A view of the industry through the
eyes of independent and chain retailers.
5 Things You Can Do RIGHT NOW To Improve Customer Service
service is an election every day, and your customers are the voters.
by Rich Kizer & Georganne Bender (January 3, 2011)
A few months ago we decided to
do a little experiment. We knew we were going to be in six major
cities over a three-week period, so we kept a journal documenting
our customer service experiences in each place we stopped. We noted
our interaction with every airline, hotel, restaurant, and store we
flew on or stepped foot in. At the end of the three weeks we had a
handful of pleasant experiences, but we’re sorry to report that most
were nothing to write home about. Several times the interaction was
so bland we compared it to doing business with a vending machine.
And some experiences were just plain depressing. Even some of the
great customer service leaders, the companies that everyone talks
and writes about, failed to do much more than handle the
Are we being picky? Maybe. After
all, we observe the customer experience for a living, but we don't
think we’re that much different than you are when you’re a customer.
And we’re certainly no different than the tens of thousands of
customers who do business with you each year.
Great customer service --
customer advocacy -- begins and ends with the customer experience.
The things they tell their friends about your salon can greatly
affect their future visits. It doesn't matter if you're the store
owner, manager, corporate executive, or front-line sales associate.
You can either create a unique service experience customers will
talk about or you can merely do what’s expected. Providing -- or not
providing -- great customer care is a choice that is yours to make.
Here are five things you can do right now to improve your customer
1. Treat your customers like
There is a not so subtle
difference between a guest and a customer. Disney refers to their
customers as guests; Nordstrom does, too. Both of these companies
are well known for legendary customer care. So, does a name make the
customer experience better? Yes, because it represents the first
step in a culture that permeates throughout the business.
If you invited a friend to your
home, you wouldn't ignore them once they were inside; you'd be glad
to see them and they’d know it. Customers are the same way. When you
open for business you are inviting people to your store. Doesn’t it
make sense to make them feel welcome?
We're all familiar with the
Wal-Mart Greeter, the person at the front door who says hello and
offers guests a shopping cart or circular. But the Greeter's job is
much more important than just saying hello; that simple welcoming
gesture lets shoppers know right away that Wal-Mart is happy to see
The Greeter is not unique to
Wal-Mart. At Build-a-Bear Workshops a Bear Builder™ Associate
greets guests and tells them about the stuffed friend he or she is
carrying. Associates at Krispy Kreme look up from what they’re doing
to smile at guests who enter the store. And if you’re lucky, and we
were more than a few times in those three weeks, you’re likely to
meet a Krispy Kreme associate who'll offer you a warm doughnut to
eat while you wait to place your order. And at Ghirardelli
Chocolates, we received a warm welcome and an individually wrapped
A greeter might make sense for
you on days when the salon is really busy, but when it’s not, you
can still make guests feel welcome. Adopt our "7-Tile Rule™":
whenever anyone in the store -- sales associate, stock person, or
CEO -- comes within seven floor tiles – that’s 7’ – of a guest, they
must personally acknowledge that guest. You can engage the guest in
conversation or look her in the eye and smile and nod, whatever
makes sense at the time is okay as long as every single guest is
acknowledged. You really want to make this a priority? Tell your
team that if they catch you ignoring a guest, lunch is on you every
Saturday for a month.
2. Make the guest experience
Several years ago we arrived at
a five diamond hotel at 3:00 in the morning. We had a keynote
presentation at 8:30 AM, so we were going to have to sleep fast.
Rich got his key and headed off to his room; Georganne and the
bellman headed off to hers. When they got there the room appeared to
be occupied, so they returned to the front desk where the night
manager assured Georganne that the room was not occupied. This
conversation continued until the manager finally visited the room
himself and realized that the room had not been cleaned. Shouldn’t
he have checked it himself the first time Georganne told him it was
Several weeks later we were
checking into the Mirage Hotel and Casino in Las Vegas at 3:00 am
only to find they were out of non-smoking rooms. Not to worry, the
desk clerk said, and handed us keys to a 2,000 square foot, two
bedroom suite. At the same rate as our standard rooms.
Here's the thing: when your
guests ask for something in your store, what are the chances they’ll
get it hassle-free? Do your associates point to a sign and say,
"Sorry, that’s store policy," or do they look for creative ways to
save the customer and the sale?
Walk through your store and
count the points of abuse that make guests turn to your competitors.
Eliminate the "it’s-not-my department" answers, the "NO, NO, NO!"
policies, and the "No substitutions," You can still have policies
that work in your favor, just make sure they’re written in a
3. Ask guests how they define
All store owners have an opinion
of their customer service and it's usually better than their
customers, but when it comes to service, the customer’s definition
is the only one that counts.
Don't assume you know what your
guests are thinking. If they're not happy they probably won't tell
you; they'll just quietly go someplace else. If you don't know how
your guests define great service, then you’re going to have to ask.
One day a month, station
yourself near the front door and conduct Exit Interviews. Introduce
yourself and ask guests about their store experience and about their
interaction with your associates.
And it's always a good idea to
ask, "What one thing could we do to improve customer service in our
store?" This open-ended question will yield all sorts of ideas and
opportunities that you may not have considered.
And when a customer tells you
something good, write it down! Use their positive quotes in ads, bag
stuffers, store signing, on your Facebook page, and on your website.
A customer testimonial is instant credibility because it's 10 – 20
times more believable than what you have to say about yourself.
4. Provide guests with a way
to tell you when you mess up
A customer complaint is a gift
because most people won't bother to tell you when you let them down.
And they certainly won't tell you if they think you don’t care.
Asking guests for negative feedback is never fun, but it's critical
to your success and your reputation. You're not a mind reader; you
can't fix what you don't know about.
If you're up to the challenge,
you can personally ask for feedback during exit interviews. You can
also turn associates working the front counter into Reverse Greeters
who engage guests in conversation about their experience in the
salon. Place a notebook at the counter so they can keep a record of
the things guests tell them.
If you prefer a less
in-your-face option, then create "How are we doing?" forms on your
computer and place them in "take-one" boxes throughout the salon.
Add them to your website as well. And when you receive a negative
comment, take it in stride. It's okay to mess up as long as you make
an effort to fix what's wrong and try to do better next time.
5. Become an Extreme Guest
An advocate by definition is
someone who speaks in support or defense of another person. In
customer care, an advocate becomes the voice of the customer. We're
seeing guest advocates popping up in all kinds of places from
hospitals to hotels, from airlines to stores to spas and salons. It
just makes sense in today’s hectic and competitive world.
Advocates handle a guests
request from start to finish -- they own it. At Ritz-Carlton hotels
the credo is "We are Ladies and Gentlemen serving Ladies and
Gentlemen." They are renowned for the care and comfort of their
If you were a guest at a
Ritz-Carlton and happened to tell the associate in the gift shop
that you'd like another blanket in your room, it's that associate’s
responsibility to make sure you get one. In other hotels the
associate might nod in understanding and point you to the front
desk. Or they might even go so far as place a call to housekeeping
for you, and then forget about it. At the Ritz-Carlton the associate
makes sure your request is handled to your satisfaction.
That's not a bad policy to adopt
in your store. When a guest requests something from an associate,
make it that associates responsibility to follow it through. If it's
something they need to refer to you or to someone else in the store,
it’s still their responsibility to make sure the request is handled.
A smart retailer once said
customer service is like an election that's held every, single day
and customers vote with their dollars. That's backed up by a retail
study that found 15% of customers will leave your store and never
shop with you again because of the product you sell; 15% will leave
because of price; but 70% of customers will not return because if
the quality of the interaction with the people who work there.
Certainly, a renewed emphasis on customer care is a great place to
UPCOMING CHA SEMINARS
Rich and Georganne will be conducting three seminars at the CHA
Conference & Trade Show in Los Angeles in January. Attendees are
charged $25 when they pre-register (or $50 if they register at the
show), but that entitles them to attend all seminars,
workshops, and special events -- for free. However, tickets
are required. Register for the show and reserve your tickets at
Social Media 101: What
You Need to Know to JOIN the Conversation!
Have you heard the buzz about Social Media Marketing,
but you’re not really sure how to get involved? Then this hands-on
seminar is for you! We’ll show you how to use Facebook and Twitter
like a pro. Be sure to bring your laptop because you’re about to get
connected. During Social Media 101, you will:
Set Up Your Own Facebook Account: You’ll learn the
difference between a profile and a fan page, which one is right for
you, how to add photos and video, plus how to use your "Wall" to
market your store.
Set Up a Twitter Account: You’ll learn how to attract
followers, why you need to write re-tweetable Tweets, what that “@”
sign means, how to use the “#” sign to your advantage, how to add
photos, and more.
You’ll learn what you need to know about who you’re
“talking” to on-line, including what to say, and how and when to say
it. You’ll leave this seminar with a list of social media best
practices, everything you need to know to get started, a plan to
follow once you return to business, and more!
BRING YOUR LAPTOP! You’ll leave this hands-on session
with a Facebook and Twitter account created just for your business!
The seminar is Saturday, January 29, 3:00 pm-5:00 pm. Seminar S115,
Advanced Social Media Marketing
You’re up and running on Facebook, and you Tweet like
a pro, but are you getting the most out of your adventures in social
media? The emphasis here is on social; it’s an ongoing cocktail
party: Are you saying the right things to keep followers and fans
engaged? Do your profiles and fan pages do your business justice?
Find out for sure! This hands-on seminar will teach you cutting-edge
skills to help you master social media marketing. You’ll learn:
1. How to Create a Practical – and Easy to
Manage – Social Media Strategy
2. Tips to Improve Your Facebook Fan Page
3. How to Create Tweets that Get Re-Tweeted
4. Smart Ways to Promote Your Business on
Facebook and Twitter
5. What – and What Not – to Say to Encourage
6. The Latest Tools Available to Help You
Manage Your Social Media Accounts, and More.
Be sure to bring your computer! You’ll leave this
session with practical, real-world social media tips and techniques
to help you grow your business!
The seminar is Sunday, January 30, 2:00 pm-3:00 pm. Seminar S124,
A Week in the Life of Creative Industry Independent
Have you ever wondered how other retailers run their
stores? Do they start their days bright and early with a cup of
coffee and a smile? Or do they jump in with both feet just like you,
running from one task to another? Welcome to the world of many hats!
Manager, buyer, sales associate, accountant, social media maven,
chief motivator, janitor, customer comforter, psychiatrist – you
name it, you wear them all! But you’re not alone, retailers across
the country operate their stores much the same as you do. Or do
Join Rich Kizer and Georganne Bender for an in-depth
discovery of what really happens in the world of an independent
retailer.You’ll go inside the day-to-day operations of three
industry independents: one scrapbook, one general crafts, and one
specialty craft retailer. You’ll learn their individual approaches
to advertising, marketing, in-store events and promotions; how they
choose vendors and product lines; how they set their sales floors;
how they motivate their people; where they look for Ah Ha! ideas;
how they set store policies; and more. You’ll see similarities and
maybe even a few “Why didn’t I think of that?” moments. The best
part? You’ll take away ideas and inspiration from others who walk in
shoes just like yours every, single day.
The seminar is Monday, January 31, Noon-1:00 pm.
Seminar S133, Room 502A.
Once again Rich and Georganne will offer free, half-hour
consultations during the show. The sessions are free, but require a
Saturday, Jan. 29: 11:00 am - 11:30 am C0301 ... 11:30 am - Noon
Sunday, Jan. 30: 10:00 am - 10:30 am CO601 ... 10:30 am - 11:00 am
CO602 ... 11:00 am - 11:30 am CO603 ... 11:30 - noon CO604.
Monday, Jan. 31: 2:00 pm - 2:30 pm C1201 ... 2:30 pm - 3:00 pm C1202
... 3:00 pm - 3:30 pm C1203 ... 3:30 - 4:00 pm C1204.
K&B At the Yarn Market News Retail
Rich and Geoganne will lead a seminar, "The Crackle Factor: Taking
Your Business Off Auto Pilot" at the annual Retail Conference
sponsored by Yarn Market News. The conference is Mar. 13-15
in Portland, OR. For info, visit
(Note: Meetings & Conventions
magazine took a survey of meeting planners asking them to name their
favorite speakers/keynote presenters – and Kizer & Bender make the
list, along with such luminaries as Dr. Stephen R. Covey, Mike Ditka,
Bill Gates, Rudy Giuliani, Doris Kearns Goodwin, Jay Leno, Colin
Powell, and others.
To read previous columns, click on the titles in the right-hand
KIZER & BENDER Speaking!
Keynotes | Seminars | Consulting | Store Design
103 North 11th Ave., Ste. 206,
St. Charles, Illinois 60174
Phone: 630-513-8020 | 24/7 Mobile: 708-347-2682 Fax: 630-513-8098
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