75% – The Value Of Great Service

My wife and I had an interesting shopping experience recently that illustrated the value of great customer service to both a retailer and a consumer.  Since my wife needed some clothes we headed downtown to check out some of her favorite retailers here in Portland.  On the way to her destination we walked by an upscale men’s clothing store with large signs in their windows screaming “75% Off Sale.” Heading inside we found numerous shirts, pants and a jacket that looked and fit great, all at the advertised 75% off.  Although I had not intended to buy any clothes the bargains were just too good to pass up.  I doubt whether the retail made any profit on this sale.

In all fairness, the service by this retailer is good, especially if the owner/manager is the person who helps you. It did not appear that the other sales clerks would offer the same level of service, but who knows until you give them a chance. In the hour we were in this store, in a prime location downtown, there was only one other shopper and I didn’t see him make a purchase.

We then headed to a very nice retailer my wife shops at occasionally, Mercantile. Customer service at this retailer is exceptional.  How so?  Soon after we arrived I began looking for a seat when a clerk asked if I would like a coffee or a latte.  What a great idea!  Then they directed me to a comfortable seat at their in-house coffee bar where a Barista was making my coffee.  The store had installed two television monitors that were carrying CNBC and ESPN.  Now instead of dreading the time my wife would be trying on clothes I was comfortably sipping a fresh, hot coffee while watching sports highlights and business news.

I noticed the clerks all had cheerful personalities and were busy helping my wife and several other customers in the store.  A distinguished looking lady wandered over to say hello, and I discovered she was the owner. As we talked about the difficult economy she told me that her business is doing fine so far. She then explained that her store has always focused on providing excellent customer service and, as a result, she has many customers that come back again and again.  She said many of the big retailers like Nordstrom’s and Macy’s are promoting their improved customer service, but they do not yet offer the service she provides her customers.

My wife ended up buying three items that she liked and we could afford. None were on sale. She spent about the same amount as me and I got several more items but she still felt very good about the experience. From the retailer’s perspective, her focus on providing her customers with over-the-top customer service allowed her to sell clothes to my wife, and numerous other customers, at full-price or only a slight discount.

It may be hard to estimate the value of great customer service but in this example it was easy – 75% off!