Adventures in Customer Service - A Retail Company

Introduction
Our first installment described a less than positive experience with a Communications Company. This time we will discuss a retail company that has both a brick-n-mortar and web store presence, with our adventure focusing on the brick-n-mortar. As a reminder, these are anecdotal accounts of real-life customer service experiences which I, or others close to me, have experienced. 

Here's the second one: Adventures in Customer Service - A Retail Company.

Goal
Gain assistance with identifying and purchasing items for a trip

Background
Shopping - an activity I approach with dread especially when for myself and when it requires leaving the comfort of my home office. I do like the high "failure" rate especially after all the time that is spent. Unfortunately, this go round, in person was necessary as well as the most expedient way to complete the task at hand.

Process
For most in-person shopping experiences I call on the "the shopping masters" that I know for help. The "success" rate with them is far greater than without them and usually includes a meal and great conversation. Unfortunately, this time I was on my own. While the shopping masters offered great advice and suggestions, our schedules conflicted. I was on my own.

I hit the first store with loads of fake enthusiasm, steeling myself for disappointment. I was pleasantly surprised. Things turned out not so bad, I'd picked up three of the needed items. I approached the second store with a little less fake enthusiasm replaced with a bit of a high from the last experience.

I walked into the store, headed to the appropriate department and panic set in. I didn't know where to start. It must have been obvious since, a kind lady named Lupe, approached and asked if she could assist me. After explaining the items I needed, I was directed to the dressing rooms to wait while those items were gathered for me to try on. I liked that - no searching through rack upon rack of clothing. Unfortunately, that also meant a witness to my impending failure.

A few minutes later, Lupe, walks in with several items - some specific to my request and others as suggestions based on what I'd said about the intended use. After the very first article of clothing, Lupe, shakes her head and says, "You are wearing the wrong size, let me get you something else". I was a little surprised since I'd taken measurements and checked size charts online. Nevertheless, Lupe was correct. She came back with a different size, more appropriate size.

Result
SSuccess! After an hour, I left with the items I needed and more. Lupe had upped my shopping success factor. I was amazed and appreciative of the time and patience with which Lupe spent helping me. She showed me how to achieve the same success on my own and suggested items that I might want to add at a later time.

Lessons Learned
Aside from just being a somewhat humorous anecdote I learned that there are some true customer focused service representatives who not only have the willingness but also know the products they sell.

Note I said, "Know the products that they sell." In the quest to save money, companies forgot that customers need help that’s why we come to them. While we can do an internet search on nearly everything, it is not the same as receiving help from an “expert”. Someone’s job it is to know that one brand may run smaller than the other despite the size stamped on the label. Lupe is apart of a rare company that remembers the importance of providing quality customer service. It is less about the up-sale and more about the building of a relationship that results in repeat business. Much like the focus has changed from the long-term profit view to short-term, quarterly profit view; customer service took on a short-term view. How much can we get from each customer right now?

It doesn’t take much. Think about how the mom-and-pop shops work, how they built loyalty among their customers. Apply that to your business. Age doesn’t matter, your most senior and your most junior associates can do it. You want the customers to have a positive experience on their first, twentieth and hundredth visit. It doesn’t take much; the three B’s get you started.

• Be genuine.
• Be courteous.
• Be knowledgeable.

Bonus
Shortly after my experience with Lupe, I had an equally positive and success trip to another store. This time it was Alexandra who helped me. She patiently listened to what I thought I needed and much like Lupe walked me through today’s needs as well as tomorrow’s. Despite the fact I didn’t purchase all of the items we discussed I did get a couple I had not planned on due to our conversation. I left the store with a list of future items and immediately dialed a friend to tell her my new products and the help I received from Alexandra. I am already thinking about my next trip. Oh and remember what I said about the most senior and the most junior associates? I experienced both ends of the spectrum with equal success.