Shoppers are becoming more and more vocal about the state of customer service; or more precisely, the lack of it. They're not happy about their experiences in stores. Customers complain they are ignored, exposed to snotty or apathetic store associates, or taken for granted. These days you can no afford to take a single customer for granted. We know, that sounds remedial. What retailer would ever do that? Lots of them, apparently, because customers in focus groups bring it up all the time:
“Why do stores reward only new customers? The ads and coupons read ‘Valid for new customers only.’ What about me? I’ve been shopping in that store for years; I’d like a discount, too.” And “I’m a good customer, everyone in the store knows me, I’m here all the time. But sometimes, when I’m asking a question, or getting help on a project, a new customer will come in and the associate makes me wait while she helps the new guy. They never seem to ask a new customer to wait a moment, but they don’t hesitate to ask me.”
The closer we get to our customers, the more we think they’ll understand. The reality is there are times when loyal customers feel they’ve been taken advantage of. When this happens too often they just go away.
It costs up to five times more to attract new customers than it does to keep loyal customers happy, so make them a priority. Hold a store meeting to discuss the importance of loyal customers; encourage everyone to spend quality time with them. And ask for customer feedback on how you’re doing. Or better yet, take a tip from a retailer who shops other stores – all kinds of stores – with her customers. “You wouldn’t believe what I learn during these ‘field trips’. I even pick up ideas in stores that aren’t direct competitors. And the bond I build with my customers is unbreakable – because we’ve become a team.”
“Why do stores reward only new customers? The ads and coupons read ‘Valid for new customers only.’ What about me? I’ve been shopping in that store for years; I’d like a discount, too.” And “I’m a good customer, everyone in the store knows me, I’m here all the time. But sometimes, when I’m asking a question, or getting help on a project, a new customer will come in and the associate makes me wait while she helps the new guy. They never seem to ask a new customer to wait a moment, but they don’t hesitate to ask me.”
The closer we get to our customers, the more we think they’ll understand. The reality is there are times when loyal customers feel they’ve been taken advantage of. When this happens too often they just go away.
It costs up to five times more to attract new customers than it does to keep loyal customers happy, so make them a priority. Hold a store meeting to discuss the importance of loyal customers; encourage everyone to spend quality time with them. And ask for customer feedback on how you’re doing. Or better yet, take a tip from a retailer who shops other stores – all kinds of stores – with her customers. “You wouldn’t believe what I learn during these ‘field trips’. I even pick up ideas in stores that aren’t direct competitors. And the bond I build with my customers is unbreakable – because we’ve become a team.”
Drop us an e-mail and we'll send you a free copy of our "Cost of One Lost Customer" exercise. You'll be stunned at what a single unhappy customer can cost you in sales.
