nt at our next team meeting" you are neither endorsing nor opposing the customer's comments. What you are offering is something for the customer to latch on to. The customer can at least feel that, although it isn't much, something has resulted from their complaint and they have some value. Now comes the important bit: I bet you thought the flour complaint had stopped there, didn't you? No way. As I said above, this is a state of mind. You said you would pass the comment on, so do it. Your staff should be encouraged to represent your customers. If one customer thought that the flour was priced too high then ensure that a mechanism is in place for that customer's comments to filter to you, the store owner. Take it on board. Can you reduce the price? No? OK, then you should at least ask your wholesaler if they can reduce the price. Go as far as you can. You never know, the customer who complained may just say: "did you pass my comment on?" Wouldn't it be nice to give that customer some feedback and, even it is not the news they hoped for. Yes, I am aware that there are some terminally awkward customers. There are very few of these and most can be humoured along their way. I am not talking about the 1%If you are a struggling small store owner fighting for customers in the face of stiff competition then, for goodness sake, concentrate on customer service! This is one area of your offer where you need spend no (or very little) money to get it right. You are dealing with your fellow human beings who are willing to hand over some hard earned cash for your products, so treat them with respect.

Disrespect

"Of course I treat customers with respect", is what many shopkeepers will say. No you do not, or at least many of you do not. I know from personal experience, and so do thousands of others, that customers in shops are often treated as an inconvenience. They get in the way. They ask awkward questions. Sometimes they buy things and then complain. Worst still, others do not buy anything and still complain. Some customers treat your shop like a meeting place, others just buy one newspaper a week and nothing else. Some of you might say: "look, I do complain about customers, but never on the shop floor and always behind closed doors." Wrong! Do not treat customers with disrespect, even if they are out of earshot. Just.....do not treat customers with disrespect at all, anytime, anywhere.

Customer Service not Lip Service

I'll give you examples from two large companies where they have decided to instil a customer care culture throughout their organizations. Firstly Dell. Whether deserved or not they have had a bad reputation in the past with some customers. There are many reasons for this and many of these reasons were structural rather than down to the way customers were treated. The result was the same, however with a perception among many customers that they were not being treated with the respect that they deserved. Dell has recently overhauled customer service. As well as improving structures and systems they have taken a major step forward: they have pushed the needs of the customer to the front of the queue. OK, I know that Dell is not a small retailer. In fact, retailing is only one of their functions as they supply many other retailers. The point remains though, that they have realized that customer service is a state of mind. Customers will be talked about in a respectful way, even if they are not in the room. All efforts in the company, from the board room and through to every member of staff and every affiliate have been geared to customers and it is working. I know that there will be those out there with contrary stories to tell and I am sure that they have a long way to go, but I believe that Dell are getting there and will continue to grow strongly as a result. Another company is UK based Tesco, with stores in various parts of Europe and the Far East. Once again even they would not pretend to be perfect, they do have a culture of customer service which permeates throughout the company. This notion of customer service is not about pretending or acting. It is about having real respect for the people that pay your wages - the customers. It is about giving real customer service and not lip service.

Eye Contact

Every time a customer buys a product from you, they have, in effect, made a contract with you to supply them with goods. Most people will shake hands when they conclude a deal. This may be a little over the top in a store (although it happens in some cultures), but customers do deserve full eye contact from the cashier after they have concluded the shopping as a way of acknowledging them and showing them respect (I am aware that in some cultures, eye contact would not be appropriate, especially between males and females).

Complaints

As I have said in other articles I have written, customer complaints are not just important, but very valuable. The customer is taking the trouble to feedback to you. They are giving you a chance to put things right. When a customer complains, please remember that they are not axe murderers. In fact, they would prefer not to complain at all. Just like you, they are trying to get through the day with the least amount of hassle. Their complaint should be listened to, and dealt with appropriately. Even if you cannot help the customer, always treat them with respect. If they complain that the price of flour is too high and you cannot do anything about it then remember that, although you cannot help, the problem is still there, at least in the eyes of the customer: the flour is still too expensive. Don't just shrug your shoulders and leave them stranded - that will just lead to frustration and will leave the customer feeling helpless and even humiliated, especially if it is played out in front of others.

Remember, that us humans are proud and do not like to feel belittled or humiliated. By saying, "Thank you for your comments, I'll pass them on." or, "I will raise your point at our next team meeting" you are neither endorsing nor opposing the customer's comments. What you are offering is something for the customer to latch on to. The customer can at least feel that, although it isn't much, something has resulted from their complaint and they have some value. Now comes the important bit: I bet you thought the flour complaint had stopped there, didn't you? No way. As I said above, this is a state of mind. You said you would pass the comment on, so do it. Your staff should be encouraged to represent your customers. If one customer thought that the flour was priced too high then ensure that a mechanism is in place for that customer's comments to filter to you, the store owner. Take it on board. Can you reduce the price? No? OK, then you should at least ask your wholesaler if they can reduce the price. Go as far as you can. You never know, the customer who complained may just say: "did you pass my comment on?" Wouldn't it be nice to give that customer some feedback and, even it is not the news they hoped for. Yes, I am aware that there are some terminally awkward customers. There are very few of these and most can be humoured along their way. I am not talking about the 1%,

>

Customer Service not Lip Service

I'll give you examples from two large companies where they have decided to instil a customer care culture throughout their organizations. Firstly Dell. Whether deserved or not they have had a bad reputation in the past with some customers. There are many reasons for this and many of these reasons were structural rather than down to the way customers were treated. The result was the same, however with a perception among many customers that they were not being treated with the respect that they deserved. Dell has recently overhauled customer service. As well as improving structures and systems they have taken a major step forward: they have pushed the needs of the customer to the front of the queue. OK, I know that Dell is not a small retailer. In fact, retailing is only one of their functions as they supply many other retailers. The point remains though, that they have realized that customer service is a state of mind. Customers will be talked about in a respectful way, even if they are not in the room. All efforts in the company, from the board room and through to every member of staff and every affiliate have been geared to customers and it is working. I know that there will be those out there with contrary stories to tell and I am sure that they have a long way to go, but I believe that Dell are getting there and will continue to grow strongly as a result. Another company is UK based Tesco, with stores in various parts of Europe and the Far East. Once again even they would not pretend to be perfect, they do have a culture of customer service which permeates throughout the company. This notion of customer service is not about pretending or acting. It is about having real respect for the people that pay your wages - the customers. It is about giving real customer service and not lip service.

Eye Contact

Every time a customer buys a product from you, they have, in effect, made a contract with you to supply them with goods. Most people will shake hands when they conclude a deal. This may be a little over the top in a store (although it happens in some cultures), but customers do deserve full eye contact from the cashier after they have concluded the shopping as a way of acknowledging them and showing them respect (I am aware that in some cultures, eye contact would not be appropriate, especially between males and females).

Complaints

As I have said in other articles I have written, customer complaints are not just important, but very valuable. The customer is taking the trouble to feedback to you. They are giving you a chance to put things right. When a customer complains, please remember that they are not axe murderers. In fact, they would prefer not to complain at all. Just like you, they are trying to get through the day with the least amount of hassle. Their complaint should be listened to, and dealt with appropriately. Even if you cannot help the customer, always treat them with respect. If they complain that the price of flour is too high and you cannot do anything about it then remember that, although you cannot help, the problem is still there, at least in the eyes of the customer: the flour is still too expensive. Don't just shrug your shoulders and leave them stranded - that will just lead to frustration and will leave the customer feeling helpless and even humiliated, especially if it is played out in front of others.

Remember, that us humans are proud and do not like to feel belittled or humiliated. By saying, "Thank you for your comments, I'll pass them on." or, "I will raise your point at our next team meeting" you are neither endorsing nor opposing the customer's comments. What you are offering is something for the customer to latch on to. The customer can at least feel that, although it isn't much, something has resulted from their complaint and they have some value. Now comes the important bit: I bet you thought the flour complaint had stopped there, didn't you? No way. As I said above, this is a state of mind. You said you would pass the comment on, so do it. Your staff should be encouraged to represent your customers. If one customer thought that the flour was priced too high then ensure that a mechanism is in place for that customer's comments to filter to you, the store owner. Take it on board. Can you reduce the price? No? OK, then you should at least ask your wholesaler if they can reduce the price. Go as far as you can. You never know, the customer who complained may just say: "did you pass my comment on?" Wouldn't it be nice to give that customer some feedback and, even it is not the news they hoped for. Yes, I am aware that there are some terminally awkward customers. There are very few of these and most can be humoured along their way. I am not talking about the 1%

. I know that there will be those out there with contrary stories to tell and I am sure that they have a long way to go, but I believe that Dell are getting there and will continue to grow strongly as a result. Another company is UK based Tesco, with stores in various parts of Europe and the Far East. Once again even they would not pretend to be perfect, they do have a culture of customer service which permeates throughout the company. This notion of customer service is not about pretending or acting. It is about having real respect for the people that pay your wages - the customers. It is about giving real customer service and not lip service.

Eye Contact

Every time a customer buys a product from you, they have, in effect, made a contract with you to supply them with goods. Most people will shake hands when they conclude a deal. This may be a little over the top in a store (although it happens in some cultures), but customers do deserve full eye contact from the cashier after they have concluded the shopping as a way of acknowledging them and showing them respect (I am aware that in some cultures, eye contact would not be appropriate, especially between males and females).

Complaints

As I have said in other articles I have written, customer complaints are not just important, but very valuable. The customer is taking the trouble to feedback to you. They are giving you a chance to put things right. When a customer complains, please remember that they are not axe murderers. In fact, they would prefer not to complain at all. Just like you, they are trying to get through the day with the least amount of hassle. Their complaint should be listened to, and dealt with appropriately. Even if you cannot help the customer, always treat them with respect. If they complain that the price of flour is too high and you cannot do anything about it then remember that, although you cannot help, the problem is still there, at least in the eyes of the customer: the flour is still too expensive. Don't just shrug your shoulders and leave them stranded - that will just lead to frustration and will leave the customer feeling helpless and even humiliated, especially if it is played out in front of others.

Remember, that us humans are proud and do not like to feel belittled or humiliated. By saying, "Thank you for your comments, I'll pass them on." or, "I will raise your point at our next team meeting" you are neither endorsing nor opposing the customer's comments. What you are offering is something for the customer to latch on to. The customer can at least feel that, although it isn't much, something has resulted from their complaint and they have some value. Now comes the important bit: I bet you thought the flour complaint had stopped there, didn't you? No way. As I said above, this is a state of mind. You said you would pass the comment on, so do it. Your staff should be encouraged to represent your customers. If one customer thought that the flour was priced too high then ensure that a mechanism is in place for that customer's comments to filter to you, the store owner. Take it on board. Can you reduce the price? No? OK, then you should at least ask your wholesaler if they can reduce the price. Go as far as you can. You never know, the customer who complained may just say: "did you pass my comment on?" Wouldn't it be nice to give that customer some feedback and, even it is not the news they hoped for. Yes, I am aware that there are some terminally awkward customers. There are very few of these and most can be humoured along their way. I am not talking about the 1%

b>Complaints

As I have said in other articles I have written, customer complaints are not just important, but very valuable. The customer is taking the trouble to feedback to you. They are giving you a chance to put things right. When a customer complains, please remember that they are not axe murderers. In fact, they would prefer not to complain at all. Just like you, they are trying to get through the day with the least amount of hassle. Their complaint should be listened to, and dealt with appropriately. Even if you cannot help the customer, always treat them with respect. If they complain that the price of flour is too high and you cannot do anything about it then remember that, although you cannot help, the problem is still there, at least in the eyes of the customer: the flour is still too expensive. Don't just shrug your shoulders and leave them stranded - that will just lead to frustration and will leave the customer feeling helpless and even humiliated, especially if it is played out in front of others.

Remember, that us humans are proud and do not like to feel belittled or humiliated. By saying, "Thank you for your comments, I'll pass them on." or, "I will raise your point at our next team meeting" you are neither endorsing nor opposing the customer's comments. What you are offering is something for the customer to latch on to. The customer can at least feel that, although it isn't much, something has resulted from their complaint and they have some value. Now comes the important bit: I bet you thought the flour complaint had stopped there, didn't you? No way. As I said above, this is a state of mind. You said you would pass the comment on, so do it. Your staff should be encouraged to represent your customers. If one customer thought that the flour was priced too high then ensure that a mechanism is in place for that customer's comments to filter to you, the store owner. Take it on board. Can you reduce the price? No? OK, then you should at least ask your wholesaler if they can reduce the price. Go as far as you can. You never know, the customer who complained may just say: "did you pass my comment on?" Wouldn't it be nice to give that customer some feedback and, even it is not the news they hoped for. Yes, I am aware that there are some terminally awkward customers. There are very few of these and most can be humoured along their way. I am not talking about the 1%

nt at our next team meeting" you are neither endorsing nor opposing the customer's comments. What you are offering is something for the customer to latch on to. The customer can at least feel that, although it isn't much, something has resulted from their complaint and they have some value. Now comes the important bit: I bet you thought the flour complaint had stopped there, didn't you? No way. As I said above, this is a state of mind. You said you would pass the comment on, so do it. Your staff should be encouraged to represent your customers. If one customer thought that the flour was priced too high then ensure that a mechanism is in place for that customer's comments to filter to you, the store owner. Take it on board. Can you reduce the price? No? OK, then you should at least ask your wholesaler if they can reduce the price. Go as far as you can. You never know, the customer who complained may just say: "did you pass my comment on?" Wouldn't it be nice to give that customer some feedback and, even it is not the news they hoped for. Yes, I am aware that there are some terminally awkward customers. There are very few of these and most can be humoured along their way. I am not talking about the 1%, but the 99% of decent customers who are not picking a fight, but just want value for money.

Staff Training

Remember, that respect for customers is vital. Eye contact (in most cultures) is a good thing, especially when the customer is finishing their purchases. Listening to customers and following up their comments is also important. This needs to be trained into your staff. If you have a member of staff that delivers to customers then they also need the same training. Even a member of staff who rarely comes into contact with customers (such as a warehouseman) needs to have the same training in case they were to be stopped and asked a question by a customer.

This caring, listening, and above all respectful culture will not work with customers unless it is practice amongst the staff otherwise customers may detect a bad atmosphere in your store and this will not encourage them to return. An important first step in customer service is (i) for staff to treat each other with respect, (ii) for the staff and management to treat each other with respect.

If you have no staff at all, do not forget to train yourself! Make sure that your attitude with your customers is positive and respectful. Remember the flour analogy above. If you are the owner, you may be in a position to explain to the customer why they are paying more than they would want to. Yes, I know time is precious and good customer service does not come about when a queue forms while you chat to one customer about flour! Get real. I know that articles like this are not much help when you are up against it. I am looking at the whole picture and I know there will be exceptions at busy times. Please also bear in mind that, by treating each other and customers with respect, the workplace will become a happier place leading to higher staff morale. A virtuous circle indeed. Another thing to remember is staff presentation. It is vitally important that your staff are clean and smart - especially in a store selling food or drugs.

Hygiene

Always ensure that shelving, fixtures walls and floors are kept clean at all times. Staff appearance and personal hygiene is also vital. The need for good hygiene in a food store is obvious, but it is also extremely important for non-food stores. Although it may be costly work towards having bright lighting throughout the store. Perhaps the only exception to this is where you are selling fashion items and lighting needs to be "moody". Cleanliness is one area where you can win against your larger rivals. No matter how clean their store is, make sure yours is cleaner. This is a subject that customers will not give you feedback on. If they think your store is not clean or you and your staff are not hygienic they will simply walk away without giving you the reason. A large percentage of customers are swayed by this factor above all others, so make hygiene a top priority. I am amazed by the amount of small retailers who, while complaining about losing customers to large stores, are content to leave their store in a dirty state.

Word of Mouth

Speaking for myself, there are some stores that I will not go to because I don't care for the attitude of the staff. When I think about it, the fact is that I went into the shop I have in mind just once - and a few years ago at that. The trouble is, my first impression became my last impression. The chances are that many of the staff I encountered have moved on and perhaps new management has taken over. Rightly or wrongly, I am still stuck with the poor image of this particular store in my head and I have got used to not going there. Worse than that, after my one bad experience, I told my wife who may have told her friends and so on. As you know, reputations take years to build up and seconds to knock down. Why? Because if people are happy about their experience then they tend not to mention it. If they are unhappy then they let off steam.

A bad reputation, brought about by poor customer service, could ultimately wreck your business. While you are busy looking at margins, overheads and all the rest, your customers may be quietly slipping away as you hadn't noticed how rude one or two of your staff could be to them. In the past few years, customer service has taken a dive amongst many companies. Be an exception. Good customer service is personally rewarding and ultimately will help your business survive and even prosper.