Skip the Process
A friend of mine shared extreme frustration after a trip to the mall this weekend. She needed to purchase a new bottle of make-up brush cleaner. Being a life long customer and make-up aficionado, she knew exactly what she wanted. A quick trip to the counter would have been sufficient, instead it turned into a marathon waste of time which resulted in no purchase.
So how does a life long customer leave without their product of choice? Great question. My friend was whisked into something I like to call “The Process”. Salespeople have a process they are supposed to follow during a customer’s visit. In the case of this particular make-up counter, the salesperson was supposed to take customers through a step by step process of how to use the product. Then, explain which other products compliment it to create more savvy and informed customers. But my friend wasn’t interested, she had heard the spiel before.
Skip the Process
You need to listen to your customers. If they say they have used the product for years or know how to use it, accept their response. Adjust your customer service process. Stop the spiel and let your customers leave with their purchase. There is a fine line between education and tedious repetition. Don’t make your customers feel like children being ignored. Nationwide just put a comical spin on this customer service flaw in their newest commercial.
Give your customers a voice and skip the process.
Categorized in: Blog, Customer Service, Retail
Comments are closed here.