How To: Improve Profitability Through Superior Service

mike lewis

• July 29 2008
• 1,123 views
• 3 comments

August’s Transworld Business provides you with five simple steps to better customer service.

1. Drop The ’Tude
You know more than your customer, at least you better—that’s why you’re in business. Your role is to impart this knowledge on your clientele as a beneficent sage, not in the manner of the belittling, creepy tech-support guy. The main point of solid service is to help those that cross your threshold find the correct product for them, instill them with new knowledge about why boardsports rule, and help them embrace the culture, not cringe at your overwhelming coolness. The popularity of online shopping isn’t simply because of its ease and convenience, it’s also due to people not feeling comfortable coming in and getting vibed by Timmy Tightjeans. Your role is that of the unassuming guru of shred.

2. The Customer is Always … The Customer
You know the saying “the customer is always right,” but we all know this is wrong about 90 percent of the time. However, the customer is always the customer, and whether he’s wrong, right, oblivious, or an asshole, it’s your job to figure out what’s going to make him happy, buy stuff, and keep coming back. Ask your customers lots of questions about themselves and their riding. Make sure you’re figuring out and solving their needs on an individual basis. Unfortunately, this may involve putting up with a bunch of B.S. You don’t like it? Get out of the retail industry.

3. Empower Your Staff
While Stuart Smalley videos on the shop TV may be going too far, letting your staff know they are your partners in business will go a long way to helping them feel good enough and smart enough to act as associates. Give them a budget to work with to make issues right for customers on the spot. Catch staff doing things right and kick down something when they do, better yet, let them nominate each other for the creative ways they improve your customers’ experience.

4. Fine-Tune Performance-Based Pay
At the end of the day, the best reward for a job well done is a paycheck. Performance-based pay, commission, and profit sharing are all good options, but you get what you reward. Closely examine programs to ensure you’re rewarding what you want to actually achieve. The best commission plans are generally the best thought out. If you go off straight sales, you may get people selling higher dollar values, but always pushing to upsell can be annoying as hell and customers may not return. Top staff get customers to come back and bring their friends. Try creating commission strategies that reward your employees for repeat and new business.

5. Aim To Exceed
Your job is to add value to every purchase and help your customers find just the right match for their needs, make them feel good about that purchase, and know that you’ll be there to help them should anything go wrong with a purchase, or better yet, if they need something else. Get creative and look for ways to surprise them. Build a database of customers and send them e-mails about boardsports news and events in your area. Part of a shop’s allure is making customers feel that they’re locals. What grom, or even aging rider, wouldn’t be stoked to feel like part of your inner circle?