8/2/2019 CustomerService_Dance Retailer News

1/222 March 2009

When Karen Gariepy,

owner of Bodies in

Motion of Novi, MI,

answered a phone call

during a typical day at

the store, she had no

idea what she was getting

into. Im having problems with a dance shoe I

purchased from you. Do you think you can help me? a

customer asked.Of course! Come in, and I promise someone will

take care of you and solve your problem, said Gariepy.

When the customer arrived, the owner noticed the

woman wasnt a regular, and the shoe wasnt a style

Bodies In Motion ever carried.

Still, Gariepy tried to act fast to remedy the problem,

even as the customer grew more and more agitated.

You promised on the phone you would take care of

me. I want what I was promised. Now! she argued.

Gariepy kept her cool, focusing on her customer.

Unable to refund or replace the shoes, she did the

only thing she could doget the manufacturer

involved. As it turned out, the customer had purchased

a discontinued shoe from a store that was now closed.

Apparently she figured that since she couldnt be

refunded on her purchase, she would coerce Bodies in

Motion. Nevertheless, Gariepy was able to get the

manufacturer to give the customer an allowance for a

purchase at Bodies in Motion.

In the end, Gariepy succeeded in pleasing the

customer, perhaps even prompting a return visit to

the store. But she cautions retailers who are

overeager to please everyone who walks through

their door: Its always good to ask questions before

you make promisesand try your hardest to meettheir needs.

As Gariepy discovered, good customer service

goes beyond stellar products and top-of-the line

service. According to Barbara Wold, a retail

business expert, spectacular customer service

involves genuine care and value for the customer.

Successful retailers, she says, understand that each

customer is different. Anticipating each customers

real needs can give you a competitive advantage.

Tweens have discretionary income, so they want to

be treated as valuable customers. Seniors want good

old-fashioned customer servicelike they had back

in the day. The digital generation usually wants

things faster. All these age groups, plus gender and

ethnicity, must be understood, she says.

PERFECTING YOUR PRACTICERetailers with more than one store should identify what

drives demand at each location, says Peter Grimando,

vice president of sales for retail consulting firm

7thOnline Inc. One size does not fit all. Dont assume

that just because a product sells well in one location, it

will sell well everywhere, he says.

One way to fine-tune localized product planning is to

set up focus groups to collect data and fresh new ideas

from customers and staff. Gather 10 to 12 people tobrainstorm on specific areas of your business, says

Wold. Appoint an outsider to be your moderator, hire

someone to take notes, promise the attendees anonymity

andmost importantoffer a store gift certificate

worth $75 to $100 to all your attendees. Its a great way

to show you appreciate their input.

MAINTAINING LOYAL RELATIONSHIPSMaintaining relationships is critical to customer

satisfaction. Nikki Smith, manager of Dance World

in Livonia, MI, says hello to her visitors within the

first 30 seconds after they enter the store. In the

dance business, most people need help, so its

important to reach out to them immediatelyevery

time, says Smith. You must build trust. If we dont

AT YOUR SERVICEThink you know all there is to know about customer service?

These insiders tips will broaden your knowledge. BY DEENA CAMPBELL

IllustrationsbyEmilyGiacalone

8/2/2019 CustomerService_Dance Retailer News

2/224 March 2009

have a product, we will refer our customers to our

competitors. We want them to understand we are

here to serve their every need.

Gariepy uses technology to cement her customer

loyalty. Every week, she e-mails her clients a friendly

reminder of upcoming sales, or what she calls the

calendar of savings.

HIRING THE RIGHT STAFFOnce youve established good rapport with customers,

choose employees who will help you maintain a high

level of customer service. A successful retailer sets

standards for their hiring process and sticks to them.

Tanja Fisher, manager of Fouett Dancewear in

Kingwood, TX, has defined two absolute prerequisites

people who are outgoing and those who have dance

experience. On the other hand, Amy Kenney ofBoulder Bodywear in Boulder, CO, places more value

on work ethic. I want a team player who is looking

for something more in life. They must be reaching for

a dream, she says.

Wold suggests looking for behaviors that build

lasting relationships, such as strong eye contact,

friendly smiles, the ability to determine a visitors

needs and a personal touch while closing the sale.

She also recommends training to help employees

continue to improve. Training staff is a prerequisite,

she says. Training on a continuing basis, especially

in friendly telephone and face-to-face techniques

which result in sincerity and substance rather than

empty phraseologycan provide organizations with

an advantage that will score with customers. With

customerservicenightmaresEven the most seasoned dance retailers

encounter challenging situations. Here

are a few disasters that were

handled gracefully.

The Pretender

Manager Kim Alexander of Sandys

Dancewear Too in Dallas, TX was having a

good day, until she noticed horrible reviews

of her store on a local website for mothers.

Alexander recognized the authors name and

remembered her visit to the store a fewweeks earlier. The customer had asked for a

discount on merchandise with visible

deodorant stains, which was immediately

granted. A week after Alexander saw the

review, the same patron visited the store

again and acted as if nothing happened.

She came in and treated me like I was

her best friend, says Alexander. It was so

bizarre, because in her posting she stated no

one should ever step foot into our storelet

alone her. Now I know never to take store

reviews to heart.

The Complainer

Owner Randy Boyse, also of Sandys, triedto satisfy a customer who wanted black

pointe shoes for a class his wife was taking

in Mexico. Boyse informed the man that the

dye from the shoes would more than likely

rub off. He understood, but insisted on

purchasing the shoes anyway.

Weeks later, the customer called back,

furious that the dye had rubbed off on the

dancers tights. Boyse offered to send

ribbon to prevent the dye from rubbing off

further. Annoyed, the customer demanded

the ribbons be sent expressnot via

ground mail.

Boyse was stuck with a $75 UPS bill.

Customer service always prevails, he says.

The Trickster

Nikki Smith, manager of Dance World in

Livonia, MI, was baffled when a customer

wanted to return dance shoes after she had

destroyed them by wearing them on the

street. Our policy is that returns must be in

good condition, says Smith. The customer

became disgruntled, took their names and

threatened to complain to the owner.

Things like this happen all the time, but

you just have to tell customers as nicely

as possible what your store policies are,

says Smith.

proper training, employees will maintain the stores

quintessential spirit, even when a storeowner isntpresent. I always tell my employees, if you are in a

situation and you cant reach me, think, What

would Tanja do? says Fisher. They know I love

my customers and would bend over backwards for

them. I lay out my expectations in the beginning, so

every employee displays similar positive behaviors.

And rememberevery difficult customer can

potentially be your best customer. Prompt and

sympathetic handling of complaints can turn a dis-

gruntled customer into a happyand longer lasting

one, says Wold. People whose complaints are fully

dealt with are even more loyal than those who have

no complaints.

Deena Campbell is a freelance writer in New York City.

Prompt andsympathetic handlingof complaints can turna disgruntled customer

into a happyand

longer lastingone.Barbara Wold