Competent Customer Service

With all the competition that specialty retailers face these days, it's more important than ever to find ways to distinguish yourselves. One sure way is to provide stellar customer service. That means more than just greeting customers with a smile and a handshake; it means getting involved with their needs and their problems, and acting upon them competently. I experienced that kind of competent customer service recently one evening when the TV went on the fritz in the middle of a Yankees versus Royals game. I called the cable company's 800 number. The phone was answered on the first ring. The tone of the voice on the other end was not only polite, but exuded a sense of competence. An appointment was quickly made for a repair crew to come by the next day. (I was disappointed that it would take so long, but at least a commitment had been made.)

Within 15 minutes of that call, I received one from the cable company's local service department. It was another voice this time, but this one was equally polite. I was told that the problem had been tracked to an underground conduit, that a repair crew had been sent out, and that they would call as soon as repairs were made. The final words were: "We will call you." One hour later, after my service had been restored, they called.

Just like you, my cable company has competition. There are two other cable providers, offering the same services for about the same price, that are eager for my business. By offering competent customer service, this company kept an existing customer content and stood out from its competition. By the way, the Yankees won, 8 to 5.

For more about the competition that specialty retailers face, read what our retailer advisers have to say in "We Asked … You Answered" on page 380.

Space limitations in the January 2001 issue prevented us from properly introducing industry consultants Lisa Ashcraft and Barney Stacher. Their article, "Attention, Manufacturers!", was the first of a number of articles they will be writing for Gifts & Dec. Kansas City-based Lisa and New York-based Barney are the principals of Square One and Stacher & Stacher, respectively, and they are well known to many in the gift and stationery industries. Their second article, "Powerful Product Introductions" (page 16), offers pointers on successfully bringing new product to market. Let us know if there are topics you would like to have Lisa and Barney address.

Now that we have successfully re-launched our Webzine, www.GiftsandDec.com, we have taken the next step by offering you a weekly e-newsletter, Gifts & Dec Direct. You can choose to have the latest news of our industry delivered to your e-mail box every Wednesday. It is a quick read, with half a dozen items that will keep you up to date. It's free, but we won't send it to you unless you ask for it.

To register, please go to www.GiftsandDec.com and click on the Gifts & Dec Direct logo on the lefthand side of the home page. After you provide the requested information, be sure to click the small box indicating that you would like to receive Gifts & Dec Direct. That's all you need to do to have us check in with you every Wednesday.