In my experience, most retailers are falling short in providing consistent and exceptional customer service. Instead, I consistently see many team members going through the motions, disengaged from connecting with customers and solely focused on completing transactions as quickly as possible. This type of interaction fails to create a positive customer experience.
However, Trader Joe’s, a US-based supermarket chain, has managed to excel in their level of customer service year on year and allows them to stand out from their competitors in this highly competitive industry. Here are just four reasons why:
Firstly, their store managers, known as Captains, spend most of their day on the shop floor interacting with customers, which is essential to directing and influencing the team to provide excellent customer service.
Secondly, they connect with customers on an emotional level by creating a fun and enjoyable shopping experience. This is achieved by hiring the right staff who are passionate about providing great service, leading to a consistently high level of service, despite having a large number of employees.
Thirdly, they ensure their team is content and motivated by paying them well and offering their employee benefits such as healthcare.
Finally, their employees are not afraid to go the extra mile to provide exceptional service, as demonstrated by one team member who went out of their way to deliver food to an elderly customer, even though the store doesn’t offer a delivery service. Such acts of kindness and going above and beyond can create loyal customers for life.
While these four points may not seem extraordinary, if a company can implement them across 560+ stores, it is certainly possible to replicate this success in retail stores in Australia. With their focus on people being at the forefront, retailers here can take a lesson out of their play book.
Roger Simpson – CEO, The Retail Solution and Author of “The Ultimate Retail Sales Experience” With over 35 years’ industry experience, Roger Simpson is recognized as Australia’s #1 Authority on customer ROI in the retail industry and as a global expert on staff coaching, customer service, and selling skills.