Listen Carefully and Demonstrate Change to Client Feedback

In this day and age, it's sad to admit that most customers are thoroughly disappointed with the level of service that most retailers offer. In a short sighted effort to reduce costs, most have eliminated training and adequate floor coverage leaving most customers to fend for themselves, even when making high ticket purchases.

Amongst a backdrop of poorly trained sales associates and pathetic service levels, the small retailer who can appreciate the return on investment of delivering great customer service has a phenomenal opportunity in our New Economy. Well trained, seasoned staff that can professionally handle your customers will differentiate your store more than ever in these challenging times.

In today's world of mainstream retail, most customers have just given up complaining. They'll go elsewhere looking for that elusive store that is receptive to their comments and recommendations. They're sick of the "tell someone who cares" attitude or being cut off as they talk with the standard "We know all this. There's nothing we can do about it" canned response.

Customers who can offer feedback to your store and see constructive change will be loyal for life if you treat them with the respect they deserve. Why is complaining so relevant to customers today? It's because most places just don't want to hear their complaints and will not introduce any positive change anyway. Moreover, most retailers make it difficult to complain, return or exchange purchases. Recently, I went to the return counter of a large Canadian retailer to see about exchanging or repairing a belt/disc sander that was not working because the drive belt snapped. The two dollar part rendered the machine useless and the person at the counter basically told me I was out of luck. No idea how to get a belt and we won't swap it for a new one. While this painful ordeal transpired, a woman was trying to return a rice cooker. She had used it once and was not happy with it. As you can already guess, they sent her packing. It's a small wonder people won't complain any more; they'll just move on to another retailer every time. Just think how many choices there are for the purchase of a rice cooker!

Do customers rarely or never complain in your store? Think that you're doing a great job in their eyes? Maybe not! Remember that many have just given up complaining based on too many bad or futile experiences. How do you get an accurate picture of their attitudes towards your store?

1. Ask them on the floor, on an individual basis how your store is doing in their opinion. Listen sincerely and intently, and take notes if needed. Get their phone number and promise to get back to them if a complaint or recommendation cannot be resolved on the spot.

2. Invoke positive change based on customer feedback and let them know it. If you've changed pricing, product line, store hours or even the size of your signs, let the customers know that you are listening and that their comments do make a difference in your store.

3. Empower employees within preset parameters to handle complaints swiftly whenever possible. Complaints that can be resolved while the customer is present can remove the feeling of bureaucracy and encourage them to offer feedback in the future.

Take Action Today:

1. Talk to all employees about the importance of customer feedback whether good or bad. Train them to solicit feedback frequently and how to listen with sincerity. Conduct role playing in your staff meetings and practice.

2. Conduct formal customer surveys every four months and ask pointed questions from both customers who buy and those that do not.

3. Always implement positive change where possible and advise customers about the improvements. Encourage customers to complain!

Footnote: Some progressive retailers are so passionate about hearing customer complaints that they automatically issue a $5 gift certificate to customers who voice their concerns! When conducting formal customer surveys always reward them for their participation with a gift or gift certificate.

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