| Customers are the life blood of our business. Our | | | | One way is to make it easy for customers to do |
| customers, the good and bad, ultimately sign our | | | | business with you. |
| paycheck. Although we may enjoy working with some | | | | Wal-Mart, Target, Kohl's, all of the leading mass |
| more than others, customers not only spend money on | | | | retailers have adopted a return procedure that makes |
| our services and products but also serve as our | | | | the customer feel good about returning product. Years |
| biggest advertising tool. | | | | ago a story circulated that Nordstrom's, the true |
| A dissatisfied customer can do more harm than | | | | superior example of phenomenal customer service, |
| termites on your summer cottage. It's funny, but when | | | | would take anything back and give a refund without |
| you talk to a manager or an associate who have daily | | | | question including a customer's automobile tires. |
| contact with customers they will be quick to tell you | | | | Whether or not the story is true, the point is that |
| the horror stories. Even when we acknowledge that | | | | adopting a "customer is always right" philosophy can |
| the percentage of unhappy customers to happy is | | | | only benefit your brand. |
| dramatically skewed toward "happy" the focus, energy | | | | Recently I needed to return clothing I had purchased |
| and sleepless nights tend to be over those that we | | | | from Target for my daughter; two pair of shorts and a |
| failed to please. | | | | top. I had a receipt for the shorts but had lost the |
| We've heard the adage "the customer is always right" | | | | receipt for the top. As I entered the store I rehearsed |
| but in our heart we know that isn't true. We spend | | | | my reasons for returning the clothing. Past experience |
| energy spinning our wheels trying to get the customer | | | | had taught me that returning an item required a really |
| to understand the "truth" when all they want is to be | | | | good story. "I don't like it" wasn't an acceptable excuse. |
| served. | | | | In truth the shorts didn't fit and she didn't like the top. |
| We have to face the fact that there will be those | | | | However, when I got to the customer service desk |
| customers we just can't please. As a manager, I would | | | | the associate just took the items and said - would you |
| tell my associates that you can't know what else is | | | | like to find a different size? I did and when I returned to |
| going on in the life of an unhappy customer. We may | | | | the service desk she said "I didn't find the top on your |
| have been the last straw on a haystack as tall as the | | | | receipt." I said, "Oh I don't have the receipt." |
| Empire Building. Therefore, if we accept the fact that | | | | "Not a problem," she said. Never once did she ask why |
| the customer is always right, even when they aren't - it | | | | I was returning the outfits. I never had to give a big long |
| frees us up from the stress of trying to convince the | | | | explanation. The process was quick, painless and left |
| customer otherwise. | | | | me feeling really good about the retailer. In fact, when I |
| If we start each day with a positive attitude, those | | | | took the gift card loaded with my refund dollar amount |
| customers that we please will truly understand the | | | | to the register, I had spent far more than the amount |
| unique difference we represent; a company of caring | | | | on the card. |
| individuals that just want the best for each and every | | | | What a great feeling. Whether the customer is always |
| customer. | | | | right or not, if we make them feel good about their |
| A friend of mine who owns a cleaning company says | | | | experience they will remember, return and refer their |
| she treats it like a game. | | | | friends. |
| "I start each day thinking: I wonder how many people I | | | | Incorporating a positive attitude into your everyday |
| can please today? When I run across someone who | | | | actions with the customers; whether you deal directly |
| is less than happy, I remember that the customer is | | | | with them or create programs that respond to their |
| always right and try to put myself in their shoes. Then I | | | | needs or write and design the marketing materials that |
| just try to figure out what I can do to make them | | | | grab their attention, will help the ensure their experience |
| happy." | | | | and your ultimate brand image in their eyes. |