit. Most customers will turn you down but you score major
points for offering. Even better, give it to them.
Don't interrupt the
customer to talk. Talk - listen - talk - listen. You get the idea.
Do whatever you can -
within reason - to keep an unhappy customer. What you'll lose on the one
transaction you'll make it back because he will tell his friends and family
how wonderful you are.
Refrain from visiting
with a colleague when he/she is with a customer. It's distracting to both the
customer and the colleague.
Never rush customers out
at the end of the day. Gently let them know that you'll be closing in a few
minutes. Never flash the lights or sound the air horn. (I'm joking.)
Offer to teach your
customer how use the products. Time spent now will be saved versus the
questions or complaints that can happen down the road.
Never blame the company
for a policy or decision. You are the company regardless of your position.
When a customer says
"Thank you," say "You're welcome."
Add "It's my pleasure"
after you say "You're welcome."
Provide written details
of frequently asked questions.
Don't coach or reprimand
an employee in a customer's presence.
If you're on the phone
with a customer and you absolutely must put him on hold, tell him
approximately how long he will have to wait.
Don't interrupt an
employee with a customer unless it's extremely important.
Create a children's
craft area so the kids can create art while their parents are working with
you.
Give your customer your
undivided attention when she is talking. Everything else can wait.
Accept responsibility
when the company has made a mistake. Too err is human. To not admit it is
stupid.
Empathize with upset
customers. Say you're sorry.
Keep a selection of a
different strength reading glasses for customers who forget theirs.
Give a gift for no
reason. Even better, give a gift for being such a great customer.
Have the owner or
manager personally call a high-ticket customer and thank her for her purchase
or order.
Loan books and other
resources at no charge. This positions you as an expert and creates repeat
traffic.
Ship a replacement to a
customer with a defective product before you receive the original back.
Open the doors early
when customers are waiting outside.
Provide comfortable
seating for customers and offer to bring them whatever they need to look at.
If you're busy and a
customer is waiting for help, give him an estimate of how long he'll have to
wait for someone to help him.
Never ever say anything
negative about a customer to anyone. We can’t say we respect and respect
customers and then talk negative of them. As our mothers always said, if you
have nothing positive say then don’t say anything.
Be genuine. Take the
time to know your customer as an individual and not just another person making
a transaction. It’s ultimately what the customer experience is about.
No checking email or
text messages on your cell phone when customers are around. It makes you look
bored and nobody wants to shop in a boring place.
If you have to walk away
from your customer or counter tell her what you are doing.
Always offer to contact
your customer when something she wants is available. Never tell her to call
and check.
Always thank as many
customers as you can for coming in and invite them back.
Always go above and
beyond for every customer.
About the author:
Doug Fleener is a veteran retailer with over 25 years of hands-on retail
experience with world-class retailers including Bose Corporation and The Sharper
Image. As director for retail at Bose, Doug was instrumental in developing
Bose’s unique and engaging retail methods. He has also owned and operated his
own specialty store.
Doug is now president and managing partner of Dynamic Experiences Group LLC, a
Lexington, MA based retail and customer experience consulting firm dedicated to
helping retailers improve their customer experiences that results in higher
sales and profits.
Fleener is the author of the book The Profitable Retailer: 56 surprisingly
simple and effective lessons to boost your sales and profits. He is a
frequent speaker around the world on retail and customer experience issues and
his insights has been covered in leading business media including The New
York Times, Entrepreneur, and Shopping Centers Today. Along
with partner Matt Norcia they write the popular retail blog Retail Contrarian.
Doug lives in Lexington, Massachusetts with his
wife and two daughters, where in his free time he barbecues while listening to
Jimmy Buffet music.
