Whether you are retailing Slatwall, counters and mannequins or food, sweets and appliances; an issue that affects the business of all industries is ‘customer service’ The shopfitting industry has a particularly poor customer service reputation. Crown Display are leading the way, improving and changing the view for the better in this are by having “Good customer service” as one of their main priorities. So, what constitutes ‘good customer service’? Is it a good returns policy? How nice the staff are? Or is it how they deal with problems? All of the above are important key factors that make up ‘good customer service’…..
There is no right and wrong answer to this question but all retailers will know (or should know!) that having a reputation for providing good customer service from the first initial contact to the after sales service is one of the most powerful sales tools out there. There are thousands of retailer reviews are freely available on the internet and poor reviews will have a detrimental effect on your business. Crown display is renowned for providing excellent customer service throughout the shopfitting industry and particularly in the Bristol area. The following are some key points are taken from their Customer Service Handbook.
How to get good at customer service:
- ANSWER THE PHONE. The initial contact with your customer is key. Answer your phone; welcome your customer in a warm, friendly and polite manner. Smile. Remember that every customer has the potential to bring in more customers or scare them away!
- HELP YOUR CUSTOMER. A common occurrence I come across in supermarkets is when you can’t find something and the assistant you ask points and says “it in the Jam aisle” or worse; they shrug their shoulders and mumble “emm..not sure. It’s probably down the bread aisle.” Instead of this, offer to show your customer where it is and if you don’t know, offer to go and find someone who does.
- LISTEN. Your customers need to feel listened to and it’s important you do listen as the information you gather can help improve all sorts of areas of your business and draw your attention to poorly performing products or staff, e.g. a few complaints about how ‘messy the tables are’ in your café, may mean staff need more training. It is especially important to listen to complaints as you can turn an unhappy customer into a happy one by listening, being sympathetic to their problem and offering a fair and suitable solution.
- TRAIN YOUR STAFF. Well trained, knowledgeable and happy staff will be more receptive to customers and will portray a good business image. Grumpy, uninformed and unhappy staff are usually unapproachable from a customer’s point of view.
- GO THE EXTRA MILE. If a customer asks for something that won’t cost a lot in time, effort or money, consider complying with their request. Whether it is helping them to find something, pack a bag or maybe even throwing something small in for free, it is a gesture that will be remembered.
- FIX YOUR MISTAKES. If you make a mistake, apologise and fix it. However, don’t make promises you cannot keep.
Wiki Answers contributors sum up customer service as:
“When a customer has received exceptional standards of service from a provider and leaves a shop/wherever feeling very satisfied.”
“Great customer service is when an employee takes the time to listen to your concerns by genuinely expressing interest, sympathy, and their eagerness to satisfy you. Someone who is sincerely caring, compassionate, understanding, fair, and helpful is better than someone who knows their job so well that they brush you off as ignorant.”
How does all this good customer service relate to a profitable business?
As mentioned, happy satisfied customers are likely to come back and will report their experience of your business to friends, family and on the internet. Good customer service = repeat business. Repeat business = increased bottom line. An increased bottom line can mean economic survival and that make good business sense, even on a bad day!
We offer a full range of top quality Display Units, Retail equipment, Shop shelving, Slatwall panels & accessories. We can provide you with customised sizes and finishes, as well as a professional nationwide shopfitting service.
Give us a call free on0800 587 5880 or visit www.crowndisplay.co.uk
