How Effective Is Your Store’s Customer Service?

May 8, 2017

At MSA Forward 2017, we were surrounded by colleagues and connections so willing to offer insight, guidance and open minds. Some of those individuals sat next to us during the educational sessions and some led the discussion from the podium.

To close out MSA’s 62nd annual Retail Conference & Expo, we welcomed Louis Roden, founder and lead facilitator of Inspire Consulting Group, to the stage during the Closing Keynote Session, sponsored by Popcorn Custom Products. His presentation, “Creating Customer Loyalty for Life!” resonated immediately with MSA Forward 2017 attendees, who walked out of the ballroom buzzing with excitement and inspiration, and striking up conversations with fellow attendees to discuss immediate actions they could implement upon their return to their institutions.

In case you were unable to join us in Pittsburgh, had to catch an early flight or would simply like a refresher on the great material Roden shared, here’s a snapshot of his dynamic insight.

Create a Positive Environment
When it comes to customer service, bad service isn’t the biggest concern—it’s indifferent customer service. In order to ensure neither happen in your store, consider the various pieces that come together to form the experience: place, people and process.

In order to create an inviting atmosphere, there are a few things to keep in mind.

• Be sure to integrate all five senses.
• Make sure that your team is able to maintain a positive attitude.
• Remove any potential barriers to making purchases.
• Welcome customers—without posting rules and signs that may not be necessary and may dampen the atmosphere.

Attitude is everything, but it is a choice. When hiring new employees, first train on “this is the way we behave,” and train the operational tasks last. Poor service attitude drops the beauty of any inviting atmosphere.

First Impressions Matter
What happens in the first few moments of an interaction can set the tone for the basis of the relationship. First impressions tend to last because they are self-fulfilling—we look for information that supports our first impression, and toss to the side information that counters it.

Aspects like appearance, facial expressions, words, voice and body language are all major factors that can impact first impressions. Stay aware of how they may impact your interactions.

Interactive Service > Transactional Service
The type of customer service your team provides is essential. Transactional service is passive and based on close-ended questions and answers, like “Can I help you?” On the other hand, interactive service fosters a connection with the customer and is based on observation and conversation. For instance, if a team member sees someone purchasing dog-related items, it allows the individual to engage the customer on a more personal level by starting a conversation about dogs. This active rather than passive pursuit is a key component of excellent service.

While Roden’s personality and engagement took his session to the next level, the core advice he provided listeners is indispensable. We hope you’re able to put it to immediate use, too!