HOW TO CREATE THE "IDEAL CUSTOMER"
By Julie Anderson

The "Ideal Customer" is one who has no limit on consumption, and no objection to price. Unfortunately, this does not exist, and never will, due to the diversity of human beings.  However, the best way to create the "Ideal Customer" is to keep the word & image in the forefront of everything you do; from gathering data, putting together a program, to merchandising your products in the stores.

The following information will help you to refocus.  It will show you how to reclaim the customers you have lost, help maintain the customers you have, and push you closer to the image of the "Ideal Customer."

WHAT IS CUSTOMER SERVICE?

Just greeting a customer with a smile (which is very important) is not enough. There is much more involved in customer service. Pick up any training manual, and you will find at least a quarter of the book is dedicated to Customer Service. When was the last time you looked it over?  When was the last time your store associates looked at or received a refresher seminar on Customer Service?   Now may be the time.

With labor being a major cost-cutting tool, more pressure falls on the associates that are left.  They need tools to help them maintain their job. The first tool should be to remember the customer. These associates need to be even better than they were in the past.

Here are a few tips to remember:

• Make customers feel important and valued
• Always be friendly and courteous
• Don't carry on conversations with other associates while customers are present
• Be an expert on your department product, and the general store
• The customer is always right.  If by chance the customer is wrong, refer to the first part of this sentence.

Why Customers Quit a Store

1% Die
3% Move away
14% Competitive reasons
16% Product dissatisfaction
66% Because of an attitude of indifference toward customers

As retailers, how do you communicate to customers that they are important?

Advertising is one way of communicating. In today's world of massive amounts of unsolicited information, you need to analyze your current advertising program for its effectiveness.  According to an extensive research study about ad "relevance", 56.2% responded that the ad had to make them think about how the product was useful to them.

30.9% were concerned with brand. Advertising messages have gone from approximately 600 to 3,000-5,000 messages a day. In the same BIG research study they found that word-of-mouth is still the number one reason people shop at your store. Coupons were second, in-store promotions third, and TV/Cable fourth in advertising effectiveness.

Do your homework, and use data to focus your advertising so it's
relevant to your customers.

In store communications-questions to ask yourself and your managers.

How well are you communicating at store level?
Are you generating excitement by in-store promotions?
Do you have samples throughout the departments?
Is your sign program clear, concise, and precise?
Are the associates friendly, helpful, and knowledgeable?

PERCEIVED VALUE

When you walk into a store branded EDLP (Every Day Low Prices) do you expect a lot of customer service? Isn't there a direct correlation between store type and service level expected? Traditional formats have higher prices so customers expect more. So lets' look at what more you can offer.

Value Added Incentives

Loyalty and Reward programs have been very common these days, and can be effective. However, where has this all gone?  Most consumers have a pocket full of these cards, and when you need them you can find them or you forgot them. Retailers must do the work for the customers, as vendors must do the work for buyers to provide value-added services efficiently. 

On a recent Southwest Airlines flight a honeymoon couple was given a bottle of champagne to celebrate their marriage. The annual birthday card, and the highly motivated pleasant associates that work for them, convey a genuine sense of gratitude for your business.

A national chain of clothing boutique stores has so many incentives it's hard to keep track. I heard about them by word-of-mouth. You become a member by answering a few quick questions or filling out a very short form. They mail catalogues with gift certificates that you can use along with your 5% membership discount.  Discount coupons are sent out on your birthday month. They look you up on the computer to give you your incentives.

A local cleaner has a membership club that calculates your monthly usage, and based on the dollar amount gives you a discount on your next months cleaning. All the consumer has to do is bring in the post card they send and get your discount.

Rewards must be explained upfront, and be done consistently not just when market share is slipping.

These are just a few simple ideas that will encourage customers to continue shopping with your company. 

During the Olympics they had a segment called "Up Close and Personal". They would interview the athletes and we would learn more about them. This needs to be the retailer's mantra when dealing with Customers.  Creating the "Ideal Customer" is up to you and your company.

By increasing your customer service today, you'll increase your profits tomorrow.

Julie Anderson is president and owner of Julie Anderson Consulting.  She has been in the supermarket floral industry for 20 years, and was a director and chairman of the Floral Marketing Association. She can be contacted at juliea@thuntek.net

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