As I sit in the front area of a client’s business watching the walk-in traffic, one effect is constant – the excited look on most customers faces! This client is a bakery and their products are beautifully displayed in glass cases. I’m watching customers eyes widen as they approach the product cases. Some laugh as they can’t make up their mind regarding which product to choose. Others almost run to get to the cases to pick their favorite product.
The employees are so upbeat and ready to serve, patiently waiting for the customer to make a decision. Some customers make jokes – “Is this stuff sugar-free?” “How many can I eat before I ruin my diet?” Now this does not happen just by chance. Let’s talk about what I feel contributes to these customers being just “crazy” about this business.
Reputation – This bakery has carefully established a reputation for providing its customers with the best products possible. The owners take pride in maintaining the reputation established 66 years ago by the founders. The products are made fresh daily in order to give customers that “it was made today” comfort level. The general manager has worked tirelessly to create systems to insure product freshness. One must be concerned about both establishing and maintaining a positive reputation with customers and within one’s community. A positive reputation builds trust and credibility with current and future clients. It’s pretty easy for customers to refer you to others when your reputation is intact.
Engaging Employees – I’ve watched how the employees greet each customer individually – even when engaged with other customers. Genuine smiles – even when some customers are a bit gruff. Proactive employees immediately draw customers to them – especially during a face to face encounter. An employee with a delightful attitude bodes well in the quest to provide a great customer experience. It’s important to have the right people in front of your customers. I am a firm believer that “people persons” provide great service from the heart. It doesn’t matter what the product or service is, “people persons” look forward to putting smiles on customers’ faces. Be sure to get the right people in front of your customers. Get the ones who “run toward” the customer to make sure the experience is a great one!
Engaged Leadership – Leadership at this bakery is determined to keep customers coming back. The General Manager is tasked with finding ways to make sure the bakery and two satellite stores run smoothly on a daily basis. The need to have engaged leadership is important to a successful enterprise. At the beginning of my stint with this client, we held a “Pet Peeve Conference” to address the “pet peeves” of the owners, management, department heads and employees. This was an all day conference where solutions were developed to remove the need for internal personnel to be “peeved.” The recognition by the owners of the need to address these “pet peeves” is an indicator of their desire to make sure that all is well within the organization. When leadership is truly engaged in the day-to-day operations, both employees and customers are beneficiaries.
Do you want customers that are “crazy” about your business? Remember it’s important to maintain a positive reputation in order to increase customer retention. Make sure you have engaging employees interacting with customers and never forget that engaged leadership is most critical to your organization’s success.
About the Author
Recognized as “one of seven useful Twitter people for retailers to follow” by mystery shopping experts of the UK, Customer Service Speaker, Author and Consultant Errol Allen utilizes his 25+ years of practical hands on experience to assist organizations in developing customer service strategies for maximum customer retention. Errol believes that a systems mindset is critical to an organization’s success in providing great customer experiences.
