INSPIRED COLLECTIONS RETAILING

CUSTOMER SERVICE
THE IMPORTANCE OF DELIVERING AN UNFORGETTABLE CUSTOMER EXPERIENCE

How customer service can enhance the customer's museum visit and make more money for your institution.

• Key Customer Service Factors

• How to Deliver

By Polly Redman
 85% of visitors
The majority
entering a
(especially
museum shop
tourists) have
don't know
never been in
exactly what
your shop
they want to
before
buy

These customers NEED and will APPRECIATE

your ATTENTION, and will JUDGE the store
more by this INTERACTION than by the product
selection.
The Importance of Customer Service

Retailing has become a Superior customer

service business. service leads to sales.
Product and the Simply put, customers
experience are now buy because of a
equal considerations in positive shopping
the customer's mind. experience.

Superior customer
Customer service
service leads to positive
enhances the image of
word of mouth
the institution.
advertising. This is
priceless!
 Key Customer Service Factors
Customer service People buy into Value the long-
Don't judge a
is different people — they Your appearance term repeat
customer by
things to don't just buy matters too business of your
their appearance
different people product customer

The person in a First impressions

Customer service coat and tie could count, especially if
should be flexible be the shoplifter the visitors have a
Understand how and the person Customers, short time to spend
in the shop. Identify and
your customer looking a bit including tourists,
So, how we are recognize these
profile changes raggedy could be like to get to
dressed affects the repeat
throughout the the millionaire know the sales buying attitude of customers, and
year, and adapt who is interested staff. the customer. You cater to them.
your customer in the mission of should be dressed
service to these the museum and in a manner that
changing needs. wanting to enhances the image
donate. of the institution.
 Key Customer Service Factors
Actions speak
Listen to your Is the customer Busy but
louder than
customers always right? available
words.

We have two ears It is less important

and one mouth, what you do than Of course not,
which are reflective how it is perceived. 'Busy but available'
of about the
but they should is a philosophy that
A simple gesture for
percentage of time one customer, can feel like they are suggests a staff
we should be be greatly right. There is no person be kept on
listening versus appreciated, while value in arguing the sales floor,
talking. A customer another customer with the especially during
with a complaint or considers a more customer. active times, busy
a suggestion is a difficult task Arguing only doing things, but at
blessing because routine. Under the same time
they generally raise
leads to negative available to the
promise, over
valid issues that are deliver. word of mouth. customer.
actionable.
 Key Customer Service Factors
Staff and Volunteers
Invest in making your team happy.
Clear communication, effective policies, excellent staff training, and creative problem-solving
techniques are all necessary components of excellent customer service.

INSPIRE LEAD CONSISTENCY

& BY & KNOWLEDGE
MOTIVATE EXAMPLE EFFICIENCY

COMMUNICATION INCLUSION TRAINING REWARD

 WHO IS THE CUSTOMER?

FRIENDS VOLUNTEERS

COMMUNITY FUNDERS

YOU
COLLEAGUES VISITOR

COLLABORATORS
LOCAL
&
FREELANCERS GOVERNMENT
WHAT DOES IT MEAN TO YOU?
MOTIVATION PRIDE
SUCCESS CONFIDENCE

ENJOYMENT
SATISFACTION
FULFILMENT YOU HAPPY

RECOGNITION ENTHUSIASM
SENSE
COMPLIMENTS OF
ACHIEVEMENT
 HOW TO DELIVER
I CAN MAKE A TAKE
DIFFERENCE OWNERSHIP
I AM THE &
DIFFERENCE RESPONSIBILITY

YOU
A
COMPLAINT
BE
IS PURE
GOLD OPTIMISTIC
TREASURE IT!
 Having a “Can Do” Attitude
This section is all about how to achieve a professional and positive mind set, emotions,
language and behaviour

“CAN DO” NO CAN DO

FOCUS FOCUS
(In the black) (In the red)

Positive Empathetic Negative Defensive

Energetic Open Angry De-motivated
Happy Listens Frustrated Fearful
Optimistic Appreciative Resentful Intimidating
Motivated Determined Pessimistic Overwhelmed
Helpful Pro-active Argumentative Discouraged
Confident Considerate Unhappy Sarcastic
Productive Solution-focussed Blame Not Listening
Enthusiastic Co-operative Vulnerable Rude
Resilient Rewarding Self-pity Excuses
 Being ‘in the Red’
WHAT
HOW DO YOU
TRIGGERS FEEL/BEHAVE?
IT?

YOU
WHAT
WHAT IS
DOES IT
THE
IMPACT? COST
YOU?
 Move Back ‘Into the Black’
What are some of the things you can do to move yourself back ‘into the Black’

What CAN I control?

What CAN I do?
What else CAN I do?
What am I willing/prefer to do?
“CAN DO” What is my responsibility to do?
NO CAN DO
FOCUS What are my choices?
FOCUS What are my possible solutions?
What are my options?
I CAN Choose and What are my alternatives?
Unable to What is possible?
Control my What is a way forward?
Control or
Response and What is my next step?
Influence What is the positive?
Influence What CAN I be grateful for?
What is my goal?
What positive, constructive or
empathetic action CAN I take?
 Positive First Response
This structure can be customised and personalised to any situation

REQUEST QUESTION COMPLAINT

 First Impressions Count
So getting your meet and great is extremely important!

Greeting Greeting
Face-to-Face Telephone

Look at the person

Acknowledge, smile and greet
Thank the person for waiting
(if they have been waiting)
Address the person by name Good Morning/ Afternoon
(If you know them) Organisation and/or Dept
Introduce yourself and This is …
position How can I help
(if they don’t know you)
Handshake or other
appropriate contact
Offer of help
 Positive First Response
REQUEST QUESTION

IF YOUR ANSWER IS…

NOT SURE
YES MAYBE
NO
DISSAPOINTING
DON’T KNOW

• I can look into that • Explain what you Can DO

• Certainly • Explain what you are
• Yes, of course • Let me find out for you
unable to do
• I would be delighted • Let me see how I can • Give suggestions or
to… help you alternatives
• I CAN DO that • May I ask you a few • Be constructive and
questions/ empathetic
 Positive First Response
COMPLAINTS, CRITISISM, DISSATISFACTION & FRUSTRATION

PLEASED SURE SORRY

Express commitment and Apologise, express

Show your appreciation
confidence empathy and care

I am confident that I can

I am glad you brought this I want to genuinely
find a positive way
to my attention. apologise for the situation
forward

GLAD CONFIDENT
HAPPY I CAN/ I WILL REGRET
ASSURE/ REASSURE
THANK YOU CERTAIN
APOLOGISE
I’M GRATEFUL POSSITIVE DISSAPOINTED
IT’S GOOD THAT PROMISE/ GUARANTEE
 Review Review Review
Never think it’s finished! Commit to review your services frequently and constantly ask ‘Is this
the best we can be?’.

Use professionals to test out

Encourage visitors to write
the experience and give you an
reviews.
independent review.

Walk the customer journey

Training and development of
from kerb to kerb (even from
staff is an ongoing
the suggested carpark) and
commitment.
challenge everything you see.
 Key
Visitor Experience
Factors
+ “Being in the Black”
+ Review
Review
Review

Happy Happy
=
+
Confident Satisfied
Knowledgeable Grateful
Staff Visitor