There is a not so subtle difference between a guest and a customer. Disney refers to their customers guests, Nordstrom does, too. Both of these companies are well know for legendary customer care. So, does a name make the customer experience better? Yes, because it represents the first step in a culture that permeates throughout the business.If you invited a friend to your home, you wouldn’t ignore them once they were inside; you’d be glad to see them and they’d know it. Customers are the same way. When you open for business you are inviting people to your store. Doesn’t it make sense to make them feel welcome?
We’re all familiar with the Wal-Mart Greeter, the person at the front door who says hello and offers guests a shopping cart or circular. But the Greeters job is much more important than that. That simple welcoming gesture lets shoppers know right away that Wal-Mart is happy to see them.
The greeter is not unique to Wal-Mart. At Build-a-Bear Workshops a Bear Builder™ associate greets guests and tells them about the stuffed friend he or she is carrying. Associates at Krispy Kreme look up from what they’re doing to smile at guests who enter the store. And if you’re lucky you’re likely to meet an associate on the floor who’ll offer you a warm doughnut to eat while you wait to place your order. You know our motto: Food is Good! Ghirardelli Chocolates in Las Vegas greets guests with a warm welcome and chocolate squares.
A greeter in your store makes sense on days when the store is really busy, but when it’s not, you can still make guests feel welcome. Adopt our “7-Tile Rule”: Whenever anyone in the store – sales associate, stock person, truck driver or CEO comes within seven floor tiles – that’s 7’ – of a guest they must personally acknowledge that guest. Engage your guests in conversation or look them in the eye, smile and nod; whatever makes sense at the time is okay as long as every single guest is acknowledged.
You really want to make this a priority? Tell your team that if they catch you ignoring a guest, lunch time pizzas are on you. Every Saturday for an entire month.
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