Are you bending over backwards for your customers?

How easy are you making it for your customers to use your services? Do you go out of your way to help them?

I like the way Clark’s the shoe shops now offer a personal service to their customers: I saw a pair of purple (well, that is my colour) shoes that I liked, and asked for a size 5 and a half. The shop assistant arrived back from the stock cupboard to say they hadn’t any in that particular size.

Then she asked whether I would like to order them in. I could then try them on and decide whether I liked them. There was no obligation to buy them, and if they didn’t suit they would go back into the stock cupboard for the next customer.

Then she asked me for my mobile number so the shop could text me to say my shoes were ready to try on. I know this is a very simple procedure and extremely common-place, but I consider this to be extremely convenient, more so than finding a message on my answerphone.

It dawned on me as I walked out of the shop that I wasn’t leaving unfulfilled. Clark’s really wanted to sell me those shoes, and they were doing the utmost to relieve the inconvenience of not having any available at that time. I now look forward to my mobile phone beeping with the good news.

Anyway, back to the marketing issue: what are you doing within your business to provide similar excellent service for your customers?

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