Picture this…
You walk into a store that you know carries the brand new handbag you’ve been eyeing for several months. You’ve been saving up for it and today is the day you are going to buy it…
But, when you walk into the store, not only are you ignored when you ask for assistance, but you are essentially given an attitude by the sales associate and a sideways glance of “I can’t be bothered by you at all. Shoo.” Your heart sinks, because you really want that handbag now, but you also know that buying it in this store will leave a bitter taste for years to come.
You walk out and then you remember that the store across town carries it too and you head there immediately.
When you walk into the store across town, you are immediately greeted by a friendly and helpful sales associate and this puts you immediately at ease. You tell the sales associate about your experience across town and that you have been saving up for the handbag and ready to buy it today. Not only does the sales associate reassure you by listening to what you have to say, she goes above and beyond by delivering the exact handbag you want and offers you a glass of champagne while you wait AND throws in a free wallet that goes perfectly with the handbag.
You leave satisfied and ecstatic because not only did you get exactly what you wanted, but you had such an amazing experience that you know you can’t wait to return again and again AND tell all your friends about them.
So what does this show you as a business owner?
People have the money to buy what you’re offering and people are willing to spend, but if you are delivering mediocre to subpar customer service, the likelihood of customers returning to buy more from you (or anything at all initially) are pretty slim unless you are literally the only thing available for hundreds of miles — even then they may not buy from you because shopping online is the easiest thing on the planet to do these days, so why show up to a store that is less than a pleasant experience?
You and your team have the ability, and it’s in your best interest, to create an environment that makes people want to be there and buy from you — not just buy from you. The more personalized and connected your service is, the more likely you are to have satisfied AND returning customers.
Do the right thing, and deliver amazing customer service always.
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