Customer Service: Treat Me Uniquely

One of the worst practices a business can take part in involves treating every customer the same.

Just like every two people aren't the same-every two customers are certainly not the same. Different expectations, wants and needs are all a part of the starting point for a unique shopping experience.

It is the store's opportunity to recognize the uniqueness of their customers in order to cater to them, matching (and hopefully exceeding) their original expectations of the trip. But, this doesn't happen as nearly as often as it should-even in well known companies and specialty stores.

Have you ever walked into a store and heard the cashier say the same exact conversation to every customer? Have you ever experienced a problem that wasn't able to be fixed because it was outside of someone's job requirements, or something they didn't encounter on a daily basis?

Unfortunately, I've had those experiences the last few times I've walked into a store. I leave feeling worse than when I walked in, frustrated and thought of as a transaction more than a customer. The truth is, I can go to many stores and be a simple transaction to them,but there are some that have discovered the secret of recognizing me and making me feel special. And, for that-I'd spend a little more money for a more enjoyable experience anytime.

Why don't these stores switch their mindsets? Why aren't the managers recognizing an opportunity that exists not only to improve the mood of customers, but the mood of their employees?

When I worked retail, the days were so long and customers would come in, not knowing what they wanted. I'd listen to my co-workers constantly complain about how customers continually kept picking through piles of clothes, messing up neat stacks they had just spend hours organizing and stickering, and then leaving without buying a thing. Sometimes you can't prevent your piles from being messed up especially if there are many customers in your department or area (after all they are there for the customer to browse through). But, I was able to find a way to protect my piles and send off customers with what they wanted. In turn, I was also not stressed or frustrated like my co-workers during or after my shift. How was I able to change this situation?

Easy.

By simply creating a conversation with the customer that is based on their needs and their wants, you can help show them what is available in the store and assist them in grabbing the correct size, color, or style while preventing numerous stacks of perfectly folded tops from becoming a pile of unfolded and unrecognizable shirts. You also are able to improve your workday by interacting with people-you never know what they will share with you, sometimes people will tell you the most interesting stories! And most importantly, you are able to provide an enjoyable shopping experience that many customers will remember.

So, I challenge you-whether you work or not, to change up your conversations. Instead of ending the conversation after a simple, 'Hello! How are you?', continue it by saying, 'I saw that you just joined a new club on campus, how's that going? I love that sweater you always wear, where did you get it? Who did you get it from?' or 'Have you ever been shopping here before? Who are you shopping for today? What occasion are you shopping for?' Further, follow up those questions with even more specific questions. People will immediately recognize that you care about what they have to say and they'll be more eager to open up to you.

By making your customers, or friends, feel more unique-you'll be able to establish a fast bond, in which trust is easily established, and a sale, or a friendship, is easily made. :)

Picture courtesy of: Ted Goff, www.newslettercartoons.com