Customer Service: Often Overlooked, Always Essential

We have all heard it a thousand times: Good customer service can make or break a sale. Ironically, in this day and age, good customer service is often a luxury rather than a given, and all of us have, on one occasion or another, made our purchases regardless of the reception we receive from the sales associate.

However, poor customer service inevitably tarnishes the image of the company in the customer’s mind. Recently, I experienced both horrible customer service and exemplary customer service in the space of less than ten minutes, in the same department store. The impact was powerful – had it not been for the second experience, the first experience would have driven me from the store forever.

My intent for the shopping trip that day was to treat myself to something pretty and fun. First, I approached the jewelry counter. At first, the sales associate was mildly receptive. Then I told her I was looking for a simple gold ring instead of the pricey jewel encrusted bauble that I initially requested to try on, and her attitude changed drastically.

She snapped at me, “We do not carry plain gold pieces in the fine jewelry department,” and immediately turned her back to me. She also made a nasty comment under her breath to her fellow associate, which I overheard.

I had fully intended to make a purchase in the department. Had the sales associate treated me well, she would have had another sale for the day and for her commission check, but her abrasive demeanor and obvious disdain for the type of piece I was seeking changed my mind instantly.

Furious with the rude sales associate, I began to walk toward the exit, determined to boycott the department store from that day forward. I stopped only when I came across the counter that held my favorite brand of purses, with the intention to glance briefly at the new arrivals and then continue on my way.

It was Nancy who changed my mind. Yes, I remember her name; that was intentional on my part, because Nancy is the type of sales associate you want to encounter when you go shopping. She was the very epitome of top-notch, excellent customer service: kind, warm and helpful without being pushy or aggressive. Nancy truly made me feel like a valued customer, and solely because of Nancy, I bought a purse that day and have remained a customer of the department store.

Furthermore, I have spread the word about Nancy. First, I returned to the store the next day to rave about Nancy to the store manager and issue a complaint against the rude sales associate in the jewelry department. Secondly, I refer those people seeking that particular brand of purse to Nancy whenever possible.

Customer service may seem trivial compared to the melee of other issues that come with running a business, but in reality, it can have quite a powerful impact on the level of success you are able to achieve. With a glut of competing businesses out there, it is crucial to retain your customer base while constantly working to build it up. And with the advent of the digital age and social media, word of mouth is a major force these days. Therefore, you need to institute a strong foundation of return customers as well as establish a favorable reputation. For this reason, it is important to adopt the “Nancy Strategy” when dealing with your customers.