1. WHAT IS CUSTOMER SATISFACTION?
1. It is a top-down approach – It begins with a corporate philosophy such as… “The Customer Is
Always Right.” It is so ingrained as a culture that “Yes, I’ll take it back or Yes, I’ll exchange it” are
the only answers that come to mind when dealing with a customer problem. Customer
Satisfaction/Customer Delight means you are exceeding the customers’ expectations.
2. Customer Satisfaction is a culture within the organization – and it permeates everyone (From
Managers to Associates) within the organization. A culture is started with a corporate philosophy;
however, the people within the organization bring it to life. Customer Satisfaction is only as strong
as the employees allow it to be. Management treats the associates, as they would want the
associates to treat the store’s customers.
3. It is based on a team approach – “Together Everyone Achieves More.” Don’t ask any associate in
the organization to do any task you would not do yourself.
4. Paramount in Customer Satisfaction/Customer Delight is remembering that the number one
person that is to be satisfied is not one’s Store Manager, District Manager, or Regional V.P. but
rather it is THE CUSTOMER and sales should be everyone’s #1 priority. Remember, if you don’t
sell, you don’t exist. Paperwork, answering e-mails, taking markdowns, etc. can be done when
the business is closed. Make time each day to sell. Feedback from the customer is one of your
most valuable resources. It’s like conducting a daily customer satisfaction survey.
5. Customer Satisfaction also known as Customer Delight is based upon both technical and personal
aspects – Technical aspects Include: How the customer obtains his/her first impression i.e., clean
stores and restrooms, well-stocked shelves, etc. Personal aspects include: greeting the customer
with a smile, being friendly, listening to learn what the customer wants, and exceeding the
customers’ expectations.
6. The customer and store policies do not have to be at opposite ends of the spectrum if the goal is
Customer Delight. An organization must remember that its customer, on the whole, is honest and
should be always given the benefit of the doubt. There are times when there is a strong
perception that the customer is trying to take advantage of a situation for personal gain. If you
truly believe this, you may ask the customer not to return to the store, however, you must weigh
the damage this will do to your image/store reputation in the community. Most often it is less of a
cost to take the markdown. A markdown in the short term will be far outweighed by repeat
business not only from this customer but also from all his/her friends whom he/she tells.
Remember a bad experience is fifteen (15) times more likely to be spread in the community than
is a good experience. It is the overwhelming perception in the community, what the customer has
“Top of Mind” that is most important when speaking about a business’ Customer Satisfaction.
7. Customer Satisfaction/Customer Delight is also about building relationships – Getting to know
your customer by his/her name, creating preferred customer lists for special discounts and
appointment selling either before or after store hours. Customer Satisfaction is also about
becoming involved with your customer, getting to know his/her needs.
8. Remember, Customer Satisfaction is exactly that… the customer being satisfied. All you need to
ask is “How May I Help You?”