Start a Customer Service War!

Walmart, Target, and Amazon.com have spent the last few weeks locked in an ever-escalating price war. Although consumers may be short-term winners in the price war, the long-term cost of selling products below cost will be high – impacting other retailers, authors, studios, and other companies associated with the products.

Forget price wars: I want to see a Customer Service war.  I want to see companies try to one-up each other over who can deliver the best service.  Instead of dropping prices by a penny, add another something you do for the customer.

Of course the big discounters will never do this because they don't really focus on service.  It's not their competitive advantage.  But it is the competitive advantage for specialty and independent stores. Shouldn't they be starting a Customer Service war?  As a matter of fact, shouldn't you be starting one every day?

To win the war you obviously have to be better and more consistent than the competition. Here are some things you might be able to declare:

• We warmly welcome every customer. We're happy you've come to our store and it shows.
• We treat customers like old friends.  Many of you are.
• We call customers by name and are happy when they know ours.
• We make our customers comfortable by sometimes serving drinks and snacks.
• We understand our customers needs and wants before we recommend products.
• We provide a great experience for the entire family, including the children. 
• We offer unique and interesting products at competitive prices.
• All of our employees are product experts.  More importantly, our employees are customer experts. You won't find a better staff anywhere.
• Our store is fun. One thing you'll always find in stock is a smile.
• We make shopping easy. The same holds true for returns and exchanges.
• We offer special touches that our competition doesn't.  This might include free seminars, free gift-wrapping, special delivery, charitable events, etc.
• Our checkout process is fast and efficient, but more important it's enjoyable.
• We're thankful for our customers and we prove it with thank you cards, follow-up calls, and invitations to future events.
• No matter how busy the store, our employees are able to work with multiple customers and still give individual service.  It's an art and we're good at it.
• We understand that we're not going to be a customer's only retailer but we'll do whatever it takes to be their favorite retailer.

I say let the big box stores duke it out over who can sell the farthest below cost.  That's a war that none of us can ever win and unless you're Walmart, Target or Amazon you'll be a big loser if you try.

Win the Customer Service war.  That's a war worth fighting.

So let me ask, would you win the Customer Service war in your area?  Isn't it time you declare war?

Doug

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Dynamic Experiences Group, LLC helps retailers and other companies improve their on-floor performance.

There are four ways we do that:

1. Work with organizations to deliver more engaging and profitable customer experiences.
2. Help managers and owners to become better leaders.
3. Coach owners and executives to improve their companies.
4. Present engaging and high-energy high-impact programs and keynotes to educate and motivate audiences.

Contact us to learn how we can help you transform your business or meetings.