You won't find sincerity on a checklist

During a recent visit to a local shopping centre, I had two exchanges which, for me, highlighted the difference between genuine customer service and working to a script.

Store A: "If that's not the right size, you can bring it back and exchange it."
Store B: "Were you after anything in particular?"

In each case it was the first communication with a staff member and in each case I walked out having formed an opinion on that business.

I had visited Store A to purchase a replacement saucepan lid, which I had spotted on a previous visit. The offer to exchange it if not suitable was made whilst I was paying, and came unsolicited. Though only spending $4, that staff member wanted to make sure I was happy with my purchase. It was a great, and very simple, piece of customer service, which also acted as an invitation to return. I walked out of that store feeling they valued their customers and knowing that if I had a problem, they'd be prepared to help solve it. They have now become a destination store for me. 

The exchange at Store B, the next store I walked in to, came from nowhere. When I say "nowhere", I mean it was made to my back. It was only when I looked around that I saw a staff member there. Who likes being talked at? I know I don't. Nor did I like being called "sweetie", as it's a level of familiarity which I find inappropriate. [Unless you've built up a suitable level of rapport with a customer - or are River Song - don't do it. Just don't.] What impression did I take away of that store? That they have a great range, but the staff are going through the motions and don't care whether I visit or not. Which, when you have three stores within a matter of metres selling similar product, is not a sensible approach to building your business.

Last week I spoke of the importance of communication and the skills involved in listening, which speaks to the nature of customer service checklists: they're meaningless unless backed up with a genuine desire to provide great customer service.  

Whilst setting customer service standards is admirable, it's only the starting point. 


You need the right people. 

This mean people who like people. As obvious as this sounds, there are countless sales assistants (and business owners) out there who don't. We've all come across them and the experience is invariably less than impressive. If you don't like people, you shouldn't be in retail.

Help your staff develop their customer service skills. 

Telling them what's required and why is only the beginning. This needs to be reinforced by showing them what's expected, giving them feedback when they fall short and showing them how to do better next time, and helping them to understand their customers' needs. Great customer service is a skill, requiring practice and ongoing development. 

Value the little things.

I love visiting stores and discussing all things retail. After a recent visit to a store in regional Victoria (the very fine Foster's Little Bookshop) I received an email from the owner, in which a very good point was made: the small things may not be at the front of a customer's conscious thought, but when they're not there, customers notice. 

What sort of things am I talking about? Stepping out from behind the counter to hand over the purchase; opening the door for a customer; offering to put an item aside or mail it out if a customer can't come in; letting the customer know they can exchange the item if it's not suitable...

It's the thought and care behind the little things which speaks to the sincerity of the service provided and which is appreciated by customers.

All this said, don't be put off establishing some basic customer service standards. It's important to let your staff know what your values are what's expected of them. However, appreciate that if all you're doing is providing a checklist, then you're only paying lip service to those values. Whether you want your staff to be warm bodies who do what they have to, or skilled assistants, is up to you. As with all things, you get out what you put in.

Does your store have defined customer service standards in place and, if so, how are they used? I'd love to hear from you.

The art of listening

I was in a kitchenware store recently when I overheard the following exchange:

Customer: Are these the biggest teapots you have?
Assistant:  We have more over there, but they're not spotted.
Customer: Are they bigger?
Assistant:  No.

I suspect the sales assistant didn't understand why the customer left looking unimpressed. But such is the nature of actively listening: very few do it and those that don't leave a trail of unhappy people in their wake and never understand why.

Whilst the example above is particularly obvious, I'm sure we've all been guilty of not listening at one time or other. I know I have. I can still remember the customer who came into my bookstore holding a newspaper clipping. "I read this review in the newspaper at the weekend..." she said to me. "Ah, say no more", I responded, whizzing off to the shelf to get the book. When I returned with it, looking very pleased with myself, the customer finally had the chance to say "it was the second volume I was after". Of course, if I had simply let her finish what she was saying, it would have saved us both time and I would have looked a darn sight more professional. 

So, what is active listening, and why do so few people do it? Active listening is about understanding and not just hearing. Gaining understanding of what people are telling you requires a set of habits which people can often find difficult to practice.

There are four key elements to active listening, and the first is also the most difficult - keeping an open mind. Unless you're a machine, you will have attitudes and assumptions that have developed over time; these must be set aside if you're to listen to what is being said, rather than what you think is being said. 

Active listening also takes time. Try to rush it, and you're going to miss cues, as well as make your customer feel they're being a nuisance to you. Whilst the various demands on your time can make this difficult, it's the exception which should prove the rule. 

You communicate a great deal through your body language, so use body language which will encourage open discussion and show your interest in what is being said. Face the person you're speaking with and maintain eye contact. Nod your head to acknowledge understanding. Smile. 

If you're not sure you understand what is being said, ask questions. Open questions are best for drawing out information and engaging in discussion. However, there are times when closed questions are needed to help clarify precisely what's being discussed. Reflective questions are also very useful, as they summarise the discussion to check understanding. They also show the customer you've been listening to what they have said. 

In summary, to actively listen, you need to:

• Keep an open mind
• Take time to listen
• Use appropriate body language
• Interact and ask questions

Is any of this ground breaking? Not really. Does it take a conscious effort to do? Absolutely. For it to become habit it first needs to be a practiced consistently. Consistency is a difficult thing to achieve, but well worth the effort. 

It's probably already struck you that active listening isn't just about customer service and selling. It's invaluable in all relationships and interactions, whether it's your staff, the person who services your car, family members, your suppliers or anyone else. If you're not actively listening, you don't know what you're missing.

As ever, if you have any questions, comments or feedback, I love to hear it.

You don't have to be on Facebook

That probably sounds an odd statement to make, right. After all, in this day and age, when social media is ubiquitous, having a presence on Facebook and Twitter is a given for any business wanting to connect with their customers. 
Well, yes and no. 
It's a terrific tool which allows you to engage with your customers in an informal and inclusive way...if you approach it in a professional manner. Because there's the rub: that it's informal doesn't mean you should approach it casually. 

What sort of things have me ready to click on "Unlike" or "Unfollow"?

Carelessness
As irritating as it might be, the old saying "retail is detail" has never been more true. I've spoken previously about the importance of merchandising and housekeeping; your social media presence is an extension of that. Incorrect set up (if your business has a Facebook Profile rather than a Page, then I'm talking to you), misspelling, missing information, not updating information...you get the picture. As retailers, we know we're judged on how we present ourselves and our stores, however unconsciously it may be done. Social media is simple another way of doing that.

Tumbleweeds
Social media is about engagement, so you need to engage; simply setting up a presence isn't enough. 
Post regularly and keep it relevant. Monitor interactions with your account. If people are engaging with you, then acknowledge that, and do it in a timely manner. Check your accounts once a day at the very least. Remember that by setting up a social media account, you're encouraging engagement with your customers; don't be careless with it when they do just that.

If anyone's going to be entertained, it should be your customers
I don't want to know if you're playing Farmville, or have had a great night out with your buddies, yet this is the sort of thing I've seen from businesses I have followed. Save that for your personal accounts, because I really don't want to be reminded that you'd rather be doing something else.

Don't spam me
Are your posts about selling, such as promoting your catalogue or current sale items? Do you use supplier promotional copy and press releases? Do you do these things almost exclusively? If so, you're spamming me. 
If I want promotional material, I'll go to your website or sign up for your catalogue. If I follow you on Twitter or Like you on Facebook, it's because I want to know more about your business and your team, so charm me. 
Post things which are interesting and relevant, and I'll be happy to read the occasional sales message. Make selling all you do and I'll run a mile.

What sort of things engage me?

Discovery and surprise
You know your business and product better than I do, so tell me things I don't know, or may not have discovered. It may be an article, video, website, or just a snippet of information. As long as it's relevant, you're on the right track. Avoid anything ubiquitous - you don't want to look as though you're late to the party!

Personalise it
If you care about what you do, that's your story. If you have a great team, that's your story. If you engage with your local community, that's your story. Share your story with me. If you're sincere and inclusive, it's difficult to resist.

Fun and whimsy
Finding your voice can take a little time, but it's worth the effort. If you can make me smile, I'll hardly even notice when you're selling to me.

Acknowledge me
That business which didn't respond to my post on their Facebook page about updating their address? I won't be seeking out their new location. The company which took three days to respond to my tweet praising some exceptional customer service in one of their stores? So much good work undone. 
However, the person who sent me a private message within an hour of a Facebook post about problems with ordering, you did your organisation proud. 


There's still a lot of fear and confusion around social media, but looking back on my comments it surprises me how much of it relates to good customer service and good housekeeping. Which shouldn't be a surprise at all, because everything a retailer does should be about their customers.
It's about the 5Ps, and again this should come as no surprise. Spend a little time setting parameters, such as who's responsible for the site and the sort of things you'll post and how often. Also do some research on what's out there and who does it well and why - as well as who does it badly and why - and you're setting yourself up for success.

So now you know that when I say you don't have to be on Facebook, it's not that I consider it unimportant, but rather that if you're going to do it in a half hearted way, you're probably better off not doing it at all.

Who do you think does social media well? Have you picked up tips from other businesses and, if so, how have they worked for you? I'd love to hear your feedback.

Good customer service is also good security

Do you know what your store's shrinkage level is? If the answer is No, you're not alone. Which is a pity, because not only does shrinkage have a direct impact on the viability of a business, but it can also be managed through staff behaviour. 

Knowing the extent of the problem (if you're in retail, you're going to have theft - it's just a question of degree) and the areas most affected allows you to adapt and make changes to minimise your loss. 

If you don't have the numbers or breakdown, don't worry, there are basic things you can do that not only make your business less attractive to thieves, but also more attractive to customers. 

What to look out for

You can't spot a potential thief by the way they dress or behave. People steal for all sorts of reasons and all sorts of people steal. There are, however, certain types of behaviour which should raise a flag:

• Nervousness;
• Loitering or monitoring surrounds. If they're less interested in your product than in the layout of your store or what your staff are doing, they may not be there to shop;
• One member of a group of people keeping you occupied and unable to monitor the others;
• Wearing unseasonal clothing, such as coats or heavy jackets in warm weather, or carrying them in cold weather (useful for hiding your stock);
• Placing personal items on top of merchandise in a way which obscures it.

You should also look out for:

• Large bags, backpacks, prams etc, which can be used to conceal merchandise;
• Piles of stock where they don't belong;
• Price stickers or security tags beneath or behind shelves

It's worth mentioning that whilst someone may display one or more of these behaviours, it doesn't mean they will try to steal from you. They may be acting oddly because...well...they're odd. It happens. Use this information as a tool, the way you would any other.

What you can do about it

If you're beginning to feel a little overwhelmed and vulnerable, know that there are some simple things you can do to make your business less attractive to thieves. 

• Greet everyone who enters your store. Thieves like to remain anonymous and prefer not to run the risk of being recognised;
• Be unpredictable. Thieves love predictability, so counter bound staff are a gift. Get out from behind the counter, walk the floor, take different paths (if possible) when travelling between counter/office/backroom/toilet etc;
• Keep fields of vision as clear as possible. Tall shelving and display stands can act as cover for thieves;
• Dark corners and poor lighting are also a shoplifter's friend. Keep your store appropriately lit and have good visibility in all areas;
• Keep non sales areas secure by having locks and/or alarms on doors - and using them! Thieves will take advantage of any opportunity, which includes nipping into the back room and rifling through drawers and personal possessions;
• Good housekeeping and tidy shelves make it easier to spot merchandise which has been moved;
• Keep expensive or targeted items near the counter where they can best be monitored. Alternatively, consider a lockable cabinet;
• Make it easy to summon assistance by having a bell or some other form of alert at the counter;
• Farewell people as they leave your store. For some opportunist thieves, this simple act is a strong deterrent.

As you can see, there's little here which isn't also about customer service, whether it's acknowledging the customer, creating a welcoming environment or being on the shop floor where they're most likely to need assistance, rather than behind the counter. 

Best of all, it will cost you nothing.

So, if you think addressing store theft is too hard, think again. Some of the easiest - and most effective - steps you can take not only cost you nothing to implement, but are also good for sales. What's not to like about that?

And remember, good customer service is also good security.