good customer services

Customer Service Secret Number Two - provide true customer service. In today’s market environment, service has become a cliché and it seems like “everyone’s doing it.” So, if everyone is doing it, why not jump ahead of the wolf pack by providing even more creative, personalized service to your customers than your competitors can?

One size shoe does not fit all feet. Nor is one type of customer service suitable for all your customers. Let’s say your advertised featured customer service is Home Delivery. The first customer may welcome this Home Delivery because it’s difficult for him to get out and shop in person.

But your second customer may enjoy “window shopping” and carrying his purchases around with him as he goes from shop to shop. He is not the least interested in your home delivery service. So, with what you save by not needing home delivery for this customer, why not offer him an equivalent discount on a second cash purchase, or give him an in-store percentage-off coupon that he can use the next time he’s in your store?

I repeat, be creative. Get to personally know your customers and recognize their individual needs. Above all, make certain that what you are offering really is something that your customer can value; that's the key to good customer service.

Customer Service Secret Number Three - “The Customer Is always Right.” If a customer comes to you about a complaint, be very serious about how you handle it. Is the customer upset and angry? First, calm him with words and action and show that you are serious about doing something to correct the problem. Even if it is obvious that he’s wrong, sometimes it’s better for repeat business to take the loss and compensate the customer.

Then, when your customer is satisfied that his complaint has been properly addressed, thank him for bringing the problem to your attention. Remember, no amount of advertising can repair the damage done by failing to properly address a customer’s concern. Even more damaging to a small business is the “silent complainer.” That’s the customer who simply walks out of your shop without saying a word, and you never see him again. These silent complainers have friends. And their friends have friends.

Customer Service Secret Number Four - be honest with your customers. If your customer even suspects that you are trying to pull something over on him, you can kiss that customer goodbye - permanently! Were you fortunate enough to purchase an item from a wholesaler at a discount price? Instead of being tempted to richly improve your bottom line, pass that saving on to your customer. This will ingrain confidence in your customer so that, in the future, your customers will know where to come for REAL savings.

Did you manage to pick up some out of date or reject item? Don’t be tempted to pawn it off on your customers at a regular price without at least informing your customer that it’s a reject or of inferior workmanship.

If your customer asks you for advice on a product, don’t try to sell him the item that best enhances your bottom line. Sell him the item that’s best for your customer. In the long run, your bottom line will thank you for having made this choice.

Customer Service Secret Number Five - educate your staff to be equally as concerned about your customers as you are. Some years ago I went into a hardware store and asked the young summer student clerk for some rubber cement.

“You mean, a tire patching kit?”

“No,” I repeated. “I want a bottle of rubber cement.”

The kid obviously didn’t have a clue what I was talking about. However, rather than finding out what rubber cement is, he gave me a strange look, then turned his back and went on to serve another customer. Needless to say, after that incident I took ALL my hardware business elsewhere.

A final bit of advice about customer service; “If you aren’t taking care of your customers, your competition will.” Print that advice out in large, bold letters and past it above your cash register.

Albert E. Schindler operates Schindler Promotions Ltd. in Cardston, Alberta. You can reach Albert by phone at 403-653-3895 or by emailing him at schindlercrafts@shaw.ca.