November 3, 2016

No matter your competitive prices and product selection, you will be no better than hundreds of other retailers competing for the same customers if you lack customer service skills. According to a 2014 study by NewVoiceMedia, an estimated $41 billion is lost by U.S. companies each year due to poor customer service.

Have you ever tried to contact an online seller about a problem or to ask a question? If so, you’ll often find yourself searching the company’s website for contact information and, if you send them an email, you might never get a reply.

According to a 2015 consumer experience survey by Aspect Software, 76 percent of consumers say they view customer service as the true test of how much a company values them.

A great example of customer service done right is Aquarium Depot in Citrus Heights, California. The family-owned retailer puts customer service front and center in its business, which specializes in aquatics and reptiles. When you walk into the store, the first thing you will see to your left is a checkout counter. On your right, you’ll find a customer service counter.

I have visited literally hundreds of pet stores over the years, and have caught store owners, managers and sales people in a wide range of moods. People obviously can’t be at their best all of the time, but even if they’re not, they need to keep in mind that the customer pays their salary.

As a small business, problems with those big, uncaring businesses or inattentive online sellers can give you a big advantage if you’re willing to make customer service an important part of your store’s identity. Here are the top seven aspects that make up good customer service (in order of importance):

Patience: Retailers who know the value of customer relationships will develop a policy that can be followed by everyone, from the top down. Good customer service requires a lot of patience, even when you are really busy or not feeling your best. Being patient is probably the hardest skill to master, but it is also the most appreciated by customers.

Sociability: This skill is a close second when it comes to customer relationships. Being friendly will get you return patronage. Believe it or not, customers “like being liked” and will go out of their way to give you their business if they value that relationship.

A willingness to listen and learn: When it comes to knowing what your customers want, the ability to listen to their problems and solve them will earn you their loyalty. A problem shared or a problem solved creates a special bond that no big business will be able to emulate.

Product knowledge: It has been said many times that a small business fares better than a large business in the product knowledge category. Most consumers believe that small business owners know more about the products they sell than an employee in a big, impersonal chain store.

Good communication skills: Being able to communicate with customers is an obvious necessity when dealing with the public.

A positive attitude: Maintaining a positive attitude, when coupled with communication skills, is critical. Don’t dismiss a customer’s question with the easy answer, but also never tell your customer you will do something and then fail to do so.

A willingness to adapt to market dynamics: An ability to adapt is a skill we must possess in order to stay relevant in an ever-changing marketplace. The retail business was once as simple as coming up with a need and filling that need. Today, filling a need is just one small part of the equation.

Your ability to define your business as one whose reputation and likeability sets you apart from online and big chain competition will enable you to become a mainstay in your community just as Aquarium Depot has been doing for years.

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