Retain customers by walking in their shoes: to create the right environment for your frame shop, look at your store through the eyes of your customers

Art Business News, Nov, 2003 by Lynn Fey

The holiday season is in full swing, which means you have the perfect opportunity to wow your customers--or not. This time of year, in the rush to complete framing projects, it's easy to take your eyes off an important and profitable aspect of your business: customer retention. And the first step in customer retention is providing a great customer experience in your shop.

As a business owner, it's easy to get caught up in the behind-the-scenes aspects of day-to-day operations. You're focused on employees and inventory, processing orders and rotating stock. In order to understand things from your customers' perspective, it helps to step outside of your roll as a framer and pretend you are the customer.

First, drive to your shop and park in front of it just like your customers might. Take a good look at it. Is your storefront inviting? Is your window merchandise displayed properly and in an enticing manner? Is the parking lot clean? All of this matters because it sets the initial tone of your store for customers.

Now, get out of your car and walk inside the store. What are your first impressions? Do you feel welcome? Is the store appealing to your eyes, ears and your sense of smell? Is there a variety of framed models displayed, showcasing an array of artwork and framing styles? Is there room to walk around? Is the music the store is playing appropriate? Is the store's temperature comfortable? Are you impressed? If so, you are well on your way to mastering marketing by creating an environment conducive to a pleasant experience for your customers.

As you look around with your new "customer eyes," don't be seduced into seeing just what you want or expect to see. If you have any doubts regarding your own ability to be objective about your store, ask friends or acquaintances to visit--and demand honest feedback.

Of course, creating the right environment for your store is only part of the equation. Just like putting a puzzle together, creating a great customer experience means fitting the right pieces together. Those pieces include the products you sell, your expertise, your sales technique, how you handle complaints and hundreds of other components.

Even if you find that your shop falls short in any of these areas, there's good news. You probably only need a few minor adjustments to start delivering high-quality service. Topnotch customer service doesn't have to be complicated. It's an easy blend of courtesy, common sense and a genuine desire to develop long-term relationships with your customers.

So what do you do to accomplish that? First, take a good look at yourself. This is your first step, and it's a big one.

You can't expect your customers to like you if you don't like them. If you see your customers as distractions, that's what they'll feel like. If they don't feel good about how you or your employees treat them, you will eventually lose their business. Customers want to feel appreciated and valued. That's what makes them come back and that's what encourages them to tell their friends about you.

Remember also that any negative comments you make about customers can give your employees the wrong ideas about customer service. So make sure that your "walk" matches your "talk."

If your employees are unable to change their negative attitudes toward customers, either train them or change them. Failing to do so will hold you back every step of the way.

Another idea is to use the retail shops in your community to do some free market research. Try visiting retailers who are known for their customer service. When you enter each store, remind yourself that you are a customer. Take in the store's overall atmosphere and observe how you are treated.

Ask your employees to do the same thing, then get together and share your experiences. Find out what your employees liked and disliked about the stores they visited. Pay attention to the things that caught your eye and theirs, and try to incorporate them into your own business.

Also, remember why you got into this business in the first place. If you love what you do, there's a better chance your customers will love the work you do for them. The power of advertising can only go so far in bringing a customer into your store and compelling her to stay and buy. You and your staff, however, have the ability to make a prospect into a lifelong customer. Now that's power. With a little effort, you can provide a high level of customer service and give your bottom line a lasting holiday treat.

Keep Them Coming Back

Here are a few suggestions on additional services you can offer your customers:

* Set price points for free or low-cost delivery and hanging.

* Offer free gift wrapping.

* Establish a frequent buyer rewards program. Tie the reward to your higher end, more profitable mouldings.

* Create a coffee/tea and snack area.

Make Them Happy

The following suggestions will help you provide optimal customer service:

* Appeal to all of your customers' senses--not just their eyes.

* Treat your customers as you would want to be treated.