I shop at two health food stores. I am a frequent customer, stopping by at least once if not twice a week. Nearly everytime I stand at the checkout I end up having a conversation with the clerk. It's nice to be able to do that, since they're both small operations and the customer flow is decent but not harried.
In Store #1, the clerks are nice. As they ring me up, we might chat for a moment about the weather or something from the morning newspaper. They'll throw a couple of samples into my bag and send me off with, "Have a nice day." Pleasant enough. The next time I go in, they're still hospitable but don't offer a hint of recognition of me as a regular shopper. It's as if they've never seen me before in their lives.
As I approach the cash register at Store #2, the clerks ask me how I liked that new protein powder I bought last week, or how my husband reacted to the smell of that macademia nut lotion they saw me testing. They'll remember the special diet I'm on and recommend a product that just arrived in the store. They, too, give me samples and tell me to have a nice day, but this time when I leave, I feel they just might ask me how that day went the next time they see me.
Store #1 has good customer service, something that's acceptable to most business owners. Nice, helpful employees that toe the party line. No fuss, no muss.
Store #2 has outstanding customer service - they're on fire. They're all about delivering a great shopping experience, subtly working to give shoppers more than they expected. And they're genuinely interested in their customers as individuals.
Guess which store just opened a fourth location to meet customer demand?
It doesn't take the memory of an elephant to remember your customers or clients, just a little more awareness of the universe around you... and your patrons. You say you want to grow your business? Start getting to know your customer and her life in the world outside your door.
The majority of customers have got accustomed to #1.
Posted by: Omara | November 09, 2005 at 02:09 AM
Developing a personal rapport and having small talks with the customers can certainly have cash counters ringing.
Posted by: Sanjeev Sachdev | November 09, 2005 at 05:07 AM
This kind of personal attention can be very annoying. I don't want people to track what I buy, how much, what brands I prefer, etc.
Posted by: Northrop | November 14, 2005 at 10:44 AM
I agree with Northrop
I appreciate the small talk and the pleasing manner of #1. Number #2 may be good in SOME cases, but not for what I buy.
Posted by: ~Dawn | November 14, 2005 at 03:52 PM
That is the reason why I will shop at trader joes over safeway or another big grocery store. They might not remember my name or what I bought earlier in the week but they are way more personable.
What is funny is that I saw a link to this post via okdork.com and I read it earlier today. But I also found a link to your site from another site (marketing diva?)
Anyway, great site :)
Posted by: Rob Poitras | November 14, 2005 at 11:44 PM
The store you describe reminds me of Trader Joes. I was just there tonight, and I don't find their "intervention" annoying at all. In fact, I was heartened to know the granola I'd just bought was the favorite flavor of the cashier. Even if I don't have a conversation with the cashiers, I always feel a positive vibe that brightens my day.
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Posted by: Michael Malega | May 07, 2007 at 04:34 AM