“How to Be a Great Customer”

“How to Be a Great Customer”
By Leonard Youngblood

This article will NOT include a very real 20% intangible when dealing with people. This intangible concerns the attitude behind the face. This would include perceptions, beautyism, cultural backgrounds, physical preferences and the subconscious mind of everyone. We as people are constantly evaluating others against our own personal beliefs and values. As stated, this article will NOT address this very real intangible.

I have excellent advice, if heeded, will put you in control and maximize your shopping experiences. My 12 years in service industry makes me an absolute expert on this subject. Both on giving great customer service and how to be a great customer.

It is my desire to impart specific stratagems on how to be a great customer.

“Great Customer? you ask.

The comment itself sounds odd and out of balance. However, based on the popular belief that customer service is a one way street, the notion would seem odd. It is naïve to think that when you are in the contact with the service industry, that you do not have any responsibilities. In a perfect world, you would or may be correct. But let us be realistic. Based on the formal education and upper socializing that is evident among us, it would behoove us to think differently. Thinking otherwise would not be practical.

My speech will cover six specific areas that we all need to know that will educate and enhance our contact with the service industry.

Number One: Be Prepared

Know the environment. The environment of a Dillard's department store is significantly different from the environment of a Home Depot. 80% of the customers that visit a Home Depot are there because they have a problem. Leaky room, broken toilet, insects, air conditioning is out, appliance is broken and the list is endless. You as a customer are in a sea of faces. You as a customer must be prepared. You can more than double your ability to receive the needed and meaningful help by being prepared. If you are calling, have pencil and paper ready. Shotgun requests will practically be ignored. Be brief and certainly get to the point. If you are calling, you honestly have about :08 to get to the point. Don’t call a store and begin telling a story. I have had customers call and say. “Hello, my name is Margie Waters, I live in Okemah, Oklahoma. Its been a while since I lasted visited your store. My son and his family live in Del City, Do you know a Ronnie Waters? I am not sure why I am calling. My house is hot and I’m wondering what to do to keep it cooler.” In today’s fast paced world, does this dialogue activate anybody’s helpfulness? If you are in the store, you have about :20 to get to the point. The aperture of opportunity is very narrow, so be prepared. And certainly be specific. If you need training, then state that you need training. If the need is of a time constraint, then explain that time is an issue. Communicating succinctly and clearly will maximize the needed help. So be prepared.

Number Two: The Fallacy of Training

Have you ever been compelled by a very well produced commercial spot that touted great values and expert advice? Sure you have, we have all been exposed to them.

The facts are that most people that work in the service industry are not formally educated, properly socialized and prefer blue collar activities.

It is naïve to expect a young person to have the skills and life experience of a seasoned professional.

So number two, understand what and who you are dealing with. This will give you the correct perspective so that you may have a matched expectation.

Number Three: Stop Using Mediators

How many women have been asked to either call or have been dispatched to your local hardware store by the men in your lives? How many of you have been on the phone while the person that really needs the answers is in close proximity? Gentlemen, if you are guilty of this, stop it! But Leonard, can I not simply give my wife an empty box and have her simply match the product and make the purchase? To this I answer, “Absolutely Not!”. Let me explain. When you are involved with a project, you have actually activated your creative and spatial person. As you are working the plan, you are actually improving the plan and making mental notes. Part of these notes are supplies. Invariably, you will remember a need after the dispatch has been made. You now create a stressful communication with the person that you have sent. Why? Because 8 out of 10 times, they will have no idea as to what you are talking about. So men, you go to the store. You will enjoy the experience and in often times will improve your own project. To do otherwise violates leadership Law number four, which is the Law of Navigation which states, “The secret to navigation is preparation”. You do the work, not your women. Mediators are considered feckless by the service industry. Its your project, so manage it. And that is point number three, Stop Using Mediators.

Number Four: Stupid Questions

How many of you have heard the statement, “There is no such thing as a stupid question?” Like beauty, the stupidity of a question is in the eye of the beholder.
Questions are not asked in a vacuum; their intelligence or stupidity depends on a variety of contextual variables. The ideal question is:
-a reasonable questionn-spoken to the correct sourcen-intelligently phrased
Listen, I can write an entire article on to make requests for information, but that is not my focus today. Mainly, when you see a blue vest, an orange apron or a red smock, please don’t approach that person and say, “Do you work here?” Trust me, the person (the associate) that you are speaking to is being warped to some time continuum where you are being bludgeoned with a 2 by 4. Be smart. Also, be confident and assertive, please do not lead with "I know this is a stupid question, but …”. That is a Classic defensive maneuver and will not get you the mercy that you seek. Remember, Questions speak volumes about you! You will be treated accordingly. So, point number four, don’t ask stupid questions.

Number Five: Handling Complaintsnn-Returning Merchandise: Always, always have your receipt. Know the rules. It is in the “Instructions for Life”. Everyone that lives in these United States and deals with the service industry knows to keep their receipt. A receipt is power. It demonstrates a relationship between you and the vendor. It is the consumer record of sale. Do not forfeit your power. Understand that the people assigned to “Customer Service” desks are highly jaded. They have heard every reason under the sun as to why something has broke, or missing a part or customer dissatisfaction. It is also unnecessary to have an attitude, poor attitudes and anger only slow the process. It is not helpful to go into a whole spiel on what a loyal customer that you have been. Simply return the item and say: “I am not satisfied”. That’s it. If asked, simply request a refund or replacement. It is just that easy.
-Poor Customer Service: No one reading this should ever tolerate poor customer service. However, there is an effective approach. It is called leadership. Those that have take
Leadership as their life vocation will know that their personal conduct on the matter will make the difference. If you really need the service and you have been ignored or poorly treated, the short term solution is to approach any associate and ask for the “Management Presence on Duty”. If asked, “Is there a problem?”, explain that you are seeking a solution. Make every effort not to use negative or reactive words. Always replace the word “complaint” with “feedback”. It will attract more helpfulness and interest for your need.
-General Complaints: Dirty rest-rooms, long lines, out of stocks, messy environments are all a reflection of the management team. If you truly want to make a difference and you should, contact the district manager or their consumer lines. These people are interested in your satisfaction and it creates a documented history. The store manager is more interested in his relationship with the associate rather than the customer. He needs to be to stay operational.

And Finally, Number Six: Good Manners

You really are a guest, therefore be a great guest. As a guest, please practice great grooming and hygiene. You will be surprised as to how much a difference it makes. Remember, everything you learned to be a great guest was learned when you were in kindergarten. This means returning merchandise where you found it or at the very least give it to an associate. If you spill something, please alert an associate. Don’t yell for service, don’t yell at your family and certainly do not yell at other customers. Be honest and play fair. This means not taking advantages of mistakes. Do not take things that do not belong to you. Apologize when appropriate and show mercy at every opportunity. Respect the rest-rooms, lift the lid, flush and wash your hands. Also, large warehouses are inherently dangerous, so be smart and on the watch. Conduct your visit with safety, for yourself and your family.

And finally, when you make your next trek to the store, please consider the six habits of being a great customer. So, be wise, use common sense and most importantly, have fun!