By Tony DeMasi, editor
n article in a recent edition of The Christian Science Monitor noted
that consumer complaints about retail shops jumped 104%
between 2000 and 2003. Reports from the National Retail
Federation and American Express showed that 55% of retailers
have become more involved in satisfying customers. The crux of most of the
problems had nothing to do with price or product selection, it was about
service. Store employees are simply not serving the customer, therefore, not
doing their jobs. Who’s at fault? The employer.
What’s happening in your store? Have some of your “best customers”
become infrequent visitors? Are shoppers walking out empty handed or with
less than you or they would have liked? If you answered yes to any of those
questions, now ask yourself why.
I enjoy visiting gift stores. I make it a point to visit at least three shops
whenever I go to another city. The wide range of customer service always
leaves me baffled. Taking just five stores as examples, in Store A, I will be
greeting upon entering and asked if there is anything particular I have in
mind. Store B: the “salesperson” sits on a stool behind the cash register
near the front door and doesn’t care less about what is going on in the
store. Store C: The sales staff (usually women) totally ignored male shoppers
because they are not, I suspect, accustomed to selling to a man and
don’t feel like “wasting time” on him. Store D: The salespeople are too
busy talking on the phone or with each other to even acknowledge the
shopper, or the one on the phone tells the shopper who would dare ask for
help, “You’ll have to wait. I’ll be there in a minute.” Store E: The salesperson
leaves the shopper alone for a few minutes and then approaches to
offer assistance.
If you just thought “My store is definitely Store A or E,” don’t kid yourself.
Chances are the shop runs differently when you are not there. Ask a few
friends, or hire a few people, to be pretend shoppers when you are not there
and ask them for full reports. Think about installing a hidden camera, too.
What you hear and see is what the customer gets. Any salesperson with nothing
to hide won’t be offended by your actions.
I’m always appalled at shops that don’t fully keep the hours posted on its
doors. I say “fully” because I have attempted to visit shops that are supposed
to be open from 9 to 9, only to find that the door is still locked at 9:15 a.m.,
or the security gate is down to about a foot off the ground by 8:45 p.m. I’ve
often thought do these stores expect especially short people or do shoppers
have to be especially adept at doing the limbo dance to get in after 8:45? But
then, through the gate, I saw the “salespeople” counting out their registers.
One method, which I don’t recommend, is having a self check out counter,
so the shopper can take care of him or herself and not have to deal with
indifferent salespeople. Some stores are going that route. I think it takes all
the personalization out of the transaction. It also eliminates the opportunity
for the customer to make an impulse purchase, get to know the store better,
etc. Another choice is to TRAIN YOUR SALESPEOPLE TO ACTUALLY
SELL AND TO ACKNOWLEDGE CUSTOMERS. The customer is not the enemy or someone to be avoided. Training should
be a priority.
If your staff is not treating customers right, then
chances are you are not treating your staff right. Do
you teach your staff about the merchandise? How to
greet customers? How to actually sell instead of just
how to run the register?
If a customer should complain, talk to the customer
about the situation. Ask how you can correct
the matter—and eliminate the problem from happening
again with someone else. Complaints are
often constructive criticism. Don’t treat a complaint
as offensive, or another remark from an old crank.
For every customer that complains, at least five have
had the same problem and chose to shop somewhere
else.
Former customers have thaat new status by
choice. Your store’s lack of service might have been
the force behind it.
Be open and honest with your vendors, too. If
there’s something about the salesperson or rep that
you feel needs improving, speak up. After all, you’re
that supplier’s customer.
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