Communicating for Profit and Customer Satisfaction

The President of a 200+ store division of a major retailer learned of a serious communication problem and commented that 'this was to be expected in large organizations'. Well, that clears everything up. Many retail executives don't believe that communication is important enough to get it right by coming up with a methodology that will ensure accurate and timely communication to field personnel. They don't think communication is an issue that will affect the business one way or the other. They readily accept mediocrity in their communication methods because their organization is 'large'. How interesting. You've got to wonder?does this extend to other critical areas of their business such as customer service and product quality? Does it extend to their employment practices and their commitment to labor standards? Does 'large' mean cumbersome, ineffective and inefficient?

Consumers know that customer service in the majority of retail stores is indifferent, at best. Of course, there are some retailers who treat their customers with respect and who work very hard to serve them well. I am not talking about those few. I am talking about the majority. Do you know why the majority are indifferent to their customers? It's because so many leaders are indifferent. Accountability for service at store level rests squarely on the shoulders of upper management.

Let's look at a Store Manager who is an experienced, intelligent, customer service oriented individual. She wants to do a good job by providing customers with a good shopping experience; by providing the company's stakeholders with a return on their investment and by providing a decent lifestyle for her family. You may think this individual does not exist in retail, but she does. Unfortunately, the upper management of her company does not realize she is an important part of the organization. They think and say they do but, as evidenced by their actions, clearly they do not.

This Store Manager must receive accurate and timely communication (which includes training) from her Head Office in order to do the job well. Yet she is close to the bottom of the list of people who are deemed worthy of receiving this communication. Below her on the list are the store associates. As backward as that sounds, it's true. Most customers interact with the Store Manager and associates. Hmmm?could this have something to do with the problems consumers encounter in retail stores every day? I think it has everything to do with it.

Ineffective communication results in aggravated customers ? let's say you receive a promotional offer in the mail and you take it to the store only to find out that the store personnel has no idea that the promotion is in effect. How that store personnel handles your situation will make the difference between satisfaction and aggravation. Hopefully, the store personnel will use good judgment and common sense and will find a way to satisfy you. If not, you are going to be an aggravated customer. You have been inconvenienced ? you've wasted your time and, once again, you are let down by a retail organization.

Ineffective communication results in high employee turnover ? let's say the scenario mentioned above is just one more in, what seems to be, a never ending communication nightmare. The store personnel are embarrassed and made to look foolish through no fault of their own. They do not want to be continually badgered by disappointed customers. At some point, the management and staff decide to move on, having lost all confidence in their company's ability to get it together and keep them properly informed. No employee wants to appear uninformed. And, contrary to popular belief, there are many retail employees out there who really want to look after customers properly and who feel embarrassed when they don't have the information they need to do it.

Ineffective communication results in lost sales ? if the store staff doesn't have product information - features, delivery schedules, pricing, etc. ? they can't advise and inform the customer. The more information they have, the better equipped they will be to influence buying decisions. Isn't it desirable to have associates who are able to positively influence the customer to purchase what the store has to offer?

Every problem we encounter in a retail store, with the possible exception of rude behavior (and I do mean 'possible' exception), can be traced back to a lack of accurate and timely communication.

It's time for retailers to embrace an effective communications methodology and stop accepting mediocrity just because their organization is 'large'. It's time for the self proclaimed 'highly important' people at the Head Office of the 'large' organization to be brought up to speed as to where, and by whom, sales are made and customers are satisfied.

You can contact Dianne Miethner at dmiethner@dmsretail.com

Dianne Miethner is an experienced senior Retail Manager with a passion and comittment to higher level customer service everywhere. She has written several books and articles about the topic. Some of her other publications and views can be found at http://www.dmsretail.com alternatively, you can reach Dianne miethner at dmiethner@dmsretail.com

---

Google News Updated : Wed, 15 Oct 2008 17:58:10 GMT Migraine-hit Janet Jackson to resume US tour - Reuters CTV.ca Migraine-hit Janet Jackson to resume US tour Reuters - 55 minutes ago By Alex Dobuzinskis LOS ANGELES (Reuters) - A rare form of migraine forced Janet Jackson to cancel several dates on her Rock Witchu concert tour but she planned to return to the stage on Wednesday in Washington, DC, her manager said. Jackson was laid low by migraines BBC News Janet Jackson: She's Baaaaack* Washington Post Blogs The Associated Press - eFluxMedia - FOXNews - Access Hollywood all 846 news articles Publ.Date : Wed, 15 Oct 2008 17:02:47 GMT Hurricane Omar gains strength and nears Puerto Rico - Reuters BBC News Hurricane Omar gains strength and nears Puerto Rico Reuters - 1 hour ago By John Marino SAN JUAN (Reuters) - Hurricane Omar strengthened on Wednesday as it bore down on Puerto Rico and the small islands of the northeastern Caribbean, and could be a "major" storm by the time it reaches them, US forecasters said. Omar on the Move. Paloma Next? Washington Post Blogs Hurricane Omar heads for US Caribbean islands The Associated Press BBC News - United Press International - USA Today - NBC 29 News all 2,556 news articles Publ.Date : Wed, 15 Oct 2008 16:12:36 GMT Obama’s spending how much on ads? - Christian Science Monitor Times Online Obama’s spending how much on ads? Christian Science Monitor - 1 hour ago By Jimmy Orr | 10.15.08 It’s been a week of non-surprises thus far. Dallas Cowboys cornerback Adam “Pacman” Jones has been suspended - again. McCain calls for 'voter fraud' inquiry Los Angeles Times A stolen election? Washington Times New York Times - Talk Radio News Service - Boston Globe - Seattle Times all 859 news articles Publ.Date : Wed, 15 Oct 2008 16:03:33 GMT Polls: McCain forced to play defense in some red states - CNN Telegraph.co.uk Polls: McCain forced to play defense in some red states CNN - 1 hour ago HEMPSTEAD, New York -- New polls out Wednesday in some crucial states that could decide the race for the White House suggest Sen. John McCain is having to defend himself in areas that once were reliably Republican. Union sues over policy banning political material at polling places DetNews.com Pollsters say odds of McCain winning election 'incredibly remote' guardian.co.uk Boston Globe - New York Magazine - San Francisco Chronicle - AFP all 989 news articles Publ.Date : Wed, 15 Oct 2008 16:34:00 GMT AMR Plan to Buy 787s Will Update Fleet, Bolster Boeing Program - Bloomberg KING5.com AMR Plan to Buy 787s Will Update Fleet, Bolster Boeing Program Bloomberg - 34 minutes ago By Susanna Ray and Mary Schlangenstein Oct. 15 (Bloomberg) -- AMR Corp.'s American Airlines said it may buy as many as 100 Boeing Co. AMR overcomes fuel costs to squeeze out small profit MarketWatch AMR 3Q Net Down 74%, To Buy Up To 100 Dreamliners CNNMoney.com Bizjournals.com - International Herald Tribune - Reuters - Flight International all 186 news articles Publ.Date : Wed, 15 Oct 2008 17:24:10 GMT It's officially over: Madonna and Guy Ritchie are divorcing - New York Daily News ABC News It's officially over: Madonna and Guy Ritchie are divorcing New York Daily News - 3 hours ago BY LEO STANDORA Madonna's marriage to Guy Ritchie really is kaput , her rep told the Daily News on Wednesday. "Madonna and Guy Ritchie have agreed to divorce after 7 l/2 years of marrige," Liz Rosenberg said in a statement. Video: AP Exclusive: Madonna, Guy Ritchie to Divorce AssociatedPress It's Official: Madonna And Guy Ritchie To Divorce MTV.com BBC News - The Associated Press - The Gossip Girls - Just Jared all 1,632 news articles Publ.Date : Wed, 15 Oct 2008 14:56:56 GMT Jerry Jones exposed as gutless by Goodell's ruling - FOXSports.com TSN.ca Jerry Jones exposed as gutless by Goodell's ruling FOXSports.com - 1 hour ago by Ian O'Connor Ian O'Connor is the author of the New York Times bestseller "Arnie & Jack: Palmer, Nicklaus, and Golf's Greatest Rivalry," which Kirkus Reviews calls an "exemplary sports history. Video: Dallas' Adam Jones Suspended Again AssociatedPress Give Cowboys credit for not counting on Adam 'Pacman' Jones too much Dallas Morning News Los Angeles Times - New York Times - Fort Worth Star Telegram - Detroit Free Press all 1,080 news articles Publ.Date : Wed, 15 Oct 2008 16:52:30 GMT Clickbank RSS Feeds Legitimate Work From Home Jobs

PARLOT::Ebooks, Scripts, Websites, and more...

Adsense websites

Customers Who Rave About You and Your Service

According to customer service studies by marketing gurus of the... Read More

Why Passenger Surveys are a Transport Operators Best Friend

Public transport operators who already use passenger surveys may not... Read More

CRM For Beginners ? Customer Relationship Management Basics

In order to maintain a successful business, the business must... Read More

Importance of Good Customer Support in Online Computer Peripherals Shops

Looking for hi-fi computer peripherals? Finding it tough to decide... Read More

Do You Want More Profits? - Follow The Golden Rules Of Providing Good Customer Service

Last night I was at my computer and a Skype... Read More

Your Career Plan--Think Like A CEO

You've been going 6-to-late; exhausted by running the supersonic treadmill... Read More

Be A Resource

What is one of the greatest ways to add value... Read More

Over Deliver - The Key to Customer Satisfaction

Client satisfaction starts with meeting or beating the contractual obligations... Read More

Dont Be Afraid To Give Problem Customers The Boot

Q: In a recent column you made the point that... Read More

Tips for Curing Bad Customer Service

Bad customer service is everywhere these days - unmanned front... Read More

Foolproof Customer Service Strategies (That Only A Fool Would Try!)

Ever notice how customer service varies from store to store?... Read More

Are You Giving Your Customers Enough Reasons To Return To Your Business?

Good customer service just isn't enough anymore in the marketplace... Read More

Transforming Disgruntled Customers into Your Biggest Advocates

"I am writing to complain about the widget I bought... Read More

From Disgruntled to Champion - How to Turn an Unhappy Client Into Your Best Customer

It's a salesperson's worst nightmare- the phone call that comes... Read More

Customer Service For Huge Profits

Customer service is the most vital asset for Business either... Read More

The Death of the Loyal Customer

One of my classes in management focused on the repeat... Read More

Managing Your Business When One Client Takes Alot of Your Time

How often has your schedule been thrown out of whack... Read More

Mexico: Online Ordering?Dont!

I got it into my head sometime in December 2004... Read More

Customer Service: Why Bears Make Bad Customers

Every business owner should have a picture of his or... Read More

Oil Change Customer from Hell or Hoax; You Decide

Evacuation, "E-Vac" Oil System for Oil ChangingHow do most mobile... Read More

What Every Employee Should Know About How to See Customers Problems from Their Creative Side

Customer Service is a blessing and a curse; a blessing... Read More

The Importance of Good Customer Service

Do you have good customer service? Even for your free... Read More

Responding to Complaints

It's possible that in the course of your business dealings,... Read More

Customer Service - A Lost Art?

Is customer service a lost art? Before you answer that... Read More

The Number 1 Rule for Businesses - Be Professional

Have you ever walked into a store and things looked... Read More