Staff Can See the Familiar in a Fresh Way, Using Customers' Eyes

How often have you entered a store ...
• And seen two two clerks continue to chat about their personal matters instead of immediately turning to smile at you?

• To find that the specfiic order you called in several hours is not at the counter, ready for your quick pick-up and payment, because the clerk says she "got busy with other customers?"

• And asked the staff person for more information about one of the products in the store and had the staff person respond by saying she did not know, and not offer to find out?

When my client, The Gallup Poll, asked Americans, as part of a multi-client survey, what they most disliked about in-store customer service, the above situations were among the top pet peeves they described.

In a time-pressed culture, increasingly complex and option-rich culture, customers appreciate pro-active, informed and thoughtful problem-solving action in store staff, especially when those customers are considering the purchase of indulgences such as gourmet food. In fact, these qualities in motivated staff may be the most cost-effective methods for standing out from the increasing number of competitors you face, while avoidng costly price wars.

So many no-cost and low-cost staff behaviors can make all the difference in how a customer feels about your gourmet store. The devil is in the specifics because even the most well-intentioned staffer may unwittingly slight someone.

As Holly Stuhl, a customer service expert is fond of saying, "You never get bitten by an elephant. Its the mosquitoes that eat you alive." "Positive Outrageous Service" author T. Scott Gross, often speaks about how some staff get overwhelmed by the details, rather than considering first things first in prioritizing the next thing to do. In the restaurant business, Gross says that people would say "He's in the weeds."

Just as a cultural group may have commonly recognized rules of etiquette, your store staff can agree on the specific behaviors for what is to constitute "good manners" at your store, with each other and with customers.

If everyone in your store agrees to propose and abide by specific "Rules of Conduct," (ROC) then each staffer knows what is expected and can feel it is appropriate to speak up when a co-worker, including the owner or manager, is not abiding by them or is demonstrating outstanding customer service, accordiing to their "ROC".

For a brainstorming session with your staff to agree on your "Rules of Conduct" here's some suggestions to start off the discussion:

1. "Welcoming Smile"
Smile at each customer immediately as he enters the door. Their instinct will be to smile back. A year ago Safeway asked their clerks to smile at customers and some staff accused the company of trying to "enforce friendliness." Some women on staff even said that smiling encouraged some male customers to flirt with them. Hopefully your staff feels comfortable in their ability to smile as a gracious gesture of welcome.

2. "Agree on Your Greeting"
Rather than leave greeting to chance, consider various phrases you think are fitting for your kind of store and market area. Compare notes on what feels comfortable to say to demonstrate that you are willing to help if they need it. There is a fine line between greeting and overwhelming the customer. That way you can avoid opening phrases that don't rea to the purpose of their being in the store, such commenting on the weather. to engage the customer in conversation without overwhelming them.

3. "Sunshine Over the Phone"
The four most frequent complaints Americans have about talking clerks with whom they speak by phone are that ...
#1) they speak too fast
#2) they do not enunciate clearly
#3) they do not sound like they care,
#4) they don't propose ways to solve a problem but simply answer the questions they are asked.

Agree on the exact greeting and tone of voice for answering your store phone. Some people on staff may resist spending time on a seemingly obvious and small detail, but, like the first face customers see upon entering a store, the "faceless" voice over the phone is the "stain" or "sparkle" of first impression.

For example, you may simply agree to say warmly and clearly, without speed talking, "(name of store") (your name) speaking.
How may I help you?"
Ask each staff person to practice saying your agreed upon phone greetings and give candid feedback to each other about clarity, warm, loudness, tone and rate.
In a chain of Italian clothing stores, clerks are asked to listen to audiotapes of melodic, rich male and female voices, saying the greetings that the store owner believes most represents the signature style of the store.
Practice with each other until you are proud of what you hear.

4. "No Matter What"
No matter what else you are doing, from re-stocking a shelf to talking with another customer, pause to smile at the new customer entering the store to acknowledge their presence. It only takes a moment.

If you are with a customer when a new customer enter the store, still take a moment to smile and greet that new customer, perhaps saying "Hello. I'd be glad to help you right after we're done here." Research shows that people are more willing to wait for service if they feel that the moment they can see the clerk, the clerk makes direct eye contact and acknowledges their presence by a smile, nod and some greeting.

5. "Serve the Line"
Serve people in the order that they have asked for service.
If one customer interrupts you while you are serving another customer, be especially warm as you turn to the "interruptor" and say something like, "I look forward to helping you right after I'm fininshed assisting this customer. Thank you."

6. "Advance Orders"
Actively encourage your customers to place advance orders by phone, fax or e-mail, indicating what is adequate time for you to prepare the order in advance of their coming in. Even if people walk into the store as you are preparing that order,
greet the newcomers and explain that you are completing a prior order.

Tell them how long it will take and ask for their patience, because you will be with them next.

7. "My Gourmet Expert"
When people come into browse, ask them if they would like some suggestions for their particular situation. If they would like such assistance, ask sufficient questions so that you know something about the budget, the customer's feelings and needs for the situation and what kind of gourmet or other specialty items of other kinds they or their friends have used and liked in the past.

Seeing the big picture of how the customer sees the situation will help you advise them more specifically and thoughtfully.

8. "Specific Sampling Scripts "
Invite customers to participate, to offer advice and to learn.
Every action someone takes on behalf ofa prospective sale moves him closer to buying. Set a standard of always having something to sample, ask about, offer suggestions for or otherwise take action on.

For sampling, set the food to be sampled back on a staff counter area. That way the staff person can offer a sample to each customer and engage in conversation, perhaps asking a question or making an offer. Asking for advice starts a dialogue where the focus is on the product not on someone trying to get another person to buy.

You might ask:

• (While holding a platter of sausage slices with toothpicks and three bowls of various flavored mustards): Would you mind telling me which mustard you think goes best with our new smoked chicken and apple sausages?"

• "Do you think this cheese is soft enough to serve on the kind of crackers you use?"

• (Holding a platter with three bowls of slices of different kinds of cookies, with stand up cards in front of each with the names of the cookies on them):
Want to guess which one of these cookies is our best seller?"

9. "Would You like French Fries With That?"
Just as MacDonalds instructs their staff to suggest additional foo, such as drinks or fries with each order, you can establish a low-key and helpful standard for making suggestions of products that would go with each other for a meal, a gift or other special situation.

If in-store displays involve a combination of products for a timely occasion, staff will find it easier to refer to product combinations to buy as a bundle.

10. "Cross-Sell to Stand Out and to Sell More"
Let customers literally see a situation whereby they'd enjoy eating several of your products, as a natural extension of their lifestyle -- or the one to which they now want to become accustomed.

Set the scene to encourage a feeling of "entitlement", reinforcing in a customer's mind that he deserves to have special foods in his life. Consider using other "luxury" products and images to create each '"set." As a staff standard, agree that you will have at least one "Stage Set" a month of a display of a time-of-year or timeless situation, showing how your products can be used.

For example, from your local Lexus, Ferrari or other upscale car dealer, get a small poster of their car to stand as a backdrop for a display of "Car Emergency Kit" ingredients from your store. From a kitchen designer, get a photo of a kitchen she has designed, or a section of their granite counter top and a platter on which to display your "Friday night casual gathering of friends" snack foods.

In each "setting" you co-create with other business managers, ask they they display your food at their store or other space for a mutually agreed upon time, perhaps a week. Also agree on "staff scripts" and signage so that you have an accurate, gracious way to tell customers about each other's products and services.

11. Wear name tags
Encourage a warm interaction by enabling a customer to call you by name. Name tags do not have to be dorky, but can be an attractive, embroidered part of a shirt or blouce, with typeface and logos that reinforce the store image.

They also demonstrate some continuity in staff, and thus, perhaps some seasoned experience. You might even come up with helpful and/or playful titles to go with the names such as "Chocolate Connoisseur" or "Savories Selector" or "Romantic Snack Specialist" or "Eventful Food Advisor."

If, for some reason you keep a pet bird, dog or cat in the store, give the pet a name tag too.

12. Take Names
Ask permission of everyone who steps into your store to send them occasional information about specials, new products, gourmet food tips, events and more. Promise that you will not sell or trade this information and that they can ask to be off the list at any time.

To encourage them to sing up, make the sign-up cards attractive and easy to see in the store. Include nearby stand-up signs that describe at least three specific kinds of information your "Stay In the Know" clients can receive by singing up. Suggest that they can sign up online if they choose.

Ask them to choose how they want to be notified, encouraging them to consider e-mail or fax announcements as those are less costly for you.

Consider having optional check-off lists where they can choose the kinds of products they most want to learn more about.

Again, to make this practice successful, staff should create and practice the actual words or "scripts" to follow in making this offer to customers.

Once you've seen the customer write her name down, look at the name and address the person by name. If you are not sure of the pronunciation, ask for it.

13. "Always, Always Follow Up on a Complaint or a Compliment"
Show you care, and notice what customers are telling you in every opportunity you get, even those you'd prefer not to have. Set a policy for what to do if a customer indicates that she really doe or does not like a product.

Can he return a product, even if opened?
Does he need a receipt to prove he bought it from you?
What is your specific promise of quality?
What do you commit to offering to remedy a difficult situation?
Set guidelines that all staff understand, before the disatisfied customer voices the complaint.

If a customer complains about any aspect of one of your products or service, immediately acknowledge that they have a concern, rather than contesting the comments. At a staff meeting, role play recent difficult situations so you can literally act out and agree on appropriate kinds of responses, specific guarantees, ways of providing special service ora free product, and how they will be stated.

Further, agree on you method for a "later time, follow-up." For example, you may agree that all dissatisfied customers (which, of course will be rare) will receive a call within two to five days after you have taken steps to rectify the situation to say that you appreciate their business and to look forward to serving them in the future.

If you receive a compliment, follow it up with a call or card, personally signed, perhaps with a small gift to thank them for their feedback as you will reinforce their "bragging rights" to tell others what happened, and their loyalty in returning more frequently.

Also offer them a sample or information about a complementary product so they may have something new to rave about while they are already in a good mood.

14. Ask Advice Any Chance You Get
When a staff person asks what customer likes best about the store, the customer has the opportunity to be the expert, and to become a more articulate, deeply believing evangelist about your store. You will not only get credible feedback about what you are doing best so you can do it more, you will have "trained" your customers to keep your store higher in his thoughts.

Then he is more likely to share his expertise about your products with others. Whenever a customer buys a product or returns for a second time, and the staff person has the time to take, commit to say something like, "If you have a moment, I'd like your views on what you like best about our store so we can make it even better. I have a notepad right hear and I'd value your thoughts."

15. "Praise the Behavior You Like"
Whatever you praise you cause to flourish. Agree as staff to specifically call attention to the support you give each other. Where possible, praise someone to another person who is important to them.

In advertising this approach is called a third party endorsement. Telll your customers about the special knowledge, expertise or thoughtfulness that one of your co-staffers demonstrates. Third party endorsements feel good to offer and receive, and make the customer feel better about the whole store.