One of my favourite magazines Giftrap asked me to  write an article on Customer Service and we thought it would be fun to create 10 Commandments!

The magazine is the leader in relation to issues pertinent to the gift and homewares sector.  Even if you aren’t in gift and homewares retail there are great articles and information for all retailers. 

If you aren’t aware of the magazine and you are in a retail business I recommend you subscribe or even better, joinng the GHA, Gift and Homewares Association, and get Giftrap as part of your membership. 

 There is a link to a file you can download if you prefer to read it that way, download the pdf: 10 commandments of Customer Service

Enjoy!

In my experience with retailers around the world, Australian retailers are bordering on paranoid about competition.  Some faces changes when the competition is mentioned, they speak in hushed tones and they are continuously looking over their shoulder.  Surely this energy can be put to better use!?

In reality, anywhere a customer spends their money is competition to your store.  The Water Board, the newsagent, the supermarket, the parking station, the phone company, itunes, school and the list goes on!  The focus should be on your business and how to attract and keep your customers, not what is happening next door. 

If you are doing all the right things and you are copied, then take this as a sign that you are doing a lot of things right.  You will need to continually change and evolve to keep ahead of the game.  If you are a person who copies similar stores in all aspects, you need to realise that you will always be behind the game and you need to learn the skills of a great retailer or get out of the game!

As controversial as this sounds, it is realistic.  Retail is changing faster than ever, we communicate with our customers directly and they give their feedback immediately.  They comment about shopping experiences, good and bad and it doesn’t take long before they pick the fakes.

I would like to challenge you to look at Competition from another perspective.  Think of other stores who sell similar ranges to you as a reminder to your customers of your point of difference.  That you are a better retailer, of the way you treat them, the products you sell and the way they feel good after they have been in your store.

I want to give you some interesting example of what I am talking about:

1. We were exhibiting at a trade show when a retailer came to our stand with a ‘shopping list’, a list of products that a leading specialist retailer they were ‘emulating’ (yes my way of saying copying nicely!).  They were literally walking the show, ordering EXACTLY what the leading retailer stocked!  This customer ultimately did not have a successful business as they failed to understand that a store is more than the products they stock!  They did not understand the business of retail or customer service and the key elements of success and it showed.
   The interesting thing I find in these cases (and I have seen many in my years as a wholesaler / retailer), that if a retailer, who knows their craft, picks up on the concept or idea that does not work for the ‘emulator’ (ie copier) they can make it a success as they understand the ingredients to make a great retail business.
2. Sharing information and meeting people in your area of specialty is a great collaborative thing.  Years ago, I brought my retailer customers together to meet and chat over dinner.  I was told I was making a huge mistake, however, in my mind how can communication and sharing information and experiences be a bad thing?  I am pleased to say I was right, great night and they still speak to each other to this day.
3. I had a supplier from overseas come over for a trade fair who wanted to meet other wholesalers in the same product area.  Wow, what a concept.  I must admit I felt a little odd doing it and thought they would think I was ‘spying’ but the experience was wonderful!  To this day, I know and speak to them all.

This said, you need to be aware of what is going on around your business.  You certainly need to know what all stores around you are doing not just the ones that have a similar product group.  Be a student of retail, study what others are doing on and offline.  Read about success stories and apply the tools to success.  Head the warning of the stories that don’t have a wonderful ending.

At the end of the day, independent retailers will benefit from everyone being the best business they can be.  Instead of being threatened, think of all retailers as your union members.  You need to join together and create wonderful retail businesses with exceptional customer service so that independent retail thrives over large chain store retailers and huge shopping centres.

Embrace the competition, see it for what it is, a healthy environment that constantly challenges you to run the best retail business you can! Have fun!

Nancy Georges is a retail marketing strategist working with retailers to create a more profitable business.  She can be contacted at Magnolia Solutions (02) 9773 8874 or info@magnoliasolutions.com.au

Without Exceptional Customer Service, any business cannot thrive, grow or survive long term.

The Internet and Social Media have meant that customers can share their experiences, good & bad, immediately.

Here are some tips to help elevate your Customer Service Experience:

1. Know that Customer Service is giving your customer what they want, when they want it, not just the greeting as they come into your business.
   
2. Remember that customer Service is just good manners applied to your business, your customer and every interaction you have. Be Respectful especially in cases where there has been a less than positive experience, this will ensure emotions do not get in the way of resolving the issue positively.
   
3. Be Genuine. Smile when speaking to customers (especially on the phone), people respond immediately when others smile at them. It will also mean that they associate you with a positive experience. People are always happy to do things that make them feel good repeatedly which is good for your business.
   
4. Take Customer comments, feedback and complaints as tools to help shape future behaviour. if something had a great response, do it again, apply it to other areas of your business & promote it. Use complaints to put in systems and procedures to ensure this does not happen again.
   
5. Every single person in your business needs to value the same Customer Service standards and values. Training, reinforcement and feedback are vital for any business owner and their staff.

If like me, you love antique stores, you will LOVE Peppergreen – just like stepping back to the store as it would have been then, fixtures and all. More on that another day!!

This is the story about Market Kitchen and the owner who KNOWS WHAT CUSTOMER SERVICE MEANS!

I needed a coffee but it was a stinking hot day so I asked for an ice coffee without cream or ice-cream (not because I am on a diet but because I am lactose intolerant).  It has been my experience cafes either get this request or don’t.  The waitress did take the order down in detail and clarified no cream or icecream, “yes i just want cold coffee”.

The Barrista (owner), a grey haired gent with a lovely smiley face, clarified saying it might be strong.  I said yes that’s right, I just wanted cold coffee.

To his credit he bought a cup to the table and said he thought I should try it as he thinks I might not like it – and he was right!! It was a syrup not cold coffee!!! yyyuuuuuukkk!!  Obviously not a true coffee experience like in other cafes!!!

Smiling, he said he thought it was not the right thing and asked what could get me, long black would be great.

He then appeared with another glass, saying he would not be beaten by this challenge and gave me another concoction.  But it was still horrible!! I contemplated just drinking it but it was AWFUL!!  But how divine is he?  Not taking it personally, he took it as a challenge! As a customer I only had a positive experience and was treated respectfully. 

What more could I ask for?? Ok, maybe a good cup of coffee! 

Still smiling he bought me my coffee and although it was not great, it was good and all the nicer for his manner, attitude and pride.

Will I be back? SURE!! I like to support professional retailers who take pride in their business and treat me well!!  Really, the actual product has become irrelevant in this whole story, interesting isn’t it??

This is a great lesson in how to handle customer comments, complaints and lack of satisfaction; sometimes customers don’t speak the same language and there may be misunderstandings but handled in a respectful manner, any situation can end pleasantly!

I had the pleasure of attending SMCSYD – Social Media Club Sydney last night at UTS, with fellow #nscm ers. Kristin Rohan     and Tony Cosentino    .

The topic was Building and Managing Online Audiences and the special guest was MC Hammer, yes THE MC Hammer!!

Now I can be honest with you, my #nscm buddies, I went last night because I had heard the SMCSYD was a great event with quality speakers but I thought MC Hammer’s attendance was the token celebrity, with a major sponsor, not that he would contribute to the content and information on the evening!

Well shut my mouth and paint me purple !! I was so impressed by his knowledge and skill as well as being in fine form for a man over 40!!

I was a fan of MC Hammer 1.0 but I am inspired by MC Hammer 3.0!!

This man lives and breathes what he is talking about, he adds value to any converstation.

He spoke of being authentic, engaging and being the centre of your information universe & more!

Unlike other visiting celebs, he didn’t take himself seriously and had a laugh with the room about his past.  He even answered the following questions posed via Twitter feed (too chicken to say in person??) and via mic:

• “What can and can’t you touch?”
• Do you feel and tweet differently when you are wearing your Hammer pants?

On a serious side he answered questions about future apps, technology he uses (yes he IS a little geeky), how does Social Media handle the challenges of the poor and language translation, what does he see as the future of social media and will it change the world.

I liked his answer to the question:

Q: “Your star shone very brightly for a short time, do u think if social media had been around, your career would have been different?” (this is from memory not transcribed)

A: “I wouldn’t wanted anything to be different! I love the journey I have been on.  If things have gone differnetly, I would not be speaking to you now”  He added, he believes in the Butterfly Effect – if one thing had been different this would then affect many more outcomes.  I loved it!! He is so REAL!

Our divine Kristin had tweeted Hammer directly (yes note I am now on second name terms with him!!) and made him a gorgeous gift of vintage fabric envelope with a gorgeous card inside finished with a choc satin ribbon, and got to give it to him and even got a hug!!

He was so divine, even telling off Rob Rohan (Mr Krisitn Rohan to us) for taking her out of the USA!!

Sorry, Rob, Tony and I missed the hug shot as we were watching it live!!)

Kristin is one of my heroes!!

Another hero of mine is Tony Cosentino     – despite this tweet during the event:

Here it is incase your eyesight is like mine:

Tony has been the only reason I have not picked up WordPress and the Ecommerce plug-in and submerged it in a bath!

He is a professional, honest business man with a lot of integrity with an AMAZING previous career.

He is a great encouragement and a fabulous coach.  More importantly he is very generous and a wonderful man!

A new hero of mine is David Peachey.  A footballer who played here then overseas and is now with the Rabitos (please be inpressed that I can recount this, sport like techie things are not my strengths!!!)

David started the David Peachey Foundation in 2004 with the goals:

• Providing educational scholarships & overseas exchange opportunities for school students.
• Allocating sporting grants to talented indigenous youth.
• Engaging in the ongoing reconcilliation process & personal development of indiginous youth through mentoring & cultural immersion camps.
• Delivering education, health & sports programs in regional & remote indigenous communities throughout Australia. 

Thanks to Tony’s iniitative of speaking to David about #pianostairssyd (more on this soon), I got to speak to David one on one.  So inspiring!! He is actually being the change he wants to see in the world!

David’s focus is on education not sport, he proudly told me that only 2 of the kids play footy! 2 new recipients are doing medicine at Sydney Uni…fantastic. 

David is giving hope to the children and communiities where there was none – what an amazing legacy!

I enourage you all to visit the site and learn about the foundation. 

http://davidpeachey.org/

Keep an eye out for the next SMCSYD! It is a great event and although I did not meet so many of the attendees last night there is a great assortment of people.

All I can say is that the connections I have made via Social Media (Kristin & Tony amongst them) have definitley enriched my life and business and I look forward to more adventures, experiences and stories!!

J

@NancyGeorges

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I thought I would show you a real life example; my own Magnolia Solution pages to help tie all of the information above together.  

Magnolia Solutions’ Facebook page: I use this page to drive traffic to the blog using the Facebook network.  

a. Status Line

b. Tabs with more information / interaction options

c. Blurb about the company

d. Past Status Entries / Posts

e. Visitors can interact with each entry by leaving a comment, showing their interest by clicking ‘like’ or sharing it on their page

Nancy Georges’ Twitter page; I use this page to promote Magnolia Solutions as the owner of the business as well as promote the blog and posts on Facebook.

a. Personalise the background

b. My Location

c. Link to blog

d. Number of people I am following

e. Number of people following me

f. Latest Tweet

g. Thumbnails of people I am following

h. Past Tweets and conversation with others on Twitter

Magnolia Solutions’ Blog; Use this page to promote Magnolia Solutions, infact I have created the websit here.  It contains Twitter and Facebook feeds & links:

a. Blog title – say who you are and what you do

b. Bit about the Author (me)

c. Latest Blog Post

d. Visitors can sign up to follow

e. Can’t see: Twitter feeds, Facebook status updates, People following, Fav Links

The new emerging media and demand has generated a new product for Magnolia Solutions, one of our newest packages is a Social Media package.  We set up Twitter, Facebook & Blog accounts for our clients, with the objective of handing over the management of the sites to them at the end of 3 months.  It is my belief that it is important for store owners to take over this communication themselves, as they ultimately are the ones with the relationship with the customer. Social Media takes a bit of understanding and getting used to.  

There are many dismissive comments made about it in the traditional media and amongst Gen X and older.  However, to ignore it, or worse to dismiss it, will mean that you will miss opportunities for your business that your competitors will take advantage of.  While I am writing this I am very aware that only 34% of Australian retail businesses have a website.  This is partly due to the lack of understanding of the benefit the business will gain as well as the cost of a traditional site. 

Social Media allows you to gently enter the online world in an engaging way and expand it in line with your Marketing Strategy. The Social Media Strategy must work in with the Marketing Strategy.  Your online presence must be backed up by the offline reality and vice-versa.  Don’t forget your customers now have a voice that is louder and stretches further than ever before.  To benefit from an increased profile and closer communication with your customers; ensure that their experience with your business is positive.

Please visit me on Twitter, Facebook and Blog, follow and have a look around, send me any questions, leave comments or suggestions – always welcome!

Useful Websites:  

• My Space        www.myspace.com
• Facebook         www.facebook.com
• Twitter:           www.twitter.com
• Twibes:            www.twibes.com
• Twitpic:           www.twitpic.com
• Blogspot:         www.blogspot.com
• WordPress:      www.wordpress.com

If you would like to view the whole article as one please visit our Documents page  and click “Social Media 101

We have already covered: What is Social Media, networking sites My Space & Facebook and Twitter.

Blogs (short for Weblog) are the closest thing to a website of all the social media.  The user can choose the content and update it at will (within a choice set templates).  Blogs are usually more text and supported by images, audio or video.  They can be a simple page with things of interest; a business site where customers and owner interact and share information or a series of articles/stories with pictures, videos and links to other sites or blogs.  Like the other social media mentioned here, you can set a Blog up for free.  Create your own blog on: Google’s Blogspot (www.blogspot.com) or WordPress (www.wordpress.com), these are the most popular.  Each allow the user to customise the look and content of their page with tools to enhance your blog (called ‘widgets’ in blog speak).

Blogs are prolific at the moment.  Visitors are invited to ‘follow’ or subscribe to’ the Blog.  They are updated every time there is a new update, or ‘post’ in blog-speak.  There is the facility for visitors to leave comments and interact with the author of the blog as well as each other. 

Blog retail store application:

• you can create a blog for their store
• think of your Blog as your own magazine, newspaper or TV channel
• invite communication across a broad scope of people, including customers
• ensure the look and feel of the store is reflected in your blog (colours, style, design)
• link to website, Facebook, twitter
• provide store contact details
• post regularly, expanding on the things mentioned on Twitter and Facebook:
  such as: new stock in store, sale information, product information, funny short stories, nice customer interactions, website updates, loyalty program information etc
• upload pictures of your product lines and discuss them, providing information that will help with the buying decision
• invite customers to comment on posts
• ask questions and engage your customers
• provide information that will serve as post sale service (how to look after the item – additional uses etc)
• feature staff members (they will then link with their social media…..)
• add a calendar of in-store events to your page so customers know what is coming then review it and upload photos after the fact
• remember to promote your Blog instore on your information and on your website and other media
• link to associated blogs, as well as to customers and suppliers

Creating an account is easy on all of these sites; they are designed to encourage you to join.  Each have step-by-step instructions as well as comprehensive help pages.  If you get really stuck you can always ask your Twitter or Facebook community for help and advise!

The beauty of all these social media is that you can connect them so that an update on one updates the others.  By connecting Facebook and Twitter; every time you Tweet, it shows on Facebook, every time there is an update to your Facebook store page; it will show on twitter.  By adding the Facebook & Twitter ‘Widget’ to the Blog, visitors will see a ‘feed’ in a box on one side of the Blog that will show the last few Tweets and Facebook status updates.  They are also linked to each other so visitors can click from one to the other and still stay on your pages.  EASY!

All the sites mentioned here are free to use and have a great support network.  What could be easier!?

I have not really touched on the content of your communications in this article but it is important to say it must be interesting, engaging, relevant and original.  Any mistakes or exaggeration you make online, will spread quickly and harm your business irrefutably.

Social media does not necessarily replace your website, it is meant to compliment your website by driving more traffic to the site and increasing your online profile.

(By the way, this site was build on the WordPress blog!)

We have covered; What is Social Media and Networking sites MySpace & Facebook.

Twitter (www.twitter.com) is the social media of the moment, despite starting in 2006. Twitter asks users to answer “What are you doing right now?” in 140 characters or less. It is, in essence, a status update or a micro blog.

Like other social media sites, Twitter users are encouraged to connect and interact to build relationship and communications. ‘Twibes’, a wordplay on Tribes, are people with common interests. Connecting with members in your Twibe of interest ensures you get the most from your interactions and make better quality connections.

At the moment, on the Twibe site (www.twibes.com), there are:
o 21 ‘Retail’ Twibes
o 40 ‘Sales’ Twibes
o 19 ‘Customer’ Twibes
o 29 ‘Gift’ Twibes
o 35 ‘Shopping’ Twibes
o 40 ‘Shop’ Twibes

That is 184 Twibes that you as a Gift Retailer can interact with immediately. Once you find a Twibe you would like to join, you simply hit the button and enter your Twitter account and password (the first time only) and the information is automatically attached to your account.

It is important to make your ‘Tweets’ interesting and relevant.

Although Twitter is mainly text based you can upload photos to sites such as Twitpic (www.twitpic.com) and write a comment which will automatically update your Twitter status (too easy!). If you have more than one photo per topic then it is best to upload on your site, Facebook or blog and then Tweet about that via a link.

Twitter retail store application:

· Update Stock just in or on its way (create excitement)
· Communicate instore promotions
· Create ‘Spot Special’ excitement – clear stock that is not moving at what is normally a quiet time
· Interesting stories your have read online
· Interesting magazine articles
· Keep emphasising the thing that makes your store different
· Connect with complimentary businesses to promote your business
· Connect with suppliers, customers and other local businesses
· Connect with relevant Twibes

The Social Media landscape should be a little clearer for you now, next up: Blogging!

To understand where we are now, let’s look back a few years.

My Space (www.myspace.com) was launched in 2003 and quickly became ‘the’ must-join site. It predominantly engaged and was used by Gen Y, artists and musicians. It was easy to dismiss as it did not have an obvious business application, even though it did launch many bands and artists worldwide. It connected them directly with their market and encouraged direct interaction. For the first time, people could have a ‘personal’ interaction with their favourite artists, as well as other people that spanned time zones, countries and demographics.
Social Media – Part 3. http://magnoliasolutions.blogspot.com/2009/10/social-media-101-part-3.html

My Space challenged Gen X and older. We did not share our personal information with perfect strangers! We were more private and did not see a place for this social site in our lives.

Facebook (www.facebook.com) quickly followed and was not as easy to dismiss or ignore. Initially, developed in 2004, as a ‘keep in touch’ tool for Harvard graduates, Facebook quickly spread around the world and across many generations. It allows users to have their own FREE mini-website and a voice. Users set up their page, invite people to connect with them and share information, photos, music and videos. It was the photo application that was quickly adopted by users and lead to Facebook’s incredibly rapid adoption among the not so tech-savvy public.

Facebook Applications were added to extend the interactions on the site. There are over 35 000 applications on the site, ranging from surveys, quizzes, petitions, fortune telling & real time chess! In addition to a personal page, Facebook allows business pages, blogging, advertising, creation of group and events. All of these tools/applications can be used to promote your business and develop a close relationship and interaction with current and new customers.

Pages can be public, so that anyone can view them, or private, where connections are made by invitation only. Generally, personal pages are private and people must request or be invited to connect. Business Pages and Events are generally open and can be followed at the click of a button.

Facebook users can post regular status updates, comment about information on friends’ pages or join a conversation on public interest pages. The choice is endless, the result is a closer immediate interaction. The beauty of Facebook is the ability to use images and text to make it more interesting.

Facebook retail store application:

· you can create a page for your store
· link to your website, blog, twitter
· provide store location & contact details
· update your status daily with: new stock in store, sale information, product information, funny short stories, nice customer interactions, website updates, loyalty program information etc
· upload pictures of your product lines
· invite customers to upload pictures with your products or experiences
· ask questions and engage your customers (Discussions tab)
· provide reviews / testimonials of past sales (Reviews tab)
· add a calendar of in-store events to your page so customers know what is coming then review it and upload photos after the fact
· remember to promote your Facebook page instore on your information and on your website and other media

Next, we’ll cover Twitter & Blogging….

Subsequent posts:
Social Media – Part 3. https://magnoliasolutions.wordpress.com/2009/10/14/social-media-101-part-3/

Retailers have a great opportunity to connect with current customers and find new customers at a low cost without technical/programming skills.

Over the last few months I have fully immersed myself in Social Media, predominantly Facebook, Twitter & Blogging. The results have pleasantly surprised me! I knew that there was a strong online community but being a part of these conversations and building relationships has enriched my business and me personally.

I have received many queries and questions from retailers and thought this article was a great opportunity to at least introduce the concept, demystify the media and encourage innovative entrepreneurial retailers to get started (or seek help starting!). I have included theory and practical application to help you start creating your Social Media strategy.

Wikipedia defines Social Media as:

“Social media are media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers.”

The objective of a Social Media presence is to:
· establish your business as an authority in your field, be the ‘go-to’ store
· communicate with current customers
· reach out, find and connect with new customers who may be out of your local area (or country)
· create excitement about your brand
· increase your online profile and consumer awareness
· encourage regular contact with your market
· customise communications to suit different groups of customers

There is a lot to cover so I will break this article up over 4 posts…sit back, relax & enjoy…

Subsequent posts:
Social Media – Part 2. https://magnoliasolutions.wordpress.com/2009/10/13/social-media-101-part-2/
Social Media – Part 3. https://magnoliasolutions.wordpress.com/2009/10/14/social-media-101-part-3/