Communicating for Profit and Customer Satisfaction

The President of a 200+ store division of a major retailer learned of a serious communication problem and commented that 'this was to be expected in large organizations'. Well, that clears everything up. Many retail executives don't believe that communication is important enough to get it right by coming up with a methodology that will ensure accurate and timely communication to field personnel. They don't think communication is an issue that will affect the business one way or the other. They readily accept mediocrity in their communication methods because their organization is 'large'. How interesting. You've got to wonder?does this extend to other critical areas of their business such as customer service and product quality? Does it extend to their employment practices and their commitment to labor standards? Does 'large' mean cumbersome, ineffective and inefficient?

Consumers know that customer service in the majority of retail stores is indifferent, at best. Of course, there are some retailers who treat their customers with respect and who work very hard to serve them well. I am not talking about those few. I am talking about the majority. Do you know why the majority are indifferent to their customers? It's because so many leaders are indifferent. Accountability for service at store level rests squarely on the shoulders of upper management.

Let's look at a Store Manager who is an experienced, intelligent, customer service oriented individual. She wants to do a good job by providing customers with a good shopping experience; by providing the company's stakeholders with a return on their investment and by providing a decent lifestyle for her family. You may think this individual does not exist in retail, but she does. Unfortunately, the upper management of her company does not realize she is an important part of the organization. They think and say they do but, as evidenced by their actions, clearly they do not.

This Store Manager must receive accurate and timely communication (which includes training) from her Head Office in order to do the job well. Yet she is close to the bottom of the list of people who are deemed worthy of receiving this communication. Below her on the list are the store associates. As backward as that sounds, it's true. Most customers interact with the Store Manager and associates. Hmmm?could this have something to do with the problems consumers encounter in retail stores every day? I think it has everything to do with it.

Ineffective communication results in aggravated customers ? let's say you receive a promotional offer in the mail and you take it to the store only to find out that the store personnel has no idea that the promotion is in effect. How that store personnel handles your situation will make the difference between satisfaction and aggravation. Hopefully, the store personnel will use good judgment and common sense and will find a way to satisfy you. If not, you are going to be an aggravated customer. You have been inconvenienced ? you've wasted your time and, once again, you are let down by a retail organization.

Ineffective communication results in high employee turnover ? let's say the scenario mentioned above is just one more in, what seems to be, a never ending communication nightmare. The store personnel are embarrassed and made to look foolish through no fault of their own. They do not want to be continually badgered by disappointed customers. At some point, the management and staff decide to move on, having lost all confidence in their company's ability to get it together and keep them properly informed. No employee wants to appear uninformed. And, contrary to popular belief, there are many retail employees out there who really want to look after customers properly and who feel embarrassed when they don't have the information they need to do it.

Ineffective communication results in lost sales ? if the store staff doesn't have product information - features, delivery schedules, pricing, etc. ? they can't advise and inform the customer. The more information they have, the better equipped they will be to influence buying decisions. Isn't it desirable to have associates who are able to positively influence the customer to purchase what the store has to offer?

Every problem we encounter in a retail store, with the possible exception of rude behavior (and I do mean 'possible' exception), can be traced back to a lack of accurate and timely communication.

It's time for retailers to embrace an effective communications methodology and stop accepting mediocrity just because their organization is 'large'. It's time for the self proclaimed 'highly important' people at the Head Office of the 'large' organization to be brought up to speed as to where, and by whom, sales are made and customers are satisfied.

You can contact Dianne Miethner at dmiethner@dmsretail.com

Dianne Miethner is an experienced senior Retail Manager with a passion and comittment to higher level customer service everywhere. She has written several books and articles about the topic. Some of her other publications and views can be found at http://www.dmsretail.com alternatively, you can reach Dianne miethner at dmiethner@dmsretail.com

In The News:


pen paper and inkwell


cat break through


You MUST Sweat the Small Stuff

It's The Little Things That Make or Break a Small... Read More

Complaining Consumers

The salesman's job is to be well informed; extremely well... Read More

How to Retain Your Customers the Dish Network Way

Customer retention is vital to a business. If you cannot... Read More

Clients - What They Want from You

A growing number of individuals are finding themselves called to... Read More

Making Customer Satisfaction Surveys Work

Why bother? Good customer service is the life blood of... Read More

Whats Love Got To Do With It?

Customer Loyalty, we all want it. Don't we?Some people say... Read More

11 Moments of Truth

These moments come when a customer or client?1. Hears someone... Read More

Make Your Customer Your Friend

The simplest way to describe a 'durian' (pronounced doo-ree-ann) is... Read More

Courting Customers - From First Date to Marriage

Landing a new client is like courting a potential spouse.... Read More

Passing the After-Sales Test

Some time ago a major UK food retailer decided to... Read More

Service Equals Performance Equals Service

Service can be described as a "performance" of some kind... Read More

Have You Hugged a Customer Today?

It all started a couple of weeks ago when a... Read More

How To Keep Your Customers Coming Back -- Understanding Customer Retention

Why do some businesses offer points, stamps or every tenth... Read More

How To Kick Your Customer Service Up A Notch!

Welcome to the inaugural issue of Human Tech Tips --... Read More

Your Voice Print

"Mountains are built one pebble at a time and climbed... Read More

Customer Service, the Internets Primary Neglected Business Concern

Customer service is everything to a business. Just look at... Read More

Making the Connection: Customer Relationships That Build Your Business

Have you ever wondered why you often find a coupon... Read More

Breaking the Ice and Winning Over the Client!

Wherever you turn these days you'll find articles covering every... Read More

Your Career Plan--Think Like A CEO

You've been going 6-to-late; exhausted by running the supersonic treadmill... Read More

Responding to Complaints

It's possible that in the course of your business dealings,... Read More

Develop Loyal Customers for a Lifetime ? part 1 (1 ? 10)

Traditional marketing strategies encourage business owners to continually grow their... Read More

Sorry, No Customer Service After 4:00 P.M.

A few months ago, I wrote about ingenious styles of... Read More

Does Your Customer Talk Back To You?

What is your customer saying about you? Do you really... Read More

Attitude of Service

When conducting a training session about customer service, I always... Read More

How To Use Your Current Customers

Jay instructed a customer of his to offer a rare... Read More

Creating the Right ?Viral Reputation?

Unless you are brand new to business, or have been... Read More

Learn to Anticipate Your Customers Needs

This morning I was having breakfast with my good friend... Read More

Why You Should Always Honour Your Guarantees - Even When The Customer Is In The Wrong

The Reason Why Direct Internet Marketers Have To Work So... Read More

I Wont Tell My Lawyer but I Will Tell You

A general counsel of a large international consulting firm told... Read More

Customer Service - A Lost Art?

Is customer service a lost art? Before you answer that... Read More

Listening: The Foundation of Communication

Listening is the #1 communication skill for leadership, selling, customer... Read More

Are You Satisfying Your Customers?

The latest report from the American Customer Satisfaction Index (Michigan... Read More

Your Number One Asset

Customers put you in business, keep you in business, and... Read More