PUTTING CUSTOMERS FIRST


Giving exceptional customer service, when dealing with customers in person, seems pretty simple on face value. Why, then, do so many of our interactions with customer service employees leave us feeling empty and unsatisfied?

Customers have been conditioned not to expect much, yet they deserve good service. When you treat customers as if they are important guests invited into your home, you show that you value them. When you treat customers as if they matter to you, they will feel appreciated.

CUSTOMER SERVICE IS FACE-TO-FACE CONTACTS
You have already learned that creating a positive first impression will help build the foundation for providing great customer service. Customers will judge your initial look, manner, and actions. Did you know that customers also get a first impression of your overall business when they come in? In addition to forming a first impression of you, your customers also judge your place of business by its look, image, and overall atmosphere.

Giving exceptional face-to-face customer service begins when your customers enter your place of business. From the moment a customer walks through your door, you have the opportunity to offer a warm and inviting welcome. That welcome includes what you say and what your customer sees. Helping the customer by showing him or her where to find items, answering questions, finding the right solution, and making sure he or she is satisfied before leaving will make all your customers feel appreciated and valued.

Their assessment, particularly when they are forming that crucial first impression, includes how you look and act, how your business looks and feels, and how well you interact with them. Customers may come to your business for a product or service, but they will decide to stay or leave based on an overall feeling of warmth or coolness.

Think about some businesses you went into recently. What was your first impression of them? Did you notice that some of them seemed to invite you inside with warmth, while others felt so chilly you could not wait to leave? In the businesses that made you feel welcome:
■ What did the employees do that made you feel welcome?
■ What aspects of the business’ appearance made you feel welcome?
In the businesses that made you feel uncomfortable:
■ What did the employees do that made you feel uncomfortable?
■ What aspects of the business’ appearance made you feel uncomfortable?

Next, think about the image your place of business present to your customers. Mentally walk through your business from a customer’s viewpoint. Start by walking through the front door.

Take a good look at what your customers see.

Envision your business as if you are seeing it for the first time.

Look at the colors, decorations, cleanliness, and neatness.

■ What do your customers see when they first step into your business?
■ How easy is it to move about?
■ How accessible are your display areas?
■ Is the traffic flow pattern sensible?
■ Is the lighting sufficient?
■ Is everything clean, including bathrooms?


Pay close attention to all details—your customers will. With your associates, try to come up with ideas to improve the overall look and image of your business. Think about color, function, and feel. Here are some things to pay attention to:
Try to create a focal point for customers when they enter your business, whether it’s an interesting piece of furniture, a piece of artwork, or an interesting display case. Create something that is memorable.
Decorate your business in a style that suits the image you are trying to project. Knowing who your customers are is important when creating the appropriate look and feel.
Pay close attention to cleanliness and organization. Even if your business is decorated to suit your customers, it will not hold their attention if they first see clutter or a dirty appearance.
Remember, too, to focus on your own image. Think about the total package you present: your courtesy, attitude, appearance, manner of speaking, body language, listening skills, interest, and ability to build strong relationships.

THE WRONG WAY TO GIVE FACE-TO-FACE CUSTOMER SERVICE
Dave Benjamin had an appointment for a physical examination. He arrived at the physician’s office, feeling slightly uneasy because it was his first appointment with this doctor. He walked into the office, looked around at the bland beige walls, row of uncomfortable-looking chairs, table with ripped magazines strewn about, and drab brown carpeting. Two other people were waiting. He eyed a wall and sliding window with a note taped on it: Sign in, and we’ll call you when we’re ready for you. He signed his name on the pad and took a seat. Someone on the other side of the window slid the window open, looked at his name, and quickly shut the window without saying a word. He sat, anxiously waiting and wondered when his name would be called. The window slid open again. “Mr. Benjamin?” Dave sprang up and walked quickly to the window.

“You need to fill out this form since you haven’t been here before,” a woman said, no expression in her voice. “When you’re done, ring the bell.” Dave completed the paperwork, rang the bell, and sat back down. The woman slid the window open, took the paper, and then shut the window. After the other two people were called, Dave waited for what seemed an eternity. A nurse finally called his name. “Mr. Benjamin?” He walked toward her. “Follow me. I need to weigh you and take your blood pressure.”

What Went Wrong?
Presenting a positive business personality would have meant a lot to Dave. Bland beige walls, a row of uncomfortable-looking chairs, a table with ripped magazines, drab brown carpeting, and employees behind a glass wall sent a negative message about the office environment. The employee who sat behind the wall also sent a negative message that she was not approachable. Neither she nor the nurse made Dave feel welcome.

How Did the Customer Feel?
Dave formed a poor first impression. He felt uncomfortable walking into this office in the first place because this was his first visit and he did not know what to expect. When he walked into the waiting area, he felt that the doctor and the employees were not concerned about the way the office looked. When the receptionist handed him the form without saying hello, he felt even more uncomfortable. And finally, when the nurse came for him, she did nothing to put him at ease.

Remember that a customer’s first impression is based on both the employees and the overall atmosphere of the company. A company can have a messy appearance and great employees. Likewise, a company may have a great appearance and employees with terrible attitudes. It pays off when you have both: a pleasant business appearance and caring employees.

Learn the following and you will be on your way to providing exceptional face-to-face customer service:

Step 1: Saying Hello: Greeting the Customer
Step 2: Between Hello and Goodbye: Helping the Customer
Step 3: Saying Goodbye: Ending the Interaction

In Dave’s situation, his discomfort would have been eased if he walked into a clean, well-decorated, and organized waiting room. He would have felt much better if the receptionist talked to him. When the nurse came for him, she could have smiled and made small talk to make him feel comfortable.

S T E P 1
SAYING HELLO: GREETING THE CUSTOMER
You learned how to make a good overall first impression, but there will be occasions when, no matter how hard you try, you cannot accomplish this. You might remind a customer of her old boyfriend. You might remind a customer of his rude neighbor. A customer might not like the way you look for no rational reason. When this happens, your first words will go a long way to begin building your customer service foundation.

Greet Every Customer
A quick smile, an interested look, and a friendly greeting will show your customers that you are genuinely happy they chose your business. A friendly greeting will help overcome any negative vibes that customers may pick up when they are forming their first impressions.
Make an Impressionable Opening Statement What you say is important in presenting yourself well to your customers.

When you greet them, say more than hello. Add something to let them know you are happy they walked through your door. Try something like: “Hi, welcome to Karen’s Bakery,” or “Good morning. We’re glad you came in.” When you say more than hello, you send the message to customers that you are interested in them and appreciate their choosing your business. If you remember a customer from a previous visit, acknowledge him or her differently. Say, for example, “Hello. It’s great to see you again.” Address him or her by name if you know it: “Hi Juanita, how are you doing today?”

Ask or Explain How You Can Provide Help and Give Your Name
After greeting your customers and making an impressionable opening statement, ask how you can help. Even if you work in an establishment where your customers come in to browse, let them know you are there if they need your assistance. You might say, “Are you looking for anything particular today?” or “My name is Jody and I’ll be happy to help you in any way.” In the doctor’s office, the receptionist could have assured Dave she would help if he had any questions about the form he was asked to fill out. Since this was his first visit, talking to him, explaining the process, and asking if he had any questions would have put him at ease.

Tune In to Your Customers
Pay close attention to customers’ body language. Watch for cues. Make eye contact and smile at them. Watch to see if they quickly and easily smile back. If not, try to pick up on emotional clues. Pay attention to their attitudes. When you are interested in your customers, you will be able to pick up on their moods and emotions, and you can respond accordingly. It was probably fairly evident that Dave was uncomfortable.

Had the receptionist tuned in to Dave’s actions and demeanor, she would have picked up valuable clues and could have said something positive to ease his discomfort.

THE RIGHT WAY TO GREET CUSTOMERS
Dave Benjamin arrived at the physician’s office, feeling slightly uneasy because it was his first appointment with this doctor. He walked into the office, looked around at warm gold walls, an interesting grouping of chairs, a table with magazines neatly organized, and an Oriental rug covering the wood floors.

He saw an open sliding window. A cheerful woman smiled and greeted him. “Good morning, how are you today?”
“I’m fine, thank you. I’m Dave Benjamin. I have an appointment with Dr. Gilbert.”
“Thank you, Mr. Benjamin. Since this is your first time seeing
Dr. Gilbert, will you please complete this new patient information form?”
She reviewed the form with Dave. “When you complete it, you can bring it back to me. My name is Kathy, and if you have any questions I’ll be happy to help you.” Sensing his discomfort, she smiled warmly.
Dave completed the form and returned it to Kathy.
She quickly looked it over. “Thanks, Mr. Benjamin. Have a seat, and Dr. Gilbert’s nurse will call you. It shouldn’t take long.”
How Did the Customer Feel?
When Kathy warmly greeted Dave, she gave him her full attention. She projected a confident, caring attitude that made Dave feel she was interested in him. Tuning in to his feelings, Kathy sensed he felt uneasy, so she made it a point of offering to help him in any way she could and assuring him he would not have to wait long. Dave’s first impression was positive and he felt less tense.

S T E P 2
BETWEEN HELLO AND GOODBYE: HELPING THE CUSTOMER
After greeting your customers, it is time to get to the nuts and bolts of helping them. They came to you for a reason. Finding out that reason and finding the best solution is your next step. Pay attention to that one customer—and only that one customer. Show you are interested in helping by listening actively and making eye contact. Remember the employee at the deli who handled the contact the wrong way? When he was helping Steve, he kept looking to the door whenever someone came in. When you are helping a customer, stay focused and tuned in. Looking at other people sends a clear message that those people are more important than your customer. If a phone call comes in while you are helping a customer, ask the caller to hold while you finish or offer to call back. Never make the customer, who is ready to do business, wait while you take a call.

Show and Tell
When a customer asks where something is located, show him or her rather than pointing or telling where it is. Walk the customer to that area of the store. If it is a small item, pick it up and hand it to the customer. If a customer asks about a product, tell him or her about it, offering a good description.

Make the Most of Your Question-and-Answer Period
If the customer asks for a specific item, show the item to him or her and then ask questions to make sure it is the best product for the purpose. Use a combination of open and closed questions to learn more about the customer’s needs. Make a recommendation based on what he or she tells you.

Know When to Stay and When to Go
Pick up on your customer’s cues to determine whether you should stay and help or whether he or she wants to be left alone. Sometimes people come in just to browse; other times, they may be unsure about what solution they are looking for. Do not be overbearing. If they want time to look around, say, “I’ll be right here if I can help you,” or “I’ll be happy to help if you need anything.”

Effectiveness and Efficiency Are Important
Being effective means finding the right solution for your customer's needs, and the only way you can do that is to know your products and services. Learn all you can about what your business has to offer. If you are unsure about a customer’s needs, ask your manager or a coworker to help find the right product or service. Being efficient means finding the best solution quickly. You can be knowledgeable, but if you take too long to come up with a recommendation or find a solution, you are going to lose ground with your customers. Customers value employees who are both effective and efficient.

What steps should you take to help customers? Discuss these steps with your manager or instructor. Refer to the contact you wrote down on the first page of this chapter. Discuss this and other types of customer contacts you normally handle. It is important that you understand the basic steps for assisting your customers. Remember, though, that one size does not fit all. Flexibility is important when dealing with different types of customers and scenarios. That is the only sure way you can give each customer individualized service.

BRAINSTORM THE RIGHT WAY TO HELP CUSTOMERS
Soon a nurse came into the waiting room. “Mr. Benjamin?” Dave walked toward her. She said, “My name is Ann. How are you doing?”
“I’m fine, thanks.”
“Great. Come with me. I’ll get you weighed and take your blood pressure first. Then Dr. Gilbert will see you.”
How Did the Customer Feel?
By the time Ann came for him, Dave felt comfortable in Dr. Gilbert’s office. Both Kathy and Ann explained the procedures to Dave. Because Dave was comfortable with the employees, with the look of the office, and with the organized manner in which it was run, Dave felt he was in good hands.

S T E P 3
SAYING GOODBYE: ENDING THE INTERACTION
Customers are going to remember something about their visit to your company. Whether they do business with you or not, why not make their visit memorable by making them feel valued?

Find the Right Solution
When you find the right solution, your customers will feel good about coming to you for help. Sometimes you may not have any solution to offer, but even when you are unable to give them what they need, show them that you tried your best.

Make Sure the Customer Is Satisfied
When you have asked the right questions and received the correct answers, when you have identified the customer’s needs, and when you have found the best solution, then go one step further to make sure the customer is satisfied. If you know the customer is happy, validate his or her decision by adding an assurance, “I’m sure you’ll be happy with that choice. It’s one of our most popular items.” If you feel the customer may be hesitant or unsure, ask something like, “Do you have any questions about how this works?” If you were unable to find the right solution, apologize and say, “I’m sorry we didn’t have the __________________ you were looking for.” As for the browsing customer who is leaving without doing business, you might want to ask, “Is there anything I can help you with today?”

Acknowledge Customers for Coming In to Your Business
Always let your customers know that you appreciate their business by saying something such as, “Enjoy your new. . . .” or “I’m glad I could resolve your billing problem.” If he or she does not do business with you, say, “Thanks for coming in,” or “Thanks. Next time I hope we have what you’re looking for.” Let your customers know you hope to see them again by saying, “Please come back soon.”

THE RIGHT WAY TO END YOUR CONTACTS
Dr. Gilbert completed Dave’s physical. “Mr. Benjamin, it looks like you are taking great care of yourself. Do you have any questions?” “I can’t think of any.”
 “After you finish dressing, you can go to the reception area, and they’ll finish your paperwork. Unless something changes and you need to come in, I’ll see you in a year. It was great meeting you.” Dr. Gilbert smiled, shook Dave’s hand, and said goodbye.
Kathy saw him coming. “Done already? I have your paperwork right here. Do you have any questions?”
“No, Dr. Gilbert was great. She spent a lot of time with me. I’m glad I came to see her.”
“That’s nice to hear. Would you like us to mail you a reminder card for your next appointment?”
“No, that’s OK. I’ll remember to call.”
“We do get booked up quickly, so please try to call about two months prior so we can get you a convenient appointment.”
“Thanks for letting me know. I’ll make sure I do that.”
“Thank you for coming in and have a great day.”
How Did the Customer Feel?
Kathy ended on a positive note by asking if Dave had any questions. His answer told her he was satisfied with his interaction with Dr. Gilbert. She ended by thanking him for coming in.
The following week, one of Dave’s coworkers asked if anyone knew of a good doctor. “I do,” Dave answered. “I just saw Dr. Gilbert last week for a physical. She was great. Besides that, the office is clean, the staff is very friendly, and they went out of their way to make me feel comfortable.
I’d definitely recommend her.”

Whenever you have your customer hat on and go into a business, pay close attention to the way you are treated. Think about the things you liked and the things you did not like. Learn from watching others. Make sure you treat customers the way you like to be treated.

PUTTING IT ALL TOGETHER
Dave Benjamin arrived at the physician’s office feeling slightly uneasy because it was his first appointment with this doctor. He walked into the office, looked around at warm gold walls, an interesting grouping of chairs, a table with magazines neatly organized, and an Oriental rug covering the wood floors.
He saw an open sliding glass window. A cheerful woman smiled and greeted him. “Good morning, how are you today?”
“I’m fine, thank you. I’m Dave Benjamin. I have an appointment with Dr. Gilbert.”
“Thank you, Mr. Benjamin. Since this is your first time seeing Dr. Gilbert, will you please complete this new patient information form?”
She reviewed the form with Dave. “When you complete it, you can bring it back to me. My name is Kathy, and if you have any questions I’ll be happy to help you.” Sensing his discomfort, she smiled warmly.
Dave completed the form and returned it to Kathy.
She quickly looked it over. “Thanks, Mr. Benjamin. Have a seat, and Dr. Gilbert’s nurse will call you. It shouldn’t take long.”
Soon a nurse came into the waiting room. “Mr. Benjamin?” Dave walked toward her. She said, “My name is Ann. How are you doing?”
“I’m fine, thanks.”
“Great. Come with me. I’ll get you weighed and take your blood pressure first. Then Dr. Gilbert will see you.”
Dr. Gilbert completed Dave’s physical. “Mr. Benjamin, it looks like you are taking great care of yourself. Do you have any questions?”
“I can’t think of any.”
“After you finish dressing, you can go to the reception area, and they’ll finish your paperwork. Unless something changes and you need to come in, I’ll see you in a year. It was great meeting you.” Dr. Gilbert smiled, shook Dave’s hand, and said goodbye.
Kathy saw him coming. “Done already? I have your paperwork right here. Do you have any questions?”
“No, Dr. Gilbert was great. She spent a lot of time with me. I’m glad I came to see her.”
“That’s nice to hear. Would you like us to mail you a reminder card for your next appointment?”
“No, that’s OK. I’ll remember to call.”
“We do get booked up quickly, so please try to call about two months prior so we can get you a convenient appointment.”
“Thanks for letting me know. I’ll make sure I do that.”
“Thank you for coming in and have a great day.”

Although you may not automatically think of a physician’s office as a customer service provider, think again. Every business provides customer service. It is important that anyone—in any business—who interacts with customers understands this. Customers, even patients, will go to someone else if they are not satisfied with their treatment.

Customers May Come Into a Business Because of the Products but They Will Decide to Come Again Only When They Are Treated Well Consumer confidence has hit an all-time low. Let’s face it: People have become more wary when it comes to business dealings. They are— and have the right to be—selective about where they spend their cash.
Now is not the time to take your customers for granted. Treat them poorly? They will leave as fast as they came in. Not interested in finding a workable solution? They will find a business that is interested.

Getting customers into your brick and mortar business may be a little tougher in financially challenging times, but when customers do come in, make sure you do everything you can to hold on to them. It really isn’t that difficult:

BUSINESS NOT AS USUAL
■ Welcome your customers into your business. Immediately begin building a relationship by establishing a rapport.
■ Find the best solution for each customer. Communicate effectively by asking questions, answering questions, and most importantly, listening carefully.
■ End on a positive note. Use basic courtesies such as saying, “Thank you for coming in.” When you demonstrate to your customers that you want their business, you send a powerful message that you are going to do all you can to keep their business. When you do that, you increase your chances of staying in business.
■ Smile and show enthusiasm both for your customers and for your job.
■ Keep a friendly and helpful demeanor.
■ Customers value effectiveness and efficiency—learn all you can and do it quickly.

K E Y P O I N T S
Step 1: Saying Hello: Greeting the Customer
■ Greet every customer.
■ Make an impressionable opening statement.
■ Ask or explain how you can help and give your name.
■ Tune in to your customers.
Step 2: Between Hello and Goodbye: Helping the Customer
■ Pay attention to the one customer.
■ Show and tell.
■ Make the most of your question-and-answer period.
■ Know when to stay and when to go.
■ Effectiveness and efficiency are important.
Step 3: Saying Goodbye: Ending the Interaction
■ Find the right solution.
■ Make sure the customer is satisfied.
■ Acknowledge customers for coming into your business.

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