Getting the customer service right

Download: Getting the customer service right (.pdf file)
The key to the success in any retail business is to develop a unique merchandising strategy and customer service based on a profitable business model. Getting the visual aspects of the business right is often the easiest part. Getting the customer service right is more of a challenge, as you are dealing with people who have to deal with people.
The aim of a retailer, when it comes to customer service, is to find out what the customer expects when dealing with an organisation such as theirs and then introducing a formula to exceed those expectations. By achieving this, viral marketing via word of mouth will take place; this is always the best marketing technique on offer.
Many businesses believe that the answer to improved customer service is to send the team off on a customer service workshop and all your worries will be over. Alas, it is not as simple as that. In fact, a customer service workshop, in some circumstances, could do more harm than good. If you want to create customer service that is the talk of the town, then there is a process you’ll need to follow.
Step 1: Write down what you believe in
The owner of the business sets the standards for the business. As an owner you should visit other retailers who your customers are exposed to and judge their standards of customer service. The key to remember is that the customer will probably not shop around in retail stores that do what you do, so don’t base your views on the standards of customer service in your retail sector. You may be providing exceptional customer service for your sector, but only average customer service as experienced by consumers when they go shopping. Once you have gauged the customer service standards in your community, you will then have a “snapshot” of what a typical customer service journey is like for your consumers.
Next visit or read about retailers who provide awesome customer service, we all have our favourites and will all have different views on what is awesome service. My list would include Pete’s Frootique in Halifax/Nova Scotia in Canada, Pike’s Fish Market in Seattle/USA, Beechworth Bakery, Beechworth/Victoria in Australia, and Mr Price Sports in South Africa.
Having obtained as full a perspective as possible on various customer service standards, write your own standards. Be specific about what you want to achieve. I would encourage you to put some benchmarks down based on customer conversion rates and average sale…