Never Mistake Kindness For Weakness
Words from me, your humble master of the obvious: "superior customer care at the sale, coupled with heartfelt kindness fuels any retailer's brand offense, defense and market value. In essence, the most successful retailers or manufacturers deliver boundless sensitivity, rugged constitutions for their customers, daily."
Retail brand leadership is smartest, most effective and most competitive when it walks, talks and builds an unyielding demand for customer kindness. I truly believe and have applied for decades this rule for customer engagement: "kindness and respect are your most valuable assets, your greatest competitive advantage, your most profitable business weapon of choice." Customer kindness fuels positive store comps.
On the other hand weak customer care, arrogance, neglect and sluggish in-store response portends failure in company vision, failure in financial results. Trust me, without naming certain companies we all have competed with, lost sales and market share footing is as much about a blatant lack of customer kindness and valued experience as it is about any array of their products or services. I know demand for excellence in service is very obvious to us all but just why then is retail customer service so often neglected?
Our new social and e-commerce digital tools, instruments and levers are creating challenges and opportunities that are invigorating consumers. While the ancient valued power of customer kindness, respect and reflective actions may be considered e-old, they are still highly valuable as e-new and much easier to deploy.
Customer kindness is still lacking and anemic in so many who compete with us, yet so strong and fierce in so many who wish to defeat us. As we recognize in highly successful companies, customer kindness and customer service is not a department, it's simply and smartly everyone's job. It's simply an opportunity to defeat a competitor with a smile, again and again.