In today's time, smart customers must be very prudent with whom and on what they spend their money. Retail competition is stiff, both online and brick-and-mortar. Shoppers should expect businesses to cater to them for the highly sought-after sale. It would seem that customer service would be the big X-factor to get consumers to spend their precious money at retail checkouts.
Customer service expert Bob Phibbs, CEO of The Retail Doctor and merchant adviser to American Express, believes we can make the world a better place by improving the skills of the people working in retail.
Phibbs said there are the seven things a smart customer should look for in a business:
- You can see into the business from the outside. The windows aren't plastered with promotional signs. Smart businesses want you to come in and shop. They don't try to fill up their windows with everything they carry. They trust that their employees and displays will do the work.
- Once inside, you receive a friendly greeting within 15 seconds of entering the store. If you want good service, you probably just want someone to notice you, not stalk you, not ask what you're looking for. Just a simple "good morning" can be all it takes to let you know they care about their customers and are not just a warehouse of products.
- The store is clean, well-lit and laid out well, with areas of discovery, rather than stacks of merchandise that overwhelm. Too many choices tire shoppers. Smart shoppers look for curated goods. Think good, better and best.
- There are adequate employees helping customers on the floor, not hiding behind the counter. People shop because they are hopeful about the future. They want a human experience where they can decide how much help they require without having to hunt for someone in a vest to answer questions.
- The employees are well trained and curious about the customer, not trying to point them something they ask for. You go to a brick and mortar business for a complete experience. While you can find out a lot online, most people still want to see and feel the product as well as interact with knowledgeable salespeople.
- A social commitment to giving back to the community. Doing good is baked into many newer businesses because customers want to support those who are doing good things in the world with their profits.
- A full-featured website that helps customers looking for solutions -- not just products and prices -- shows the commitment the business has to providing a complete solution, not just a single product.
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