NFIB

Improving What Customers Think of Your Store
05/ 15/ 2003

by Vicki Gerson

You want to make sure each and every customer who walks through your door has a positive perception of your business. For retail businesses, hiring a store greeter and mystery shoppers can help ensure that customers are leaving your shop with a good impression.

Store greeters are important. They can direct the customer to the right area of the store, answer their questions and hand out coupons and fliers. A store greeter is the first face that prospective customers see. Make sure your greeters are friendly and knowledgeable.

When customers depart the store, the greeter should thank them for visiting, encourage them to return and inform them of any upcoming events at your store.

Most small businesses can't afford to hire a full-time greeter, so consider training the staff members you already have to perform the job. Each person on the floor can take one or two hour shifts of being the greeter.

Even with a greeter making customers feel welcome, they won't necessarily leave your business feeling that way. Your salespeople treat customers well when you are present and observing them. But what happens when you are not on the floor? To find out, hire mystery shoppers.

The first time you hire mystery shoppers, send them in without announcing them to your sales staff. Use mystery shoppers of various ages to find out if your salespeople treat older customers better than younger customers or vice versa. Use male and female shoppers to make sure your staff doesn't ignore one or the other.

After you see the first round of results, hold a meeting. Announce the findings to your staff. Most likely, you won't be totally pleased with the results. Tell your staff that you plan to use mystery shoppers throughout the year to monitor customer service.

Using mystery shoppers will help your salespeople stay on their toes and make them mindful of how they are treating customers, resulting in a more positive shopping experience for all who visit your store.

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