Create Good Shopping Experiences All Year Round


Lynnea Hagen Speaker

In past posts I mentioned secrets to building solid customer service plans and creating lasting relationships of “raving fans.” As I started thinking about it (fueled by the juices of this BIG holiday shopping season!), it occurred to me that what we need to create is a wonderful shopping and BUYING experience that lasts more than a month or two. We need to be acutely attuned to our clients’ needs, and consistently evolve ourselves to meet and serve those needs.

Today’s post is part of the list of “secrets” required in shepherding and growing your satisfied customers into raving fans.

You must know what your customers want (not what you THINK they want!). How do you achieve this? Well, you must know who your customers are, then you will know better how to serve them. Demographics are essential here. An upper-class woman in her 30’s is going to have completely different expectations than a working class man in his 50’s.

There are five main areas you need to consider and plan for in order to know what your customers want:

  • Listen to Your Customers

  • Ask Your Customers Sincerely

  • Offer More than Just a Product/Service

  • Know When to Ignore Them

  • Put on Your “Coaching Cap”

These are all important when deciding what your customers want out of their shopping experience.

Listen to Your Customers

You need to listen to both what they say and what they don’t say. Customers may say they want one thing and really mean something else. For example, if you customers are begging for lower prices, you may find out their real priority is quick delivery.

Also, listen to your “silent” customers. These are the customers don’t bother to complain because the service is so bad they’ve just given up and don’t feel like their voice matters. They feel unwanted and when a competitor shows up, they’ll be gone.

Listen to former customers. So many businesses only ask current customers what they like about doing business with them; yet most businesses NEVER bother to find out why people leave. This is golden information! Yes, it may be painful, but it’s great “fertilizer” for growth and change.

Lastly, listen to customers who only reply with “fine”. These customers are similar to the “silent” customers in that they are so used to bad customer service they only give a monotone response. They are probably the next group to leave. If “fine” is a good enough service rat