Blog

Start a Customer Service War

April 17, 2011 by Doug Fleener — President and Managing Partner, Dynamic Experiences Group, LLC

I'm sure you saw that Walmart just launched a new ad campaign that promises "Low Prices. Every Day. On Everything." No doubt the big box stores are going to be slugging it out this spring in an ugly price war to prove who has the lowest prices.

I say forget price wars: I want to see a customer service war!I want to see companies try to one-up each other over who can deliver the best service. Instead of dropping prices by a penny, add another something you do for the customer.

Of course the big discounters will never do this because they don't really focus on service. It's not their competitive advantage. But it is the competitive advantage for specialty and independent stores. Shouldn't they be starting a customer service war? As a matter of fact, shouldn't we be starting one every day?

To win the war you obviously have to be better and more consistent than the competition. Here are some things you might be able to declare:

• We warmly welcome every customer. We're happy you've come to our store and it shows.
• We treat customers like old friends. Many of you are.
• We call customers by name and are happy when they know ours.
• We make our customers comfortable by sometimes serving drinks and snacks.
• We understand our customers needs and wants before we recommend products.
• We provide a great experience for the entire family, including the children.
• We offer unique and interesting products at competitive prices.
• All of our employees are product experts. More importantly, our employees are customer experts. You won't find a better staff anywhere.
• Our store is fun. One thing you'll always find in stock is a smile.
• We make shopping easy. The same holds true for returns and exchanges.
• We offer special touches that our competition doesn't. This might include free seminars, free gift-wrapping, special delivery, charitable events, etc.
• Our checkout process is fast and efficient, but more important it's enjoyable.
• We're thankful for our customers and we prove it with thank you cards, follow-up calls, and invitations to future events.
• No matter how busy the store, our employees are able to work with multiple customers and still give individual service. It's an art and we're good at it.
• We understand that we're not going to be a customer's only retailer but we'll do whatever it takes to be their favorite retailer.

I say let the big box stores duke it out over who can sell the farthest below cost. That's a war that none of us can ever win and unless you're Walmart, Target or Amazon you'll be a big loser if you try.

Win the customer service war. That's a war worth fighting.

About Doug Fleener

---

None

Connect with Doug: