Recently, I did several secret shopper visits in two small towns in the Midwest. I was expecting to experience exceptional customer service – the kind of service that just makes you think, “Wow! I wish I lived here.” Unfortunately, my compared experiences of the two towns conflicted greatly.
Real World Story: In the first town, population 13,700, I visited nine businesses. I was treated well in one of the nine. (The next day, however, I discovered that the woman who helped and treated me well knew I was a secret shopper!) As a result of my secret shopping, I noticed that the common denominator in the bad service of the remaining eight stores was the obvious and overt lack of acknowledgement. In six of the nine, I stood in one place or walked around looking for someone to help me. In most of my visits, an employee would make eye contact, but would not smile or say a word. I felt my business was not needed and that I was not very important. I was made to believe that I was bothering them. In one store, two clerks kept talking to each other after I entered. When one of the clerks finally acknowledged me and asked if I needed help, the second clerk looked disturbed. The first clerk waited a few minutes then said to her colleague, “As I was saying…,” and continued her personal conversation. I left without saying a word.
When I later walked into a sandwich shop, I noticed four employees behind the counter and one at the cash register helping a customer. Although several of the employees behind the counter looked at me, not one said a word to me – including the employee behind the cash register. As the minutes ticked by, I grew extremely frustrated and anxious. It made me wonder, “Should I sit down? Should I order somewhere else? Am I standing in the wrong place?” Finally, the customer at the register left and the employee looked at me and asked how she could help. Although she was pleasant with me, it was too late. I already had a bad impression and had no intention of returning.
In the second town, population 3600, just 21 miles away from the first town, the service I experienced was COMPLETELY different. I again visited nine stores, but I was acknowledged in all of them the second I walked in – either with a smile, eye contact, or a hello. In one store, after an employee asked if I was a visitor to her town, she offered me a complimentary wine slushy! What? Drink a beverage while I shopped? Was that allowed? (In the previous town, I was told in one store to put down my coffee on the front counter while I looked around – it was a thrift store!) Every store in the second town made me feel special – like I was a welcomed addition to their community.
Two different towns. Two different impressions. One basic principle:
It is a basic need to have human connection, and it doesn’t take much time to establish that connection with your business. When people feel like they make a difference, like they are important, they are more likely to associate positive feelings with your business. When customers have positive feelings about you, they will return, they will tell others, and price becomes less of an issue. And isn’t that what we want, to have loyal customers who don’t argue about price and who tell others about our businesses?
Strategies that Turn it Around:
How to make customers feel important:
- Within the first 10 seconds of a customer entering your establishment, acknowledge them. (This could be a simple smile, eye contact, or simply say “Hello” – something.)
- If you are already with a customer, a quick glance at an incoming customer, with good eye contact and a smile, go a long way.
- After the customer has browsed for a minute, ask, “May I help you find something?” The shopper who wants to be left alone will say, “NO.” The customer who wants a deeper connection will say, “Yes.”
- When the customer says Yes (to #3), here’s your chance to really make a great impression. Practice your listening skills and over-deliver.
Remember: All human beings need to be liked and appreciated. A smile from another person or a word of acceptance can go a long way in creating positive feeling about you AND your business. AND it just may brighten their day – especially if they’ve just had a wine slushy.
What do YOU do to acknowledge customers immediately? Please share your ideas in the comments section below.