IS THE ART OF CUSTOMER SERVICE A THING OF THE PAST?

RETAIL IS TOUGH… THERE IS NO DOUBT ABOUT IT.

More competition.
More online sellers.
More retailers encroaching on YOUR space.
More stores fighting for the same $$.

There’s no doubt about it. Retail is a tougher landscape, and one we can’t control. One thing we can control though is our mindset. If we focus on the negative aspects of our industry, we will feel deflated, a little depressed (a slowing market will do this to the best of us!) and a little overwhelmed with the hard work at hand and the road ahead.

You know what I propose instead? A shift in focus and a heavy dose of embracing an abundance mindset. Meaning there’s more than enough to go around! Wish your competitors well and move forward with what you can control. Which is: a superior customer experience, and stellar customer service. Which, let me tell you, there’s an art to and something our customers expect.

Now, years ago, when I worked the register and floor like nobody's business (Esprit, 10 years, management…. the customers purchasing behaviour could make or break me. If they purchased, I’d feel on top of the world. If they gave me the old “just browsing” line, I’d be deflated and seriously concerned about meeting targets.   

Let me tell you a little secret, there are often external factors you cannot control. I learnt that the hard way believe me. A dash of rain, a competing store opening a few doors down, cranky irritable customers...the list goes on!

These external issues used to stress me out no end. And everyone knows when you’re feeling stressed, a monster like creature erupts inside you and he wants nothing more than to be let out. So, I was blunt, yelled a little, huffed and puffed and was a less than friendly to customers. Basically, the works! How did this turn out? Well you can imagine, it just catapulted my stress and made a challenging situation worse.

THEN ONE DAY I STOPPED TO THINK ABOUT COMMUNICATION AND WHAT MAKES A MEANINGFUL INTERACTION? WHERE DO WE FEEL COMFORTABLE? AND WHAT MAKES US STAY A LITTLE LONGER AT A FRIENDS PLACE, AT A CAFE AND FEEL LIKE TALKING A LITTLE MORE?

For example, my local barista. This dude has it down pat. Every time I walk in there he looks up, grins and asks “Hey Lina, short black?” Simply by remembering my order and taking the time to welcome me he’s got a loyal customer for life (his smile is to DIE for by the way!). More than that though, he genuinely cares about our daily narrative. He asks about my family, how my business is going etc etc. It’s the little things. As a result? I’m always recommending his gorgeous little cafe to friends and family which means increasing his exposure and growing his business.

What about school pick up and drop off? How often has the school principal passed you on the school grounds and taken the time to chat? Bonus points if they actually know which kid is yours and what your name is. Doesn’t happen very often does it? If this is a regular occurance in your life, DON’T move schools! It’s rare.

 The interactions we have make an impact. In business, they are everything. Now my barista, he makes a bloody good coffee. Is he the cheapest? Nope. But do you really think I would up and take my business to a new cafe? NO WAY. Our banter makes my morning enjoyable and I’m now a raving fan. My kids school? Well it’s great but the interaction I have there leaves a little to be desired. Am I their biggest fans? Nope.

AT THE END OF THE DAY, WE ARE ALL COMPLEX HUMAN BEINGS WITH LOTS AND LOTS OF FEELINGS. THE WAY YOU MAKE SOMEONE FEEL WILL STAY WITH THEM. IF YOU CAN BRIGHTEN SOMEONE’S DAY, WHY NOT MAKE THE EFFORT?

I needed to make my customers like me, no LOVE me before they stuck around to make a purchase. So, I changed my approach and mindset. No longer did I see customers as ‘browsers’ or ‘purchasers’. Each customer became equally important and I showed everyone care, kindness and provided as much assistance as I possibly could. Were there days we sold hardly anything? Sure! Did it crush my soul as it once would have? No way! I thoroughly ENJOYED interacting and building relationships because my goal posts changed.

This approach didn’t miraculously result in increased sales overnight but I’ll tell you what did happen. I saw repeat customers more frequently. That’s right, many of them returned time and again to browse the store. I took the time to listen, like a friend would. I got to know a little of their story. I made a positive difference in the short window of time we spoke. In myself, I felt rejuvenated and I had a zest for retail that had been lacking previously.

I paid attention to body language and opened myself up. No more slouching, no more crossed arms. Just simple, welcoming body language that invites communication. After all people will read non verbal more so than they will verbal.

AS A RESULT? WE BUILT TRUST.  WE MADE SALES.

Now, not everyone bought. some still came in to browse only. And you know what? That’s MORE than ok. We know how we made them feel upon leaving and we knew that they would come back. We knew we gave them the experience of offering great service and that was all we could control.

Needless to say, We made budget.

SO FOCUS ON WHAT YOU CAN CONTROL.

If it’s raining outside, put some umbrellas near the door. Sometimes it's just that simple.

In Fashion Retail
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