Chapter 6: Customer Service

Customer service is a key factor to the success of running a farm retail market, allowing the market to effectively compete with larger businesses in the sale of like or similar items. The farm retail market operator has the opportunity to emphasize customer service in a manner which is unparalleled by any competitor.

 The general population wants to shop for fresh, quality products in an atmosphere that deals with them as valued customers. To quote L. L. Bean: "Sell good merchandise at a reasonable profit, treat your customers right and they'll always come back for more. " In today's competitive business environment, emphasis on superior customer service is essential!

Creating Customer Satisfaction Pays

Service is performance as measured from the customer's perspective. Customer service takes on many forms, including assistance in handling large or bulky items, informing customers of the guarantee policy, providing a pleasant shopping experience, and adhering to effective practices. These practices include friendly and courteous service, an efficient layout, well-marked prices, and giving customers necessary information.

The importance of customer satisfaction cannot be overemphasized. It is a well known fact in retail marketing that a happy customer will tell at least three other people, while a dissatisfied customer will tell at least nine other people. Keeping customers happy will result in repeat trade.

Customer service is making the customer the centerpiece of all retail marketing efforts. Sam Walton, the founder of Wal-Mart, left a legacy of rules in his book, Made in America that appeal to the customer:

1. Give customers what they want

2. Provide a wide assortment of quality merchandise

3. Set the lowest possible price

4. Guarantee satisfaction on all purchases

5. Provide friendly, knowledgeable service

6. Maintain convenient hours and free parking

7. Provide a pleasant shopping experience

A standard practice in retail marketing is that "the customer is always right, even when the customer is wrong." The retailer cannot lose when the customer wins. The customer is number one.

Customer service can be evaluated by observing customers while they shop. Astute managers encourage customers to ask questions about the market and to give feedback for initiating market changes. Salespersons can be valuable sources of ideas and suggestions for improving customer service.

Points to Consider in Improving Customer Service

	Identify sales personnel with uniforms, shirts, and/or badges.
	Inform customers about delivery or other services.
	Provide loading assistance for large and bulky materials and identify areas designated for providing this assistance.
	Operate an information booth and staff it with trained personnel.
	Keep a reference library or center for inquisitive shoppers.
	Use shopping baskets, wagons, or other containers for customer convenience and to encourage added sales.
	Encourage self-service, when appropriate, coupled with individual customer attention, when necessary.
	Provide adequate lighting for ease in reading labels, signs, and information.
	Inform customers of your money policy (acceptance of cash, charge, credit cards, checks, etc.).
	Impress upon employees the importance of friendly and courteous service. Train employees in the fine art of good customer relations.
	Encourage employees to make constructive recommendations about the market, the sales area, and ways to provide better customer service.
	Provide restroom facilities for customer convenience.
	Make sure that the guarantee policy, or lack thereof, is clearly published to avoid misunderstandings.
	Establish strong communication links with the customer.

[Back]    [Next]