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25 Key Factors Impacting World-Class Customer Service in your Independent Grocery Fresh Produce Department (Part 2)

2/11/2014

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I have divided this segment into a number of individual blog posts..Stay tuned for more ideas and links below:
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6. Break Down Department Walls  (Figuratively)

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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 

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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.

8. Special Orders 

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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

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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:

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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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25 Key Factors Impacting World-Class Customer Service in your Independent Grocery Fresh Produce Department (Part 1)

2/10/2014

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Over the next few weeks I'll write a series of posts on this topic.  Stay tuned for future posts.
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Retailers to produce clerks tend to box customer service into particular facets, but customer service has many faces beyond a smile and answering questions.   The fresh produce department is ripe for great service because of the diverse list of commodities from fresh greens to specialty fruits.  I present the list of ideas below to help brainstorm on how we can make the buyer's experience in our stores more enjoyable and successful.  I was once told that a customer could buy the best cut and grade of meat on the market, but if they don't know how to prepare it properly at home they may conclude we have poor offerings.  Consider how these factors are limiting or accentuating your commitment to service this upcoming year. 

1. A Written Quality / Fresh Guarantee

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Standing behind your commitment to freshness is a first step in customer service.  Through messaging in weekly ads and in-store signage customers can rest assured you will replace or refund their money if they run into a problem.  Many retailers are fickle assuming they will be taken advantage of.  Others realize the small actual cost of these individuals will be offset by the goodwill extended to everyone else.  I recommend a program like this. However, employees, cashiers, and front end staff must be in tuned and trained to implement correctly.  Further ideas will follow as we discuss the element of employee empowerment.
Image Source: http://www.bi-lo.com/about/our-guarantee/

2. Product Identification 

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 A leading opportunity for passive and active customer service involves product identification.   Consider this idea from multiple perspectives.  Cashiers must understand and have resources readily available for proper commodity identification on the front end to properly charge and price the item.  When I was a kid my mother was always insistent my brother and I were not distracting during the check-out process so she could keep her eyes peeled on the customer facing pricing screen on the POS system.  

The Visual Encyclopedia or similar books can be a useful tool in fresh produce departments for produce clerks, customers, and front-end employees.
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Photo Source: http://www.qa-international.com/books/visual-food-encyclopedia.php
She knew that items were commonly mis-rung and it was a tremendous pain and inconvenience to have the issue fixed.  
Employees must visually be able to identify products and cases of products in the cooler for efficient department filling as well as communication with customers.  Many unique produce offerings may be confusing if a guest has never purchased it before.  Many times a specialty item will appear on a new recipe.  Employees will need to quickly and efficiently take shoppers to the location on the wet rack or tropical fruit display and help them find the proper item
Customers should be able to easily locate and identify items with and without the help of on-site employees using proper signage.  For challenging items image photos aid the process.

3. Explanatory Signage

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Signage can help customers find their way, learn about products, identify items, and understand their cost.  Every independent and chain retailer must specify a sign kit or system that fits within their brand standards and look and feel of their department.  While the photo to the left features an image and nutritional information I am not equating these to best in class, simply providing an example.

Photo Source: http://www.photosigninc.com/photosign-accessories.php

4. Greeting Guests

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If I never said hello to my wife, we probably wouldn't have gotten married.  Some of the best retailers have written policies on how employees will be expected to interact with shoppers.  Many suggest every person they meet eye contact with, or come within 10 feet of must be addressed or acknowledged.  This model reminds employees they are only there because of the money their customers are spending.  A customer-centric organization simply must be genuine.  One way to start, is to hire quality friendly out-going people.  Consider how many grouches are on your team.  Deal with operational, employee satisfaction, or management issues getting in the way of a smile.  Care about your employees and understand they may have challenges or worries going on at home, but encourage them to check the attitude or stress at the door and to do their best while working the sales floor. 

5. Guiding Guests to Locations 

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Have you ever asked for directions to an item you were looking to buy?  Many employees point aimlessly or mumble turn left then right in the back of the store by the canned goods.  We all know this is about as helpful as someone slowing you down while going on a wild goose chase.  Consider a mandatory policy in your store for employees to engage with customers when asked for where an item is located.  This provides a one-on-one opportunity to service the customer and build a conversation while en-route.  Employees can easily ask if they've every paired the item with another logical product, or if they've ever cooked it before.  This idea demonstrates a value for the customer and a respect for their time and business.  Consider how your customer service expectations are impacting your overall business.

Stay tuned for more best in class fresh produce department customers service ideas for independent retailers.
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    Food Merchandising Blog: Ideas & Tips to Help you Grow Your Food Market

    Jonathan Raduns

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    Retail Food  Merchandising Consultant. Some Espresso & a stroll through a Farmers Market and I'm happy. My thoughts on the display of food.

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