“There is only one boss, and whether a person shines shoes for a living or heads up the biggest corporation in the world, the boss remains the same. It is the customer! The customer is the person who pays everyone’s salary and who decides whether a business is going to succeed or fail. Literally everything we do, every concept perceived, every technology developed and associate employed, is directed with this one objective clearly in mind – pleasing the customer.” Sam M. Walton, CEO Wal-Mart
At DFWH we practice a customer-centric culture. What does that mean to you? Basically, as Sam Walton and our leadership agree, the customer is the most important part of our job.
Service should provide the customer with more than a product – service should provide satisfaction. The customer should walk away happy. A happy customer will continue to be a buying and returning customer.
Most customer service is defined by how a company or organization treats external customers, but there is internal customer service as well. Expanding your definition of customer service to include co-workers will lead toward even greater success. Remember, the internal customer chain is just like the external, we are all customers both inside and outside the company (poorly treated employees treat customers the same way).
Two critical qualities to the “Customer Friendly Approach”:
- Communications
- Relationships
Positive dialogue, assuming positive intent, good communication with your customers and each other and developing ongoing relationships are perhaps the most important qualities to strive for in customer service.
Thank about places where you enjoy doing business….
Why, aside from the actually product or service they provide, do you like doing business with them? You probably find them courteous, friendly, flexible, helpful – what else? They not only satisfy your needs but make you feel positive and satisfied. You come to rely on their level of service to meet your needs and wants.
On the other hand, think about a business you dislike giving your money to – maybe even despise using them but do so out of necessity.
Maybe it is the BMV when you need a new driver’s license or maybe it is the local store that carries a product you need but who offers lousy service. The customer experience is scarred by long lines, inefficient transactions, unfriendly, maybe even rude salespeople. Their lack of flexibility and empathy for your customer experience leave you angry, unsatisfied, and taken advantage of. Your experience is completely negative. Poor customer service results in dissatisfaction, lack of returning customers and dwindling business.
Good Customer Service Basics
- Friendliness – courtesy and politeness. Smile!
- Empathy – the customer needs to know that we appreciates their wants and circumstances.
- Fairness – the customer wants to feel they receive adequate attention and reasonable answers.
- Information – customers want to know about our products. It is important for our teams to have accurate information about what we sell. The sales associates who answer, “I don’t know” or “It is not my department” are automatically dismissed in the mind of the customer. The employee can also end up feeling frustrated due to lack of or incorrect information.
Presentation
It is often not what you say but how it is presented.
What you wear and how you express yourself has a lot to do with how you are received.
Personal presentation, facial and hand gestures, as well as the substance of what you have to say make the impression. When you are neat, smiling, and well-dressed you will be received in a more positive manner.
- Smiling – there is nothing like a smile and pleasant face to greet a customer, especially if he/she has a complaint. A smile and polite conversation can immediately disarm a disgruntled customer. Facial expression sets a positive tone before you even begin speaking.
- Eye contact – always look into your customer’s eyes. Directly address customers. Sir or ma’me may not always be appropriate, but never use honey, babe, sweetie etc.
- How you look – personal grooming has a big impact on your customers. Dirty hands, messy hair and poor dress can mean the loss of an otherwise happy customer. When interacting with customers, dress neatly and in a professional manner to let customers know you take your position seriously. We work in retail apparel – dress like it!
- Shaking hands – when shaking hands with a customer a firm and professional handshake is expected.
- Be attentive – when listening to a customer, slightly lean towards your customer and nod your head ever so slightly to indicate you are listening.
- Tone of voice – always convey friendliness and amicability. Do not raise your voice in frustration or anger no matter how difficult or tiresome a customer may behave.
- Personal space – this is the distance that feels comfortable between you and another person. If another person approaches you and invades your personal space, you automatically move back without thought. You are uncomfortable. Leave adequate distance between you and your customer. Adequate space is important to making customers feel secure and unthreatened.
- Posture – slumping in a chair or leaning against a wall while interacting with a customer are sure signs you are not interested in the customer or your job. Your pose or posture should express attention, friendliness, and openness. Lean forward, face the customer and nod to let them know you are interested.
Phone etiquette
Always smile when you answer the phone – believe it or not, it can be heard. Answer the phone on or before the 3rd ring. Be polite and patient. If you are with a customer, do not answer the phone. You should give complete attention to the customer in front of you. Do not carry on a conversation with a co-worker while you are with a customer.
E-mail etiquette
Reread what you have written. How will it sound to the reader? All caps, bolds, underlines have a place, but generally not in a business environment. Think about how your written words can be misinterpreted before you hit send.
Conversation Starters
Always greet a customer when they enter – be friendly, warm and genuine. We are genuinely happy to see them!
- Hello! How are you?
- Welcome!
Make sure to use their name if you know it. If you don’t know or remember their name say…
- It’s nice to see you again or Welcome Back!
- We appreciate you coming to see us again.
- Hi! Is this your first visit (time in)?
- Hello! Have you been here before? No? Can I show you around?
- Let me tell/show you how our store is laid out.
Use a weather reference:
- What brings you in aside from the cold/rain/heat?
- It’s miserable out there – you may as well do some shopping!
- We just got in a shipment of coats/sweaters/swim suits.
Use a compliment:
- That looks great on you!
- I love your style
- Did you get a new hair style?
- How did that last outfit work out for you?
How does all of this apply to us?
Lines at fitting room– acknowledge that they are waiting, apologize. Advise the customers that in order to be fair to those in line, we have a firm limit of 10 items. They can try on the 10 items and then have to go to the back of the line.
Returns/exchanges- see SOP
Card decline- politely ask your customer if they have another form of payment; they will understand. Do not announce that the card has declined.
Shopping carts– We do not have carts, but do allow strollers. I’m sorry, but we don’t allow carts brought in from other stores. Offer a canvas shopping bag or to start a fitting room or hold at the registers
Phone is ringing when waiting on a customer- the customer in front of you deserves your undivided attention. Hopefully another team member is available to answer the phone. This also means you should not be having a conversation with anyone else while you are with a customer.
Use of the rest room- If a customer asks to use the rest room, allow them.
Customer asks where an item is- if you are not available to show the customer, use the walkie to get someone who can. Take the customer to the location – do not just point.
Where does our merchandise come from?- “We make purchases from all over the world. We buy overstocks, out of stocks, from wholesalers and direct from retailers”.
Customer asks you to check another store for an item/customer calls and asks if you have an item in her size that she saw at another store- Advise the customer that the merchandise is different in each store and that our inventory systems are not synchronized. You can hand them a flyer and advise them the best way to check is to visit the other stores.
Customer asks to change baby’s diaper- Let them know they can use the rest room. Give them a plastic bag for the diaper.
Customer asks for a chair- Absolutely give them a folding chair, place it out of the way of store traffic
Customer brings back an item with a sensor and no receipt- We will take off a sensor without a receipt for anything other than suit jackets or coats (items that we put sensors on). If it is a suit jacket or coat they need a receipt.
Customer calls several times for directions- Be patient, not all of our stores are easy to find.
Customer comes into the store with a vapor cigarette- “I’m sorry, but we don’t allow smoking of any kind in our stores”
Customer comes into store on a hover board- “I’m sorry, but we don’t allow hover boards in our stores”
Customer comes into store dressed inappropriately- Unless they are in some state of nudity, let them shop and hopefully they will buy some clothes and leave quickly
Customer is trying on a cardigan, blazer, poncho, or swim cover up on the sales floor- This is not a problem, allow them to try on without taking to a fitting room.
Helpful Hints
- Stop multitasking and focus on one thing at a time – your brain isn’t actually capable of concentrating on more than one thing at a time. You are actually starting and stopping in the middle of tasks, switching and starting the process over again. Try to make a habit of finishing one thing at a time – you’ll feel more productive and successful.
- Practice thinking and acting positively – feeding positivity to your family, friends and co-workers instills good feelings not only for you, but from them to you. It’s practice; you’ll get better and it will feel more natural as you go.
- Ask for more responsibility, look for ways to grow, find ways to help others at work – all of these make you feel better about yourself.
- Start your day in a happy way; find a way to start on your terms, not stressed or running late, with a cup of coffee or a few extra minutes before you clock in.
- Get some fresh air on a regular basis – clears your head and puts you in a more even emotional state.
- End your day on a positive note –think of what you are grateful for, what did you accomplish today?
Customers will spend up to 10% more for the same product with better service.
- When customers receive good service they tell 10-12 people on average.
- When customers receive poor service they tell upwards of 20 people.
- There is an 82% chance customers will repurchase from a company where they were satisfied.
- There is a 91% chance that poor service will dissuade a customer from ever going back to a company.
Did you make a positive impact on someone’s life today?