Maximize Customer Opportunity!
I’m still hot about a recent experience at a jewelry store. My wife and I are celebrating thirty years and an anniversary ring was on the buy list.
The sales clerk was awful! After dismissing my wife’s interest in a right-handed ring with “Oh we don’t have much of that,” she then explained that there were options all over the store. Huh?
She suggested we look around, and then turned away from us. I’m ready to walk but my wife starts admiring the rings. Thirty years of marriage to this woman taught me, stay put for now!
As we shopped not one employee (12 to 1 ratio/customers) made eye contact or spoke. When we walked by our clerk, ten minutes later, without any further offer to help she said, “Getting cross-eyed yet!?” I could think of a thousand better things to say.
She blew an opportunity. The jeweler lost out. We left and bought a competitor’s ring.
Now here’s my point—high unemployment and economic turbulence brings reduced customer opportunity for virtually everything. Here are some ways to maximize customer opportunities:
- Put your best people on opportunities. If you’re in retail, get your best sales clerks out there. If you’re in a service business put your best technician or customer care person on it. Selling something? Put your best salesperson in front of that customer.
- If you don’t have enough “best employees” build your bench strength with better hiring and ongoing training.
- Measure. Closely monitor your employee’s performance with customers (secret shoppers, surveys, etc.) and get personally involved in coaching your people to consistent excellence.
- Don’t allow employees to treat customer inquiries apathetically. Correction followed by instruction works.
- Reward, encourage praise. You get people to repeat something good by expressing meaningful appreciation.
One final note on the jewelry store, we’ve spent considerable money there in the past—and had always received solid service. Unfortunately however, our future business is in jeopardy, maybe forever.
With so many customer options today (online, in-store…) the manager’s role in protecting opportunity is critical.
One Response to “Maximize Customer Opportunity!”
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I had a related experience today on the phone. Calling to order a product, I informed the customer service rep (I’m using the term very loosely) of my intent to place an order. He replied with, “What do you want?” As I explained my intent, he told me to “Find another product.” I questioned him, and at one point we were both speaking at the same time. He asked, “Do you want to talk or listen?” I still feel my ire about his smart remark. I am amazed at the lack of courtesy, service, and support of this man and of many establishments I visit in person. Don’t businesses know that many people will cease shopping with them if poor customer service is given?