I have divided this segment into a number of individual blog posts..Stay tuned for more ideas and links below:
6. Break Down Department Walls (Figuratively)
Focusing on teamwork and ownership within a store can build customer service. Have you ever been in a store where there seemed to be an invisible line between departments? When asked for assistance these sluggards spin you around two times and minimally point you in the general direction of the department they think the product might be in. I recently had a woman at Sur La Table, when asked a question pretend like she knew the answer about a high-end specialty coffee brewing system. She pointed out all the wonderful features that were completely obvious. Here's where you put the water.... When she was done, I stopped her and asked, "Is someone who knows what this thing really is available to help?" This mentality only wastes customer's time. Best practice for food retailers is to allow employees to visit other areas of the store to become acquainted where items are. Work together with other team members to solve problems, and don't limit yourself to a geographic location in the store. Customers problems rarely have the limitations of your department's domain.
7. Attentiveness
The attentiveness of employees to the needs of customers affects delivery of great customer service. During my time with Wegman's Food Markets fresh produce department we were coached to stay in tune with the customers surrounding our work area. It is very easy to become engrossed in filling products or facing shelves.
On occasion I notice employees who actively appear to be consciously dodging customers. They have that "criminal" look, like someone looking to not get caught. In this case, sadly, it's simply not get caught answering a simple question. It boils down to not doing one's job.
Other employees passively are unaware of their surroundings and neglect to respond to acknowledging or connecting with customers in a positive way. Whether complacent or ignorance, training and managing expectations can improve this customer service opportunity in your store.
On occasion I notice employees who actively appear to be consciously dodging customers. They have that "criminal" look, like someone looking to not get caught. In this case, sadly, it's simply not get caught answering a simple question. It boils down to not doing one's job.
Other employees passively are unaware of their surroundings and neglect to respond to acknowledging or connecting with customers in a positive way. Whether complacent or ignorance, training and managing expectations can improve this customer service opportunity in your store.
8. Special Orders
Within reason going the extra mile for customers may involve special orders. I have ordered Porcini mushrooms and stinging nettles in overnight for customers who have challenges finding these products elsewhere in the local market. After I left the company the customer contacted me and said they just simply couldn't get the attention I had given them after I left. They lost interest in visiting this particular store and eventually left. I maintained their phone numbers and called them regularly when certain items were available. They were exceedingly thankful. We build a friendship and good business relationship by meeting the customers needs.
9. Customer Education
Have you ever seen or tasted a North American Paw Paw? Probably not and neither have most people. However when many people learn about new items they become very interested. Many items in your produce department could easily be the topic of dinner conversation. Go out of your way to tell people about new exciting items. Teach them how to cook and eat them and you'll bridge a stronger relationship with your guests. Many items such as pomegranates can be intimidating but with a simple brochure, conversation, or using your in-store computer to print out some info from a trade association or grower shipper you can help your customers learn something new.
10. Tastings and Demos:
Well executed in-store demos connect friendly smiling faces to a brand product. The chance to try a product either in a formal demo session or casual tasting can be helpful. I always respect retailers who empower their employees to let customers taste any item right then and there on the sales floor. A produce knife and few minutes can really differentiate your team. Cut up a special pear or tropical fruit someone has inquired about and let them taste. Simply follow good hygienic practices. The best demos are more than a sample, they embody imagery, education, customer-service, "tell and story", and a deliver real-life experiences customers can connect with. Great demos are memorable and create reasons to buy again and again.
Check out Part 1 of this series here
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