| In thecurrent economic climate we tend to complicate | | | | asked me a few questions about my specific needs |
| matters by tuning into the negative press that | | | | and mentioned that they specialized in paint matching |
| surrounds us: the market is more down than up | | | | and that she had personally helped many car |
| tourism is hampered by the fires and the overall | | | | enthusiasts match their paint colours in the past. She |
| ‘gloomy’ market some have lost their jobs a | | | | also mentioned that she had access to paint swatches |
| number of businesses are struggling. Yet the only | | | | of vintage cars but she needed a sample so that she |
| matter we have any control over is the quality or level | | | | could better match the colour. We agreed to a time |
| of customer service we provide for our customers. | | | | frame and a price, and we struck a deal. I left with a |
| From the moment we pick up the phone or open our | | | | great feeling of having received extraordinary |
| doors for business, we send signals to many buying | | | | customer service. Suffice it to say that I will be back to |
| customers every day. | | | | do more business with this second store! |
| The question to be asked is, what kind of signals are | | | | Perhaps it’s time to reflect on the kind of customer |
| we sending? For example, I was recently shopping for | | | | service your company is providing for its customers. |
| paint products for my classic car. I needed professional | | | | What processes do you have in place to ensure all |
| help to match a colour for the interior of my car, since | | | | customers receive an extraordinary experience? |
| the colour is not one that can be easily matched. Two | | | | What kind of ‘culture’ have you fostered in your |
| outlets were referred to me at a recent car event | | | | company? |
| held locally. I decided to visit the two stores and see | | | | To help you with this, here are a few key areas of |
| what I might find. | | | | Customer Service to think about: |
| Customer Experience Number #1 As I entered the first | | | | 1. Friendliness – This is the foundation for great |
| store I noticed that the clerk was busy assisting a lady. | | | | customer service, and is usually characterized by the |
| I was not acknowledged by the clerk and I also | | | | customer being acknowledged and greeted graciously, |
| noticed that the store was not well laid out there were | | | | with warmth. A customer shouldn’t feel like they |
| unpacked boxes all over the store. I decided to walk | | | | are an intrusion on the service provider’s work day! |
| around and check out the inventory, and after five | | | | 2. Understanding and empathy - Customers need to |
| minutes I went back to the main counter. The lady had | | | | feel the service person understands and appreciates |
| left but the clerk was nowhere to be found! I heard a | | | | their circumstances and that they understand what it is |
| noise coming from the next aisle and walked over to | | | | the customer came in for in the first place. Our ability |
| see the clerk working away. I asked for some | | | | to meet our customers’ needs comes from asking |
| assistance and explained what I was looking for. The | | | | questions and then delivering products and services |
| clerk explained that they were short staffed and had | | | | that match the client’s needs. |
| lots of stock to unpack. He also told me they could | | | | 3. Options - Customers need to feel they are dealing |
| match the paint but that it was really tricky to match | | | | with a person who understands the products and |
| perfectly. The clerk was helpful but I could not help | | | | services available, so they in turn can be presented |
| feeling that he was distracted and really not overly | | | | with applicable options in order to make proper |
| interested in my business. I obviously wasn’t a | | | | decisions. |
| priority for him. He showed no real interest in my | | | | 4. Information -“Tell me, and show me”. |
| request and just gave me a price sheet with a | | | | Customers need to be educated and accurately |
| breakdown of the services they offered. I left without | | | | informed about the products and services they are |
| making a purchase! | | | | seeking. And this information needs to be clearly and |
| Customer Experience Number #2 When I entered the | | | | simply laid out for the customer to understand. |
| second store I noticed the clerk was busy, but this time | | | | 5. Appreciation – Customers don’t like to be sold, |
| I was acknowledged. The young lady smiled and | | | | but they love to buy. Let them know that you |
| mentioned that she would be with me in just a few | | | | appreciate their business and that you hope to see |
| minutes. I walked around the store and noticed how | | | | them again. Make them feel special! So ask yourself, |
| tidy it was. The shelves were well laid out and the | | | | what processes do you have in place to ensure your |
| store looked like it was ready for business. Within a | | | | customers are provided with extraordinary customer |
| few minutes I was greeted with another smile as the | | | | service so that they’ll want to come back again |
| clerk said, “How can I assist you?” I explained | | | | and again? Improve your customer service and you |
| my situation and the issue of matching the paint. She | | | | will continue to “Build Your Business”. |