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Category: Customer Service

It Takes a Big Person to Handle a Tough Customer

I was watching Cake Boss with my wife and kids last night (great show on TLC) and Buddy, the Cake Boss, had a really tough customer. How he handled it was a teachable moment for anyone in customer service.

Background: Mother & daughter came in to order a wedding cake. Daughter was totally not into the idea of a big fancy wedding. She never really gave much feedback but said okay to the design he offered.

The day before the wedding she came in to look at the tastefully decorated ivory cake as agreed, called it ugly and asked for something different. While Buddy went to talk to his team she grabbed tubes of colored icing and began squirting them all over the cake, basically ruining it.

Buddy came back and was shocked. He booted her out of the bakery.

The Dilemma: What should he do next? He basically had three options:

  1. Bake her a new cake. His business was swamped and it would mean overtime for his staff, plus the extra cost of the new cake and decorations, but they could do it.

  2. Give her the cake as is and say, “You did it, you get to live with your actions.”

  3. Tell her that he wasn’t going to make a cake for her at all.

What would you do?

The Decision: Buddy called the mom, a good customer of his, and told her he couldn’t do the cake. She began to cry. Buddy then changed his mind and promised he would take care of her. As he hung up he said to his team, “I’m gonna show her that I can be the bigger man in this and make her a cake she’s gonna love.”

The result was a phenomenal cake that made the mom and bridesmaids cry. (Bridezilla refused to even get up from her chair to look at the cake. I give that marriage about 3 months at best.)

The lesson, however, was telling. At the end of the day Buddy decided that doing the right thing (making a new cake to the customer’s satisfaction) was more important than doing the easy thing (not making a cake), or the deserved thing (giving her the cake she “decorated”).

You could justify any of those three actions, but only one of them will get you repeat and referral business. Whether the bride was happy or not, the mom and the bridesmaids will always remember what Buddy did and will tell others about it, too.

That is how you get Word of Mouth from over-the-top customer service.

Word of Mouth, Hidden Talents, and Smiles

I plan every staff meeting the same way, by finishing this statement:

This will be a successful meeting if…

For this morning’s meeting it was:

  1. If the staff has a better understanding of how to truly create Word of Mouth in our customers, and how close we are to offering over-the-top experiences that customers will talk about.

  2. If the staff finds one new way to use a hidden talent of theirs to offer a unique customer experience.

  3. If the staff bonds.

Simple enough.

We started with a quick presentation on Word-of-Mouth (1), the same info I give in my Main Street Marketing on a Shoestring Budget presentation.

After that, we broke into small groups and had everyone share one talent (2, 3) they had that the rest of the group probably didn’t know. Then, with the help of the group they had to brainstorm a way to use that talent in the store (2).

For example, if your talent is cooking, we have children’s cookbooks. Why not take one home, try out a few recipes and bring in something you cooked from the cookbook? Wouldn’t that be pretty cool to have actual dishes from the cookbook to sample before you bought the cookbook?

Not only did we come up with some pretty good ideas, the staff got to know each other a little better. And those ideas will lead to a better customer experience and more Word-of-Mouth.

It all started with the goal. Do you have a goal for your next meeting or are you just passing along information? If it is the latter, send them a memo. The best meetings all start with a goal and are built around fun ways to reach that goal.

-Phil

PS The Smiles reference in the title was because at every meeting we share Smile Stories. It is at the core of everything we do, so we reinforce it at every meeting by sharing how we have met our ultimate goal in the past month.

PSS Having trouble coming up with a way to reach your goal? Start with this simple Meeting Planner Worksheet. Still having problems? Send me an email with your goal and I’ll tell you what I would do.

Surgery on Hold Because of Trust

I was supposed to have surgery last Friday. The appointment was canceled while I got a second opinion from a highly regarded doctor in the same field.

Now I know why the doctor is so highly regarded.

A Second Opinion
Quick background: I scheduled a surgery with a doctor in whom I had trust from our initial meetings, but not a lot of knowledge and history. So I had a friend who works at the hospital do a little asking around. This doctor is new to the practice, but certainly not inexperienced. But few people knew enough about him to have an opinion. They all universally raved about the other doc, however, so I scheduled a second opinion with her.

Then she told me something that blew my mind.

“If you are going to have the surgery, you should have [the other doctor] do it. He gets better results than I do.”

This is an expensive operation, one they both have done many times. And she told me to have him do it. Can you imagine what guts it takes for a doctor to tell someone that another doctor is better at a certain procedure?

And can you imagine what trust she just earned from me?

Put Their Needs First
There is a credibility you gain when you are honest. There is a credibility you gain from promoting someone or something other than yourself when you know it is in the best interest of your client.

You may have heard some retail expert tell you to never recommend another store. You may also have watched the movie Miracle on 34th Street and know that is bad advice.

The bottom line is that when you put the needs of the customer ahead of your own needs, you win her trust, which is often more important in the long run than her immediate business.

-Phil

PS Surgery is scheduled again with doc #1. But we’re trying a non-surgical alternative first. Second opinions are always worth the time and effort – especially with a doctor who has earned your trust.

The Weatherman’s Curse

Once again the storm wasn’t what we expected. Depending on your source, we braced for 3, 4, 5 or even 6 inches of snow last night.

At best I shoveled an inch and a half off the drive before heading to work this morning

My boys were devastated. They had already put their brains into “snow day” mode. Right now they hate weathermen (as do all their teachers who have rooms full of snow day kids).

The poor weatherman has over-promised and under-delivered once again.

Fortunately for him, however, he gets to keep his job. We don’t often get that second chance.

Mistakes Happen
If you have a retail store it happens. You will over-promise and under-deliver. Maybe it is a special order that didn’t arrive in a timely fashion. Maybe it is a product that wasn’t as advertised. Maybe it was a bad day for one of your employees and the great customer service you advertise wasn’t there.

How do you handle those moments?

I think the best thing to do is say, “I’m sorry. We made a mistake.”

No matter whose fault it is, no matter that you did everything right but your vendor failed you, your shipping company goofed, or your employee was totally misunderstood, it is still your mistake. So own it.

The customer doesn’t care about all that other stuff, the excuses. She put her trust in you and you failed her. So say you’re sorry, admit you made a mistake, then go about trying to fix it. That’s all she wants.

  • An apology
  • An admission of guilt
  • A solution

Give her those three things and I promise you the sun will come up tomorrow. Heck, I’m certain of it. My weatherman told me it would.

-Phil

How One Bad Apple Nearly Spoiled the Ski Trip

The big family Christmas gift was a long ski weekend at Boyne Highlands in northern Michigan.

Although not as immediate as a box of Legos, the boys were thrilled. And the experience was incredible!

WOW Customer Service
We showed up at the Zip Line just as it was closing – no problem. They got us dressed and ready in no time at all and made it seem like we had made their day to stay open an extra 20 minutes. Korie was just a gem.

We showed up for our free buffet breakfast and had Martha, our waitress, treat us like rock stars. Dirty plates whisked away immediately. Tips on which buffet stand to get the freshest food. Anticipating our every needs. It was a free meal, so she wasn’t in it for the tips (although she got a big one). She just obviously loved doing her job the right way.

At the bottom of the chair lift Tyler was able to strike up a conversation in the few seconds before we were lifted away that we kept going back to the same lift time and again just to keep the conversation going. No wonder he won employee-of-the-year last year (at least that’s what he claimed, and I wouldn’t argue.)

Every single interaction was over-the-top positive customer service…

Except one.

Not So WOW
It probably wasn’t that big of a deal, but my wife was having a tough time getting off the inner tube course tow rope. The attendant seemed indifferent to her plight, even a little put-off that she was holding up the line (which consisted of one other person, my son). His attitude was a stark contrast to the friendly, caring attitude of the rest of the staff and it almost brought down the whole trip.

His indifference and attitude was all my wife could talk about.

Thank God Korie and the Zip Line team restored our faith later the same night.

But it was a quick lesson on how fast a great experience can unravel because of the careless work of one person in a seemingly unimportant position.

Hiding the Risk
The inner tube tow rope is probably pretty low on the totem pole of jobs at a top-notch ski resort. Maybe management knew this and put their lowest performing person there, thinking he could do the least amount of damage.

But least amount of damage is still damage. Had that been our last event of the trip, it would have been the defining moment.

If you have an employee doing damage, don’t try to protect him or her. Train or fire. There is no middle ground. That may seem harsh, but your customers will be even more harsh. They won’t come back for a second chance.

Korie, Martha and Tyler had to work extra hard to make up for this one mistake. And to their credit, they did! We already know what Santa is bringing next year.

-Phil

Plotting the Course and Raising the Bar

We all do this. Plot our course for the next year. We are all busy making Sales Projections, Expense Budgets, and Marketing Plans.

But have you done a Training Plan?

Raising the Bar
Have you worked on a list of skills you want to teach or improve in your staff? Have you made a list of strengths and weaknesses for each individual and your store as a whole? Have you chosen a topic where you wish to raise the bar in your customer service this year and then plotted a course for training the staff to that new level?

One mistake I used to make was to think that just by telling the staff where I wanted them to improve, they would figure out how to do it. Big whoops!

You need to not only identify where to improve but also figure out how to train to that new level.

One Topic per Quarter
It takes time for your staff to grasp new concepts. It takes time for them to learn something new and be able to implement it in their daily routine.

Therefore, I always pick just one topic each quarter on which to focus. Then I plan all my trainings during that quarter on teaching the staff more about that topic. If we are successful in raising the bar then I will pick a new topic for the next quarter and plan all those trainings around that topic. If not, I go back to the drawing board and find new ways to teach the first topic.

For instance, last year we focused much of the year on Communication – communication between employee & customer, communication between employee & employee, communication between employee & me. Yeah, it was a big topic and took up most of the year. And we made great strides in raising the bar on the first two. (But unfortunately not the last point. Somewhere I failed. If the staff doesn’t learn, it is never their fault, always the fault of the teacher. So I’ll figure out something new and keep working on that point this year.)

Moving Forward
The focus at the beginning of this year will be on improving our merchandising skills. I could just tell the staff to do better, but nothing much will change. Instead, we will be working each month on a new skill such as how to use signage (who it is for, what it should say), building attractive endcaps, thinking like a customer.

My goal is to eventually empower the staff to recognize the difference between a customer-friendly display and a stocker-friendly display and know that they have the authority to make changes as necessary to keep the store fresh and exciting and move more merchandise.

But without a Training Plan, this doesn’t get accomplished.

Training Plan Made Easy
Sound like too much? Make it simple on yourself.

  • Write down a list of your staff’s overall strengths and weaknesses.
  • Pick two items on that weakness list and prioritize them.
  • Teach something on that highest priority until the staff gets it. Then move on.

You’re the leader. So go lead the staff exactly where you want them to go.

-Phil

PS Need help planning your meetings/trainings? Here is a FREE eBook on how to do that easily and effectively. (Don’t forget to download the worksheet too – but read the eBook first!)

Head Cheerleader

Five shopping days until Christmas. In the home stretch. You’re tired, run down and stressed, just counting the days. Your friends and family are encouraging you to “Hang in there, it’s almost over.”

Sorry to burst your bubble, but you need to do more than just hang in there.

Of the hundreds (thousands) of customers who come through your door this week, many are entering your store for the first time.

Now is the time to WOW them so they become lifelong customers.

So no matter how tired you and your staff are feeling, no matter how many hours you’ve worked, how many sleepless nights you’ve had fretting about the business, you have to find that reserve inside you that makes this week the most special experience your customers have ever had!

And you need to fire up the staff, too. Your new role for the next 5 days is Head Cheerleader. Here are three things you can do to keep your staff going strong until the end.

  • Praise them. Tell them specific things you have seen them do right in the last few days. Share their praise with everyone.
  • Cater lunch. Not just some sandwiches and chips but a real sit-down meal with silverware.
  • Hire a masseuse. Give the staff 20-minute breaks to get table massages.

These next few days are not only critical to your holiday sales, they are critical to your future because you never get a second chance to make a first impression. Get your store ready, get your staff ready and get busy!

You can do it. Rah rah rah, Sis boom bah!! I’m pulling for you!

-Phil

It’s a Wonderful Life!

Yeah, watched one of my favorite movies last night, It’s a Wonderful Life with Jimmy Stewart as George Bailey. Cried like a baby at the end, just like I always do.

Then it dawned on me…

This is a movie about incredible customer service.

All those people who came to bail out George at the end did so because first he had given them incredible, over-the-top, unexpected, bend-over-backwards customer service.

Unlike Mr. Potter, George put helping others above personal gain. George made a difference in other people’s lives. Let me repeat that.

George made a difference in other people’s lives.

Does your business do that? Does the customer service you offer make a difference in other people’s lives? Or is it simply a nicety that makes the exchange more pleasant?

The latter only gets a thank you at best. The former? It is the stuff angels are made of.

If you want your customers to show you the kind of love George got at the end, you better figure out a way to make a difference in their lives. When you do that, you’ll find that retail IS a Wonderful Life!

-Phil

Love is a Given

Tiger Woods was on ESPN radio this morning and mentioned a lesson his father, Earl, taught him.

Love is a given. Trust and Respect have to be earned.

That is true not only in people, but in businesses too.

You have customers who love you. We all do. Sometimes it is just the nature of our store. Heck, who doesn’t love a toy store? But have you earned your customer’s trust?

Earning Trust
You can earn their trust a number of ways…

By always doing what you say you will do. If you promise to call someone back with information, you better call them back with that info. If you promise delivery at a certain time, you better deliver at that time.

Sure you might slip up along the way. We all do. but if you can’t do what you said, you better be upfront and honest with why you didn’t perform. When you make a mistake, admit it quickly and apologize profusely.

By always being consistent in who you are. If you stand for quality, you have to drop the products that don’t meet your standards and stand behind the products you do sell. Whatever your principles, you have to show that you are willing to give up some of your profit to be consistent with your values.

By always looking at your business from a “what’s-in-the-best-interest-of-the-customer” point of view. Is your cash wrap set up for quick and easy checkout? Does your return policy favor you or the customer? Are you willing to do what is right by the customer even when it costs you money?

Earning Respect
To earn respect you have to be respectful. Do you always have a positive outlook or are you a skeptic who sits back and take potshots at everything? Do you join in on the solution or just talk about the problems? Do you help out others or only look after yourself?

Your attitude goes a long way towards your ability to earn your customers’ respect.

We all have customers who love us. But if you want to grow your business, you have to earn their trust and respect. And you have to earn it anew every single day.

-Phil

It Just Isn’t Fair!

There’s an uproar in the toy world and I want to give you my take on it – be sure to read the whole article.

One of my major vendors, a long time player in the specialty toy industry, just gave a whole bunch of exclusives to Toys R Us. Many independent toy stores are understandably upset. Not only does it cut into our margins, it makes us no longer look like the experts – one of the factors we use to compete against the big box stores.

Someone asked my opinion on it. I figure I’d share it with you, too. It’s pretty simple.

S**t happens…

Yeah, it was the specialty stores that helped build this brand in the US. So what? Yeah, it was a major difference between us and our big box competitors. So what? Yeah, it was a huge customer draw for us. So what?

If I had a dollar for every toy that used to be exclusively sold in specialty stores that eventually found its way onto the shelves at TRU, Wal-Mart or Target, I’d be retired by now.

Unhappy Customers Equals Unhappy Store?
No, it’s not fun when a customer comes in wondering why the “school” you’re selling is almost twice as much as the “school” at TRU. She doesn’t care that their school is smaller and doesn’t have all the accessories. She also doesn’t understand why you can’t get all the other stuff she saw at the other store. And she really doesn’t care that some of the price difference is because of their buying power – heck, that’s reason enough for some customers to go running from your store immediately.

All she knows is that she has a problem and you’re not being part of the solution.

But like I said before, this happens all the time. And there are pretty much only two reactions I can have.

  1. Be pissed and angry and let everyone see how unhappy I am with my lot in business (life).
  2. Accept it as part of doing business as an independent retailer and put a smile on my face while trying to show the customer what I do have and what I can do.

Of course you are going to choose #2. That’s what the smart retailers do.

Not Their Fault
It isn’t the vendor’s fault. The vendor needs to make money. Selling to the big chains is one method of doing that. And you don’t know what is driving their actions. Maybe the indie stores haven’t supported them enough. Maybe there is pressure from a silent partner or parent company. Maybe there is enough demand that going big is a necessity.

Whatever the reason, it happens all the time in the toy and baby industries, and I would guess it happens in your industry, too. It just isn’t worth getting your panties in a bind.

Take the High Road
You can choose to drop that vendor. Just don’t think it will show them any lessons. If anything it will embolden them that they made the right choice going mass.

You can choose to evaluate the vendor financially. Are they still drawing customers and making you money? Then keep ’em. If not, drop ’em.

You can choose to tell your customers what a horrible company they are in doing that to you. You might win some sympathy, but you might also come across as sour grapes. Remember that it is about the customer and her problems, not you and yours.

The better approach is to see if what you have will fit her needs. Focus on solving her problem with what you have, not what you don’t. Focus on what you can do, not what you can’t.

Bottom Line
In the end you have to take care of your own bottom line. That means first and foremost taking care of the customer, making sure she has a positive and rewarding experience in your store and that you do whatever you can to solve her issues and make her happy. No matter what a vendor does, there is no excuse for a poor attitude from you.

It also means evaluating your vendors from a strictly financial sense. Is their product still drawing customers and making you money? Good. Don’t let your emotions get in the way of a proper evaluation of a potential profit center.

At some point a vendor’s actions will not be in your best interest. Rarely do those actions cause major damage to your business. Your reactions to their actions are usually the culprit. So take control of your actions now, and reap the benefits later.

-Phil