Let’s get straight into it because this advice is so simple and so impactful that you don’t need to be convinced:
1. Making it easy for people to shop with you, means making it easy for people to be happy.
Have an open, easy to understand and no strings attached return AND exchange policy. If a customer is unhappy, chances are a mistake was made along the way. Help correct that mistake and you will have a much more loyal customer base who is excited to support you and give you their business.
2. Every single person has customer service in their job title.
Help your team feel excited and empowered to make people enjoy spending money at your shop. People want to support small businesses, but they don’t want to sacrifice the benefits they get from bigger businesses. There should be no “buts” in your business.
3. Retail is one of the best places to learn life skills that translate to any part of life, professionally and personally.
Retail is such an incredible experience. Students, young people, and adults should feel proud to work in retail. But often, this is not the case. The problem is that employers don’t spend enough time helping young adults learn and understand how valuable this experience is. If they did, everyone would have a different retail experience.
4. Communicate. Communicate. Communicate.
You can never communicate too much. Follow up, don’t be afraid to ask how their experience was, how their new item is. Use the power and free access of social media and your website to make it easy for people to get in touch with you, get accurate and up to date information — and to spend more money with you.
5. Respond. We are not Ostriches.
When there is a problem or a complaint, respond and respond quickly and with the intention of fixing the situation. Sometimes fixing the situation just means listening, owning the mistake or problem and thanking the person for taking the time to give feedback. Only 4% of unhappy customers complain. So, for every four complaints you hear, you may have 100 unhappy customers who simply decided not to do business with you.
At the end of the day, this is all simple customer service. However, often, these simple customer service tenants aren’t followed because of fear. Small businesses fear being taken advantage of, fear losing margins/money, and fear dishonesty. And, of course, when your business is your livelihood, these kinds of fears are totally valid. That said, you have to weigh the pros and cons.
For example, there are risks to having a really open and easy return policy. However, it means consumers are more likely to make purchases because they don’t have to worry about changing their minds. If you make life easier for them, they are much more likely to think of you again and come to your store. However, one frustrating experience where they can only get a store credit or not easily exchange something — means they will have a negative thought every time they go by your shop. Part of minimizing returns and complaints is more communication up front and through the entire interaction. Be honest, transparent and give the customer what they really want – someone to trust and help them make an easy and good decision.
This means training your team on how to sell. It means making sure they understand your product and services and giving them the power and ability to deal with problems. Create a system, a simple formula, that helps them decide on the best way to handle a potentially negative situation. The faster it is defused and the more empowered your staff feel, the more likely they are to care for and respect your business. Negative interactions wear on your people too. They don’t like being yelled at or belittled, they would much rather have friendly interactions. So give them the tools and the power to create positive customer relationships!
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