Laurel Tielis

For some retailers  it’s instinctive; they know intuitively that keeping customers happy will make them successful. I recently saw that understanding in action, when I visited the Hayes Valley branch of La Boulange, an 11-store bakery chain in the San Francisco Bay area.

The food is good, so there was a long line waiting to purchase sandwiches and pastries. A cashier was trying to ring up a sale, but the credit card wouldn’t go through. It wasn’t being rejected,  it just couldn’t be read.

No Luck? No Problem

Kelly, the assistant manager, was called over to the try the card again. No luck.  So she said, “I’ll pay it,” and swiped a store card. The customer was content, the line flowed, and I wanted to know more.

According to Kelly, it’s company policy to make sure that customers have a good experience when they visit La Boulange. Would she be second guessed later on, I asked? “No,” she said, “I haven’t been so far.” So kudos to Kelly for handling things so competently, and kudos to her manager Tom, for instructing and supporting his staff, in the right way to run a business.

Another Restaurant, Another Smart Solution

Mercury Cafe, also in Hayes Valley, offers free Wi-Fi, single drip coffee, excellent sandwiches on world-famous Acme Bread, and a mellow vibe. As a matter of fact, the vibe is so mellow that the help can forget about a customer’s order.

But I’ve seen Nick, the owner,  make sure than an unhappy customer is made happy by picking up the check, or by including a free pastry in a takeaway lunch bag. Clearly, he understands that every customer is valuable,  and that an unhappy one can be vocal.

By respecting their customers, these businesses  ensure that the only stories  told about them are good ones. From what I’ve seen, they listen, observe, and act with a combination of kindness and business smarts.

This makes so much sense. For a few dollars–the cost of doing business–no one’s feelings are hurt, no one’s patience is tried, and no walks away with indigestion.

Are your customers content with your products and services? Are your employees on-board in terms of offering kid-glove service? Is shopping at your store effortless?

If you want more ideas about bringing in business while running a business, I can help. I’ve been a retail reporter at Women’s Wear Daily and Home Furnishings News, a columnist at the Miami Herald and a correspondent at People.

I’ve also handled the marketing and public relations at major corporations and small businesses. Need a speaker or a consultant? Connect with me at LinkedIn, or follow me on Twitter @laureltielis.

You can also get in touch at Ask Laurel (one word) at laureltielis.com. For easy and effective ways to bring in more business, read Ka-Ching! How to Ring Up More Sales.

Copyright © 2011 Laurel Tielis

 

Filed under: business, entrepreneurs, independent retailers, retail, small business Tagged: | customer appreciation, customer relations, marketing, public relations, retail