Dear Business Owner, It’s the time of year that every retailer looks forward to. Those broke window shoppers are replaced by bonus-heavy customers eager to spend like there’s no tomorrow. Not until January will we worry about overdrawn credit cards and salary advance loans to repay.So it should come as no surprise that on this day, I walked into your store with money in my pocket ready to make a purchase. It wasn’t something I needed, but rather a Christmas gift to myself. I knew the item exists cheaper elsewhere but your store is located conveniently close to me so there I was. I had a budget but was prepared to splurge a little more if necessary.
As I entered the store, two of your employees looked at me. They were standing near the door having a conversation. I walked around, trying to locate the item. A third employee made eye contact before quickly looking away. I walked and looked some more. No-one spoke to me, asked what I was looking for, or if I needed help. Eventually I found the item. It was a little over budget, but gorgeous nonetheless. I gazed at it, held it and briefly entertained the idea of supporting a business that couldn’t care less if I was a piece of bamboo.
Then I put it down and headed for the door. You see, Dear Business Owner, I am one of those customers who like to feel appreciated. I am one of those customers who is prepared to spend a little bit more if the service is just a little above ordinary. That’s how a new pharmacy swept me off my feet. One day a few months ago when my regular pharmacy was closed, I ran into the nearest one. They asked for my phone number which I readily gave assuming it was just for their records.
Since then, the new pharmacy has called every month to remind me when my prescription needs refilling – something the old pharmacy never did. It costs a few dollars extra and they’re located a few metres further away, but I am a sucker for personalized service because that’s a business that understands that every customer counts.
So back to you Dear Business Owner, I won’t be stepping into your store anytime soon. But before your uncaring employees send even more of your customers to your competitors, you might want to have a schedule a customer service training session.