Last month Rick Segel posted a blog entry called "Customer Service: Isn't it the Little Things That Matter?" In it, he explains how the manner in which a customer is treated trumps his or her service expectations. It is the "human part" of a business transaction, Segel writes, "that creates delighted customers, raving fans, and the coveted word of mouth advertising we all seek."
Segel is a former retailer, well-known speaker on retail matters, and the author of several books on the subject. He's a guy who's been-there-done-that and knows how it should be done. It's his belief that "service is selling and selling is service." But he points out that "it's difficult for any of us to buy from someone we don't like or respect'; that it's essential to make your customers feel important.
Customer service is also the topic of my editorial in the current issue of Gifts and Tablewares, which went live on our website this afternoon and should be landing in your mail boxes shortly. In it, I list the four small things I would like to experience in stores this coming holiday season. They aren't big things but collectively they would make me feel good about spending my money.
There's no doubt that customer service is important year round but it takes on heightened significance during the holidays when too often poorly-trained seasonal staff collide with stressed out shoppers. So now is the time to sit down with your salespeople and have the customer service talk. Explain why it is essential to your business' success, and outline how you expect customer service to be delivered in your store. It'll make for a happier holiday season for all.
