Knowing your customers
When I was a child I remember going with my parents to dress shops for my Mother to buy clothes.
All these shops were independent and individual, but they all had one thing in common – they got to know the customer and made her feel special.
These days I don’t have the budget for that kind of shopping, but I can still find those service values on the high street.
I regularly shop at Phase Eight, and, whilst it is because I love their clothes, it goes beyond that:
- They always greet me when I go in
- I feel welcome
- They take clothes from me and hang them in the fitting room – you could say that means my arms are free to collect more, but I’d say it saves me from getting arm ache!
- They look in the stock room for sizes not on the shop floor, or other colours – without being asked
- Shoes are available to try – helping you see what the finished result will be
- They call other branches if stock is not available
Now all of that might seem quite trivial to you. In fact, you might even feel uncomfortable with that kind of attention.
And do you know what? That’s fine – that probably means you’re not an ideal Phase Eight customer.
So, here’s the thing…
You need to know who is the ideal customer for your business. And, more to the point, you need to know what good service means to them. And then you need to deliver it…