Are You This Committed to Your Customers?

I have a letter in front of me that I want to share with you. It's from our health insurance company - not the first industry I think of when I hear "bending over backwards to serve your customers."

Please accept our apologies for any problems you may have experienced recently when purchasing your prescriptions. We're committed to handling all customer transactions properly, and it is very important to us to meet your expectations. Right now, we are working to resolve the service issues you may have experienced. [emphasis mine]

We want you to know you can count on us for better service in the future. Also, in appreciation for your business and your patience, we are giving you an $80.00 credit that you can use toward your next order...

That's a pretty significant piece of change to give away as a gesture of appreciation. But here's the kicker -- nothing had gone wrong with my order! It went smoothly as ever. I called on the phone, punched in some numbers, and next thing I knew, my medicine was in my mailbox.

This company had something go wrong, and rather than spend the time and money to chase down every possible legitimate complaint, they took this extraordinary step - just in case I had been one of the people affected.

Businesses pay a lot of lip service to how much we value our customers. Would you be willing to take this kind of risk - spending money you didn't have to spend - admitting to BIG mistakes of which most of your customers were not aware - just to let everyone who MAY have been affected know that the incident did not reflect the way you want to do business or the value you place on your customers?

How impressed am I with my insurance company today? A lot.

They just this indifferent customer into a very loyal client.

--- Bob Johnson, Corporate Sales Director

Bucking for Straight A's

I read a good article in MedEsthetics magazine by Stacey Burns about five "A's" to use for evaluating your retail environment. Their publication is targeted to the spa and personal care industry, but the principles apply to every store.

Is your retail environment accessible? Do your guests feel welcome? Can they come in, touch, smell, and experience the best of what you have to offer?

Is it adjustable? Can you adapt to changing merchandise, or are you locked in to one configuration or arrangement?

Is it authoritative? Do your signs and graphics tell your customers what they need to know about your merchandise, your store, your company? If your staff can' t help right away, does your store help guests to understand the value you offer?

Is it attention getting? Do your lighting and decor tell customers a story that they can't hear anywhere else? Do props, fixtures, and POP displays express your store's unique identity in a way that makes people want to know you better?

Is it appealing? In retail, the old cabinet-maker's maxim applies: "Perfect is good enough." Flawless displays create an image customers want to identify with. Dust, dents, and disordered shelves do a disservice to your merchandise and to your business.

In today's retail, the way shopping feels to your customer is as important as the cost and quality of the goods you are selling. You are not just building a store, your are creating an environment that will define you for your customers long after they are out the door.

Is your store making the grade?

--- Bob Johnson, Corporate Sales Director