Good customer service is vital for retail businesses to succeed. In this article we’ll take a look at what good and bad customer service look like, as well as applicable real-life examples of retailers succeeding at providing good customer service.
Sep 10, 2023
58% of consumers say excellent past customer service influenced their decision to buy. As you already know, there are many factors that contribute to the in-store experience, including merchandising, training retail staff, and the overall atmosphere. But shoppers’ perception of your business is highly influenced by how good your customer service is.
That’s why it’s important to always strive to provide the highest level of service and wow your customers each time they interact with your business. The best part is, you have full control over the quality of service you provide. But how exactly can you improve the customer service experience? Ahead, get inspiration from 12 real-life customer service examples and the difference between good and bad customer service, to help you on your way.
Your advantage as a local retail business is that you can offer a level of personalized service that ecommerce giants like Amazon can’t. Customer service is an opportunity to add a human touch to your business.
Give more attention to customers in need by helping them find the right product.
For example, if the customer is looking for a pair of black skinny jeans, walk with your customer to the table where they are displayed instead of just saying, “They’re over there on that table.” Then you can hold up the various options and talk through the different product features to help them compare the jeans and make a decision.
Providing education about the products you sell can also help you cross-sell or upsell products.
At first, it might feel pushy or bad for customer service, but if you’re transparent and spend time educating shoppers before they buy, they’re likely to leave happy. Starting a conversation can also help you adapt your recommendations to their needs.
You can use the “FAB” formula. FAB is an acronym for features, advantages, and benefits, and can help you and your sales staff easily recall the details of each product you sell.
To achieve the best results, make sure you pitch benefits that are unique to each shopper.
For example, if you’re selling a raincoat, the features could include the material and how water repellent yet breathable it is. The advantages could be durability and easy care instructions compared to other raincoats. And lastly, the benefit could be staying dry on the rainiest of days.
First, make sure you’re knowledgeable about the products you sell. If you’re not designing and manufacturing them, ask the brands you stock for product knowledge guides explaining the features, advantages, and benefits of the merchandise. Getting familiar with your products and bestsellers will ensure that you always have items to recommend.
Then, when a new shopper comes into your store, you can pay close attention to their body language. If it looks like they want to engage with you, it’s a great time to ask what they’re looking for and then educate them about the products that match their needs.
Be transparent about how and where the products are made, as well as the benefits of each item. Showing the merchandise that can be used together is a great way to cross-sell or upsell.
By educating customers, you’ll avoid coming off as pushy, and instead be helpful.
By informing customers about exactly who made their product, how it’s made, and how long it’s going to take to reach them helps them connect better to the production process. In the handmade world, things work slower, and while people don’t mind waiting for their products, it’s important to educate them as to why it takes that long.
Kanak Hirani, Founder, Julahas
Responding to positive and negative feedback in a timely manner shows that you’re listening to customers and value their opinion, regardless of whether it’s good or bad.
Respond to all customer feedback, and even faster to the negative comments. People value it if you reach out to them quickly when they have trouble, have a question, or need a solution. If you can prioritize your customer queries into levels of importance and reach the most urgent ones within two hours—those experiences which are likely to have an impact on your brand—you have a winning formula.
Kanak Hirani, Founder, Julahas
Let’s say you sell activewear and you recently added a new brand to your retail floor. Customers buy it up with excitement so they can be the first in your area to rock the new gear. But when they go to their next yoga class, the inseams of the leggings unravel, and in a few more wears they’ll be showing off a lot more than they’d like during their next downward dog.
You start to get calls, emails, and online reviews about this issue. The best thing you can do is respond immediately. Even though you’ll lose money accepting all the returns, it’s the right thing to do. And you can respond to public online reviews by saying something like, “Thank you for the feedback. We value your support, and we are addressing this issue with the vendor right now. Check your email for return and refund instructions.”
This shows that you’re responsive and willing to correct issues quickly.
In a case like this, you can also go back to the supplier and tell them about the issue. Hopefully, they’ll let you return the stock and refund your money.
If a customer makes an order online and then decides they don’t like it or it doesn’t fit, recommend that they give it to a friend or family member and offer to send them a new product for the same value. This way, you’ll make them happy, and you’ll get your products in the hands of another potential customer. Or the customer may decide to use the item anyway.
Also, this tactic is unique and likely will result in the customer telling other people about the experience.
A great example of a brand using this type of return policy is Thinx period panties. This is not the brand’s standard return policy, but it’s worth mentioning.
Thinx benefits because it doesn’t have to pay for return shipping, plus it’s building brand awareness and customer loyalty.
You may decide to only use this strategy for your most loyal customers, or first-time customers to promote loyalty. Or you can pick a random shopper each month to test this strategy to avoid spending too much money.
Whatever you decide, you can put it into action by creating an email template that gets sent to certain customers who contact you for a return. Or if a customer is making a return in-store, you can explain it then.
Your email could read something like this:
We’re sorry to hear that you don’t love your recent purchase. We’d be glad to issue a refund, and if you’d prefer, you can also give the products to a friend or family member, or keep them to try again at a later date.
If you choose this option, we’ll still send you new products (of your choice) of the same value. Or you can request a full refund and still keep your order.
Let us know how you’d like to proceed.
The team at [Your Store Name]
If a customer is shopping in-store or online and runs into an out-of-stock product they really want, here are a few recommendations to work around this issue:
Another out-of-stock issue that can happen online is when a customer places an order, but you don’t actually have the stock available to ship. This happens when online inventory isn’t updated or synchronized with your total available stock.
💡 PRO TIP: What do you do if a customer wants to buy a product you don’t have in stock? Use Shopify POS’ buy in-store, ship-to-customer feature to complete transactions in store, ship orders to shoppers from your warehouse, and give your store credit for making the sale.
You’re more likely to remember a cashier that strikes up a conversation with you versus store staff that don’t say a word. Finding something that you have in common with shoppers is a great way to build a connection and offer a memorable experience. Even if it’s something small.
Be observant when you’re chatting with or ringing up customer orders at the checkout counter. Look for commonalities so you can find a way to connect with people. Then start a conversation based on those commonalities.
For example, if you notice at the checkout counter that the customer is carrying a tennis racket and you also play tennis, ask them where they play and also talk about your favorite local courts. In this type of scenario, the customer is ready to pay, but you can still make an effort to chat with them. It shouldn’t only happen when you’re trying to make a sale.
Connecting with shoppers during all stages of their buying journey is a great way to build relationships.
Add an element of surprise and delight by remembering and rewarding repeat shoppers. Keeping the 80/20 rule in mind can help you grow your business—80% of business generally comes from 20% of customers. That’s why encouraging customer loyalty is key.
You can do this by letting frequent customers know you’re grateful for their support.
Use a POS software that lets you keep track of repeat customers, build customer profiles, and synchronize data so you can offer personalized shopping experiences. You’ll have quick access to notes, past orders, and the total amount a customer has spent with your business.
Then put your customer data to good use by adding loyalty apps to your point-of-sale system. You’ll be able to reward customers for shopping with you, both in-store and online. And you can take it a step further by personally thanking them at the checkout counter or sending a personal note with their next online order (more about handwritten notes below).
Naturally, ecommerce businesses face occasional problems with shipping and delivery. Whether it’s a missed delivery, delay, lost package, or damaged goods, there’s a handful of issues that could occur.
In most cases, these incidents are not your fault, but you’re still responsible for providing a good customer experience. That’s why it’s crucial to carefully track customer orders and guarantee that the package arrives on time and intact. If something goes wrong, be proactive by getting in touch with the customer immediately to fix the situation. Don’t wait for them to contact you.
If you also have an online store, create a system that helps you closely track the status of online orders and shipments. If you see any red flags, get ahead of the situation by taking initiative to contact your customer instead of waiting for them to reach out to you because they never received their order.
If you’re able to manage the logistics, letting customers try on items at home before they buy is a great way to build relationships with them. Also, once you take the extra step to provide an outstanding shopping experience, they’ll be more likely to purchase at least one product from the merchandise you sent them to try on.
You may already know companies like Stitch Fix and Birchbox that are pioneers in creating try-before-you-buy programs, but you can also test this strategy on a smaller scale.
Remember the example I mentioned earlier about out-of-stock workarounds? During that same situation, my customer also wasn’t sure which size would be right for her, so I offered to ship two sizes to her to try on at home. I also included a return shipping label, so she could easily return the size that didn’t fit.
This made the buying process easier for her and also meant that I didn’t need to ship the merchandise back and forth twice. I started the conversation by sending her a direct message on Instagram after she commented on a recent post. Then we continued the conversation via email. In the end, it cost me more to acquire her as a customer, but she became a repeat buyer and also spread the word about my brand via her Instagram profile. It was worth it.
Excellent customer service starts the minute potential customers walk into your store. Coming up with a unique in-store greeting will help you make a solid first impression. Steer clear of expected lines like “What can I help you with today?” by testing different greetings to grab attention and get to know shoppers better.
You could say hello, ask for the customer’s name, introduce yourself, and offer to place their bags behind the counter so they’re more comfortable as they peruse. Try to make every customer feel special with a friendly greeting that isn’t immediately associated with making a sale.
To get started with improving your in-store greeting, create a list of five to 10 unique ways to greet customers and test a few each day. Make sure your sales staff are familiar with the greetings and approach customers in a friendly and welcoming manner.
Here are three options to get you started:
Option #1
You: Hi, welcome to [store name]. My name is [your name]. We have a lounge on the left side of the store, so feel free to take a break from shopping and have a glass of water. I’m here if you need anything.
Option #2
You: Hi, welcome. My name is [your name]. And what’s your name?Customer: Hi, my name is Jane.You: Hi, Jane. Nice to meet you. Would you like me to store your bags behind the counter while you look around?
Option #3
You: Hello! How are you doing today?
Customer: Great, thanks.
You: Lovely. Take your time looking around. I’m here if you need anything.
Sending handwritten thank-you notes are not only a kind gesture, they’re also a surefire way to stand out from other retailers (particularly larger ones). It may feel like an antiquated way to greet customers, but it’s a memorable experience. Case in point, I still have this handwritten note I received after making a purchase from Comme Ça Skincare over a year ago.
Thank you notes are most commonly used to thank customers for an order, but there are more reasons why businesses should send handwritten notes, including:
Use a printing company like Moo or Vistaprint to create branded thank you cards, or you can use direct mail services to automate sending postcards with a handwritten message. Then, each time you ship an online order, include a brief handwritten note. Chances are, people will keep your note and it’ll boost loyalty and turn customers into brand advocates.
Time spent online by the average US adult has decreased since the pandemic, from roughly 16 hours a day to less than seven hours. And in Canada and the UK, the average adult spends around six and a half hours and nearly six hours online per day, respectively.
This decline hasn’t changed the fact that consumers have grown to expect more from businesses, including a consistent customer support experience across all platforms. According to our 2023 Commerce Trends report, 41% of consumers want live chat while shopping online.
To successfully build lasting relationships with your customers, it’s crucial to deliver a steady customer service experience via email, phone, live chat, social media, your website, and your store.
Here are three immediate ways to streamline your customer service communications.
PRO TIP: If it usually takes you 24 hours to respond to customer emails, make it known. This way, when a customer tries to contact you via email they have a rough idea of how long they can expect to wait before they hear back from you.
Here’s an example of a simple automated email response that will only take you a few minutes to set up:
Now that you have 12 real-life customer service examples to help you develop your customer service strategy, let’s quickly review the key ingredients for good retail customer service (note, these may vary from one retail business to another):
The consequences of bad customer service might be obvious, but it’s still worth noting:
Failing to meet customer expectations for response time, service quality, and the overall service experience can damage a customer’s opinion of your retail store. And it can lead to lost sales—58% of consumers say the ability to easily reach customer service on the channel of their choice influenced their decision to purchase.
That’s why it’s important to avoid doing things like making a customer wait too long for help, using negative language, being rude, and offering no empathy.
Consumer behavior is constantly changing. This includes marketing preferences, buying habits, how people interact with businesses, and more.
Your customer service strategy may evolve too, but customers’ demand for good customer service and support is constant. That’s why it’s crucial to always come up with the best ways to deliver an outstanding customer experience and adapt to meet your customers where they are.
To recap, this includes:
Excellent customer service guarantees support to customers and exceeds their expectations. To ensure you’re providing the best customer service, strive for professionalism, patience, and a customer-first ideology.
