How's Your Customer Service? (Part 1)

When I ask merchants what sets their business apart from the competition, nine times out of ten the response is the same - customer service. Upon further questioning of what makes their approach to customer service unique, it is hard to nail down a specific answer other than "it's great".

It seems that many define great service as providing the customer with the product they came in to buy. I would classify that as being efficient, but certainly not a testimonial for superior customer service. When I think of places I have visited and found the customer service to be of note, it was more about the overall experience than the actual service.

The experience is what makes a customer want to return to support your business and within this lies the opportunity to set your business apart. Independent businesses are, by nature, positioned to deliver an unforgettable customer experience because of their typically intimate setting, select product offerings and small staff.

Here are few things you can do to create a memorable customer experience:

Be An Expert: Know the product you sell. You should not only be able to answer questions about it, but offer interesting information or background about the item and how it came to be in your shop. This will not only enhance your customer's experience, but establish you as an expert in your field. This will ensure your designation of the "must see" person when your customer is in the market for your product or service.

It's the Small Things: When was the last time you delivered an item to a customer's home? What about calling after the fact to see if they are satisfied with their purchase? In my town we have a shop that offers free gift wrap with every purchase. From a photo album to a rubber duckie, if you want it wrapped, they have you covered. For this reason (and their fabulous product selection), whenever I need a last-minute gift, they are my only stop.

Go Old School: Send a hand-written thank you note. Yep, I said it, hand-written. I know, it's crazy, because it is no longer a standard practice, but how fantastic would it be to see your customer's face when they realize that you took the time to actually send them a note through snail mail. Don't underestimate the power of the mailbox moment. And don't wait for a purchase to send a note. Send a "thanks for stopping in" or "great to see you" note. You'd be surprised how much customer loyalty can be generated for the cost of a stamp.

The bottom line is that in the ever-expanding retail landscape, consumers have more options than ever. The key is establishing that outstanding customer experience that keeps them coming back for more.

Next Time - How's Your Customer Service - Part 2: Main Street Managers, This One's For You!

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What is The Downtown Geek?

The term geek is defined many different ways. A quick Internet search yields the following results: (1) A person with an eccentric devotion to a particular interest; (2) Anyone paid to do work considered odd or bizarre by mainstream society; (3) The people you pick on in high school and wind up working for as an adult. Well, I couldn't have put it better myself.

Why are downtowns the object of my geek affections? I guess I have my Grandma Sonia to thank for that. I spent my summers on the east side of Detroit with my grandparents. Each day followed the same routine. Grandma Sonia didn't drive, so we walked to the small business district in her neighborhood. We'd start the morning at the counter at Sanders to have breakfast and catch up on the local gossip. Next it was on to S.S. Kresge Five & Dime to see what new treasures and trinkets awaited us. Then Cunningham's Drug Store to pick up her prescriptions. And last, but certainly not least for a growing girl, a stop at Kowalski's for fresh cut ring bologna for my lunch.

This is the stuff of my most vivid childhood memories. To this day, I remember clearly how the stools at Sanders wobbled or squeak of the hinges on the back door at the dime store. But more importantly, I remember the people and how they knew Grandma Sonia and by association, me. That was my first experience being a part of a community. Of being a part of something bigger than myself, like a family. A family made of wonderful shops, great old buildings that creaked when you walked on their floors and the smiling faces that knew my name as if I was their own child or grandchild.

Fast forward to 2011 and here I am working for a downtown. It’s not easy to explain what I do for a living, let alone why I do it. Being a downtown manager for Downtown Rochester, Michigan, people think I’m everything from a glorified secretary to a party planner. As anyone in the field of community development will tell you, every day is different. For me, that’s what makes this job worth waking up for each morning.

So what's the purpose of “The Downtown Geek”? Day in and day out we are inundated with negative stories about the economy. But there are encouraging, positive stories out there, they just need a forum to be heard. And there are no better stories to tell than those that are taking place every day in communities across the country.

I believe The Downtown Geek will be a source for good news, innovative ideas and a different perspective. While I will always be happy to share my two cents, I hope to convince some my fellow downtown geeks to contribute their talents as well. I guarantee to keep it fresh, interesting and heck, maybe even inspiring.

Remember being a geek isn’t a look, it’s a lifestyle.

Kristi Trevarrow
The Downtown Geek

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