Posts Tagged ‘survey’

Retail: The Point

September 19, 2011

The Point is when customers come in, we don’t expect them to buy, we don’t force them–we hope they desire or want what we have to offer. That is our relationship. Somewhere along the line, stores started to add ‘benefits’ to attract the customer. Great customer-service is one thing, slavery is another, but when you add in things like commission, then you begin to enforce this erred system. If people know you are benefiting from their purchase, they know you are worth ‘money’ to them. They know you must cater to them, please them, and find them just what they want to purchase, so you make money off of this. Even in situations where there is no commission, but customers perceive you to be working off commission they treat you differently. They get offended when you’re too friendly, because they think it’s fake. They don’t want to feel like you’re forcing yourself to help them, and they often take genuine help as a sort of contrary–you can’t actually be helping them because you want to, can you? This is how far the simplicity of The Point has gone.

We no longer live in the purity of a system where we provide something you desire, and thus you purchase. We live in a system of competition, most often aganst other companies, but always against ourselves. With modern-technology, we question how many people have visited our stores day-to-day, week-to-week, and year-to-year. We scrutinize numbers, believing them to have the answers, like a Holy Grail. If in the age of mystery, legend, and magic, we could not find the often symbolic, mythical Holy Grail, we will definitely not find it in number crunching. Sure, we can contemplate how to get more customers into our stores. We can consider how to get more people to buy things, but in this process have we lost the Point? In all truth, have we lost the true Holy Grail, which was a simplicity of terms and ideals. It was not mystery and complexity, it was truth hidden before our very eyes. The magic is the fact its not hidden at all, its hidden in plain view.

The technological-age has given us and companies the idea that privacy no longer matters, that customers aren’t just customers while they are in the store, but anywhere and everywhere. We can argue our customers are wearing our clothes, and thus carrying our store with them–as conceited as that may sound. We can argue customers are thinking about our store, and having an online brand is essential to fulfill their needs at any time of the week, day or night. Are they our customers while they browse our websites? Maybe. Are they just our customers the moment they press the buy button? Surely.

The moment we ask customers to fill-out a survey, giving them our name, we lose the Point. If a customer deems our service so commendable to actually fill-out a survey, that should be entirely under their purview. In all honestly, our society and the people whom live within it have only learned to use surveys and reviews for personal uses, often as their own complain box. The impetus for a customer to write something positive is far smaller than it is to write a complain. If we could scale it, I’d say positives are worth pennies to customers, and complaints are worth dollars. They believe in the power of complaint and the smallest irritation is more reason to complain than great customer-service. Ask yourself, to you remember more the salesperson who finds everything you want, and gives you great customer-service or the one who doesn’t do it? Do you remember it because you expect this level of service, that you feel it should always be met and reached? And in all honestly, how often do you even receive this level of service anywhere you go? Yet, it persists in your mind. Yet, you still believe in this level of superior service, and don’t acknowledge the fact it happens far less than it should. Some people say we believe in luck as long as it happens at least once, even if it is one in every thousand. Do we believe in great customers service being the norm, too?

The moment we ask customers to sign-up for a credit card, we lose the Point. I can say any time a store asks me for a credit card, I can just reply with, “Do you have a credit card with this company?” Odds are, they will say no. Odds are, they’re trying to sell something they only ‘know’ about by reading and training. These people aren’t selling something they understand or use. This isn’t like clothing, where you can wear, relate, and communicate to customers to sell in something you believe in. On the rare occasion someone offers me a credit card and has on, we can have a real discussion. Otherwise, this is yet another conundrum retail has created for itself.

The moment we ask customers for an e-mail address, we lose the Point. Sure this is a new age, and a new step forward. We can now send receipts to customer e-mail addresses. Now they can never claim it has been lost–unless it’s a gift, which they’ll solve or have already solved. In the long-run, this will save more trees and create less trash in a world direly in need of eco-friendly methods and ideals. Yet, customers also know this is a step into the ‘privacy’ of their lives–will the receive unwanted e-mails now? Will your store intrude into their personal lives? Sure, you think they’ll think about your store more. Maybe you’ll get more customers to come in. Yet, do you have to ask them to give their e-mail to you? There are many ways to get e-mail addresses from customers, it is how and when you do so which makes a huge difference.

We do not ask for anything from customers, we never should. Our relationship is clear as water. We provide merchandise, we help them find what they want, we help them desire it, and we help them purchase it. The intimacy of that relationship ends then and there. Yes, customers become living advertisements for our clothes. Yes, they can use word of mouth. Yes, they are the power, the electricity that powers and keeps stores alive. Yet, they do so at their own feeling. They tell people because they want to. They’ll wear that perfect outfit when they feel like it. Do you not see, some companies will think of ways to force customers to share their ‘love’ with their friends, they’ll find ways to make customers wear their clothes. This is the greed, the want and the desire of the company, without putting into consideration the customer. This is where the clear water becomes muddied, thick, and filled with grease.

Those who truly understand the Point, these people carry the Holy Grail. This is the Galahad you want by your side. You want someone who understand to just help the customer find what they want. This salesperson will make the customer love what they want, because they love it, not because they have to. Not because they receive e-mails about discounts, not because their credit score is now under your influence, not because you give them the power to complain about your flaws. No, your Galahad will fulfill the needs of the customer and that is all you need. You don’t need to force-feed people to make them happy. Imagine a company whose entire wealth of popularity and fame is based on it’s customer-service–not slavery–but service. They don’t ask anything more form the customer than to see what they have, and to hopefully fall in love with it, and leave with bags of love. This is the company which will not fail. This is the company which shall survive. This is the company which desires to be reborn.

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English 101: All versus One

November 11, 2010

Hello students, today’s lesson is an easy one, if you can read English. Are you ready? All is everything, all is everyone, all is basically all. One is singular, one is by itself, thus one stands alone. Got that? Good.

A customer comes with an older coupon, which is still good, giving her 25%-off one regular-priced item. I go through the transaction, and she’s buying three items, two are regular-priced and one is sale. We always give the discount for the most expensive regular-priced item. I tell her we actually have a special for today only–40%-off instead of 25%-off. She seems okay with this, but of course, you can never tell with these kinds of people. So I go through the transaction, and she stops me.

“Wait! That’s not right! That’s the same discount I’d get for 25%-off!”
“What?”
“You aren’t giving me any savings, it’s better with 25%-off!”
I blink, and wonder why I”m faced with such utter brilliance on a daily basis. I explain to her there is no way 25% is greater than 40%-off.
“No, it’s not a better discount!”
So I go back and I show her the discount, and I even pull out a calculator to show her the price of 25%-off and 40%-off. Obviously, in any world except for advanced mathematics, you can argue the 40% discount is far better. She’s still yelling at me, getting angry at me.
So I say flatly, “Fine, I’ll do what you want, okay? I was trying to be nice, but I’ll give you the discount you want. 25%-off.”
So I change it, watching the total increase as I showed her several times with the calculator. Then she yells stop again.
“What are you doing?!? Isn’t this for all items?”
I roll my eyes without rolling them. I point at the coupon, I want to say, “It’s printed in English.” At the very top, the first line, “25%-off one regular-priced item.”
“Oh, I thought it said all items.” She gets violent with the credit card machine, swiping it. I tell her to stop, because we have to get back to that screen, as I say, “So I guess the 40%-off is better.” There is silence. “Now you can swipe.” NO apology, just like there was no thank you I even offered to give her a better deal. This was my first customer of the day. Oh, be sure, be quite sure, she helped make the rest of the day FANTASTIC! Utterly fabulous, thanks lady.

Customer Type: The Blind, The Dumb, Learn the Language, Unapologetic

Denim Complimentary

August 20, 2010

There was a time I was an excellent salesperson. There was a time when managers and coworkers asked what my secret was, how did I make sales so easily? As time moved on, as more horrible customers appeared and ripped pieces of my soul apart, I became more rigid and I wasn’t willing to be open, helpful, or caring. Why be an evolved salesperson if your customers don’t care?

Recently, we watched a training video with sales scenarios which made everyone laugh. Yet, watching it, I often thought how much each of my coworkers do this, every single day they work. My philosophy is clear with sales, I believe I need to sell so we each get hours to work–no sales, no hours, no coworkers. The greater influence I am in making people buy things, the more my coworkers get to work–and basically do the bad things presented in the video.

Yet, after the video, I was willing to try. I helped a couple, they were both heavy-set, and the woman wasn’t really open to help at first. So I helped her boyfriend first. We slowly took time finding denim for him, a cut that would work, then a wash that would be cool enough for him, and make her happy. We went on to find matching shirts for several different outfits. Along the way, I also got her back into the fitting rooms to try on several more pants, because her first attempts were failures. I was actually excited, thinking, this is selling again, reborn. They both found stuff they wanted.

I left the fitting room helping another customer, and I walked back in seeing them turning a corner. So I decided to check their rooms, and I found everything still there. They bought nothing. I was disappointed. Then, I hear the manager ask for me. She comes to tell me the couple I just  helped, they felt so bad, so sorry they didn’t find anything; they might come back, but they wanted to tell her how I went above and beyond trying to help them find the perfect outfits, how patient I was and how helpful I was. My manager gave them a survey to fill out. I guess that counts for something, right?