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Candace D'Agnolo

Customer Service vs. Customer-Friendly: Knowing the Difference Could Be the Key to Your Success

There’s a big difference, and knowing it may be your key to success.

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IF I ASKED YOU what sets you apart from your competition, would you say “great customer service”? I bet you would. But if I asked you if your policies, hours and experience were in turn “customer-friendly,” could you respond with the same enthusiasm?

I know you’re thankful for every customer who walks through your door. You offer them amazing customer service, no doubt. But does your customer think your return policy, for example, shows you’re grateful to have them as a customer? Do they feel forced into too many rules? Do signs in your store say, “If they pee on it, you pay for it”?
How would your business change if you looked at it through the lens of being thankful for your customers? Here are strategies to show customers you’re thankful during each phase of contact.

Show Thankfulness at First Point of Contact

Are you open when your customers need you to be? If your pet parents are working 9-to-5 jobs, are you open at least a couple later evenings and/or weekends? And when they arrive at your store, first impressions are everything! You want an inviting entry, free from cluttered signs that could detract from their experience or convey a negative tone from the start. Ensure that when customers walk in the door, their experience is rewarding. Are employees greeting every customer in a unique and genuine way?

Show Gratitude During the Experience

The second phase for your customers is the shopping experience. If you were shopping for clothes or food for a party, you would want to try things on and sample the goods to ensure you will be pleased with your purchases. When it comes to your store, do you allow pets to try things on? Why not? If not, do you have a sizing chart for types of dogs and weights to help your customers choose the correct size? Do your employees know how to make the proper recommendations? Do you offer treat samples? You can easily open a bag to allow a customer’s pet to try a treat, then if they don’t purchase it you can use it for future samples.

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Show Them How Much You Trust Them

The third phase happens at the register. Are your return policies customer-friendly? Are they clear and simple like … “Your Satisfaction is Our No. 1 Priority,” or is your receipt filled with rules? Customers are busy. As much as they may wish to get back to your store in the 14 days your policy allows for, life happens, and a return very well could be put on the back burner. The same goes with the returning of used, opened or defective merchandise. Think not only about what is a reasonable expectation for these scenarios, but what will make your customers happy at the end of each transaction?
Having a customer-centered shopping experience is the key to increasing return customers. Become comfortable with releasing the worry of customers taking advantage of policies. Don’t be afraid to let go of the rules! When you do, it releases the friction and tension for employees and customers alike when bringing up the dreaded returns or damaged goods.

It’s the time of year that we’re all hyper-focused on being thankful for what we have, but according to scientists, feeling thankful year-round will boost your well-being, improving your chances for success, and in turn, I believe your sales will increase as a result. An easy place to start is to be thankful for your customers, showing them through their experience with you.

Candace D’Agnolo owns successful pet business Dogaholics and offers business consulting at Pet Boss Nation. For help creating a customized 90-day plan to tackle all your business goals, download a free worksheet, at petbossnation.com/petsplus. Contact her at hello@petbossnation.com.

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