Keys to High Quality Customer Service

By Mary Peabody
One sure way to judge the quality of the customer service in your business is to see how many of your customers are regulars versus how many are new faces. A high percentage of repeat customers lets you know that satisfaction levels are strong.

It’s well known that customers shop where they feel they are getting the best product for the best price. But they also want to be treated well. A loyal customer is a treasure to be nurtured.

Customer service is an inexpensive way to increase your sales, reduce your advertising and gain a valuable reputation in the business.

Regardless of whether you sell products at the local farmers’ market, at a roadside stand, or through a CSA, there are steps you can take to make every customer feel special.

Courtesy is Queen
Practice common courtesy all the time and you won’t have to remember your manners on market days, they’ll already be there. Remember to say ‘please’, ‘thank-you’ and ‘you’re welcome’. Don’t save these courtesies for customers alone—use them with your family, employees and your fellow vendors. Be a role model and you’ll be surprised at how contagious courtesy can be.

Greet customers with a smile and a ‘hello.’ Nobody likes to feel invisible.
Make eye contact early—let the customer know you are available to answer any questions.

Learn to recognize familiar faces and acknowledge them as regulars. Create a sense of belonging and you’ll be creating a loyal customer.

Be Gracious
Treat customers as if they were welcome guests in your home. If someone compliments you on your product acknowledge the kind words with a sincere ‘thank-you’ and a warm smile. Say ‘excuse me’ before interrupting a conversation, stepping in front of someone, or reaching across someone.

Keep Your Temper in Check
Sometimes customers can be rude, insensitive, and downright mean. Don’t give them the satisfaction of responding in kind. Take the high road and remain courteous—not because they deserve it but because the other customers, your employees, and the other vendors who are watching will learn a valuable lesson. You’ll win their respect and loyalty by staying in control.

Turn Losses into Wins
If you have to disappoint a customer let them know why and offer something that makes them feel like a winner. Above all you want to retain the long term relationship even if you lose a short term sale.

For example, “I’m sorry, we’ve already sold all our eggs for today. Could I reserve some for you next week?” accomplishes two things. First, it acknowledges the customer’s disappointment and second, it creates an opportunity to get that customer to return another time.

If a customer expresses unhappiness with something they purchased try to make the situation right. Sometimes an exchange or an extra gift does the trick. Sometimes a sympathetic ear makes all the difference.

Reward Loyalty
Initiate some type of reward system for loyal customers. A frequent shopper discount, a punch card that gives a discount after a certain amount spent, or a free sample is a good way to reward those that buy from you regularly.
With loyal customers focus on ways to increase the amount they buy from you.
Offer samples or tasting trials to get customers to try something new.

Provide recipes and creative ways to use unfamiliar products. Invite feedback from customers on how they use a particular product.

Keep Them Coming Back
Chat up what’s coming soon. If the strawberries are almost ready let people know.

Do a simple flyer that you can tuck into the bag with their purchases. A couple of words about what’s happening on the farm, what’s going to be available in the coming weeks, and any special offers, will get customers excited about shopping with you.

Pair Up Your Products
Try packaging some items together. Create a fajita pack with some onions, peppers, a few chilies and a recipe. If there’s a meat vendor down the aisle so much the better!

Focus on convenience. Whatever you can do to minimize preparation time for your customer will help increase sales.

Know Your Demographic
Know who your customers are and what they value most in your relationship with them. If your customers are older couples or young singles then sell smaller quantities of items. If your customers are families with young children, focus on value and larger quantities.

When in Doubt, Ask
Haven’t seen a customer around in awhile? Next time they show up ask if everything is OK. This gives them the opportunity to let you know if something wasn’t right and gives you the opportunity to make things right.
 

WAgN
Women's Agricultural Network
617 Comstock Road, Suite 5
Berlin, VT 05602-9194
(802) 656-3276
or wagn@zoo.uvm.edu

University of Vermont Extension and U.S. Department of Agriculture, cooperating, offer education and employment to everyone without regard to race, color, notional orgin, gender, religion, age, disability, political beliefs, sexual orientation, and marital or familial status.