I VALUE GREAT CUSTOMER service. It can be the deciding factor in whether I patronize a business. If I have a bad experience, I’ll think twice about returning. If I have a great experience, you bet I’ll give that business my business.
Now more than ever, customer service holds significant value along our main streets. It is one way local businesses can compete with online shopping. Not that that is a personal concern for me; I seldom shop online. But most people do. So our local shopkeepers need to go that extra mile to create a welcoming experience that meets customers’ needs.
What comprises great customer service? For me, it starts with a smile. The minute I walk in the door, I should be greeted, valued. I don’t need a clerk or store owner who hovers, but I appreciate someone who is subtly attentive. Help me if I appear overwhelmed, uncertain or can’t seem to find whatever. Listen. Offer choices. Answer questions. And then listen some more. Or leave me alone if I’m sending body language signals that I’d rather be left to browse.
I expect it’s not always easy to determine how to best serve a customer. But a shopkeeper can’t go wrong by simply being nice. And helpful.
I cite two recent examples from my community of Faribault where two grocery store employees showed exceptional customer service. Both on the same day. While at Hy-Vee, I was approached by an employee who apparently noticed me filtering for too long through clamshells of strawberries special-priced at $1.28/pound. I couldn’t find any berries that weren’t over-ripe and/or rotting. Even at a bargain, I won’t pay for bad produce and dislike when a grocer tries to sell food that should be tossed.
But this employee decided he wanted a satisfied customer. He offered to go to the back storeroom and find a pack of acceptable berries. Two if I wanted two, although I pointed out the “Limit one to a customer” sign. He would bring two, he said. I waited until he returned. With only one pack. But that was OK. He also promised to have those over-ripe berries cleared from the shelves.
At my next grocery store stop, I experienced exceptional customer service in the bakery department of Fareway Meat & Grocery. I was on a mission to find a smiley face cookie for my two-year-old granddaughter. Typically those cookies are sold at Hy-Vee. But on this Saturday they weren’t immediately available. I didn’t have time to wait an hour so headed to Fareway hoping for the coveted cookie.
I found smiley face cookies, six to a package. But I didn’t want six. I wanted one. Perhaps, I thought, I could buy a single cookie from the pick-your-own selections. Turns out the cookies aren’t sold individually. I explained my dilemma to the baker, how I had hoped to buy one cookie for Izzy for her second birthday because her mama loved smiley face cookies when she was a little girl. The baker smiled, then told me to pull a package from the shelves. I could have one, she said. At no charge.
You can bet my mouth curved as wide as the blue smile on that cookie. My joy in that simple gesture of kindness shone as bright as the yellow frosting. Granted, giving away that cookie didn’t cost Fareway much money. But it was priceless in terms of exceptional customer service.
That’s what I’m talking about as we celebrate Small Business Month in Minnesota during May and National Small Business Week from now until May 5. Hy-Vee and Fareway may not classify as small businesses. But two employees at their Faribault stores exemplified outstanding customer service to me. And that, my friends, is how Main Street can compete in today’s global online marketplace.
TELL ME: What’s your definition of great customer service? Give me an example. Do you shop local or mostly online?
© Copyright 2018 Audrey Kletscher Helbling