Several recent high-profile news stories involving retailers and service providers got me thinking about the importance of delivering top-notch customer service in an era where consumers are more closely watching their dollars.
Take Southwest Airlines, for example. The company has long been known for its amazing customer service and out-of-the-box thinking when delivering memorable experiences to consumers. Unfortunately, the company fell short of those high expectations when it was plagued by massive delays and flight cancellations during the busy 2022 holiday season. After investigating the cause of the delays to determine culpability, the U.S. Department of Transportation’s recently imposed a $140 million penalty on Southwest Airlines for multiple consumer protection law violations. This penalty, unprecedented in scale, highlights the importance of customer rights.
Another incident involved the recent reconstruction along the New York State Thruway, where new restaurants are replacing older ones. Among the new ones is Chick-fil-A, which is not only known for its tasty fried chicken sandwiches but also for closing on Sundays. This caused some discontent. So much so that several New York State lawmakers are looking to enact legislation requiring restaurants at rest stops along the state’s 500-mile Thruway, including Chick-fil-A, to stay open seven days a week.
All this got me thinking: Do businesses genuinely care about their customers? Moreover, do they truly value their clientele? In the floor covering industry, the importance of providing attentive and reliable customer service cannot be overstated.
Following are some takeaways that can be applied to the floor covering retail industry.
Exceed expectations. I recall a case involving a problem with a flooring installation scheduled over Christmas. In the end, the installers on the job improvised and later compensated the customer with a thoughtful gesture—the flooring store sent the customer a centerpiece for the holiday along with a delivery from Santa Claus. As it turns out, this wasn’t the flooring store’s error; it was the realtor’s fault. The flooring store contacted the realtor, who said they were willing to pay for the re-installation. Such actions foster customer loyalty.
Always go the extra mile. I’m sure most people are familiar with the term, “under-promise but over-deliver.” For example, imagine the smile on the customer’s face when the job is completed ahead of schedule.
Stay top of mind. Don’t make the mistake of ignoring the customer after the initial job is done. A good way to stay top of mind and generate repeat/referral business is offering post-installation check-ups or providing complimentary cleaning services after a year.
Resolve problems swiftly. Even the best retailers know that sooner or later you’re bound to screw up. It’s not the end of the world—nobody’s perfect. However, it is crucial to address any problems or challenges quickly and efficiently. And whatever you do, avoid the “blame game.” Customers don’t care if it’s the installer’s mistake or a manufacturer defect—they just want the problem corrected in a timely manner.
Lisbeth Calandrino has been promoting retail strategies for the last 20 years. To have her speak at your business or to schedule a consultation, contact her at lcalandrino@nycap.rr.com
