Times tough? Give customers superior service

July 21, 2008

Suzanne DeVries (suzanne@ diamondstaffing.com) is president and founder of Diamond Staffing Solutions Inc., one of the jewelry industry's leading placement firms. Diamond Staffing Solutions is an official American Gem Society sustaining member.

By Suzanne DeVries

In the retail world, the store that offers the best service is almost always the front-runner in the race for customers.

This is especially true for jewelry, a product that has great value and is dependent on a great sales presentation.

Service takes on an even bigger role in a difficult economy. It is not enough to offer low prices when millions of retailers are already seeking new business through sales gimmicks and deep discounts. In this buyer's market, the jeweler offering superior service, the one distinguished for providing the best overall "perceived value," can woo even the most loyal clients from competitors.

Your clients should be receiving the red-carpet treatment from you right now. Remember: Clients can demand and receive better service than ever before because there are so many stores competing for their business. You have to work harder than everyone else to become—and remain—the jeweler of choice.

Here are 20 relatively simple things you can do that will dramatically raise your level of service in the eyes of your clients:

1. Greet every client within 30 seconds of the time they enter the store.

2. Have comfortable seating for clients, as well as accompanying family and friends.

3. Offer in-store refreshments.

4. Have a play area for children to eliminate distractions for shopping parents.

5. Offer free gift-wrapping.

6. Provide complimentary delivery.

7. Send thank-you cards to every client, even if they only bought a watch battery.

8. Send special invitations to your best clients. These might include exclusive offers, reminders of upcoming gift occasions, alerts about new merchandise, etc.

9. Keep track of important dates and events in your clients' lives, and call them—or send cards or e-mails—to congratulate them on those days.

10. Develop "wish lists" for clients to make it easier for loved ones to shop for them.

11. Offer free jewelry cleaning and inspection services.

12. Make house calls to show key clients merchandise that you think they would like, or even just to show them your latest catalog.

13. Offer a personal shopper service to your clients.

14. Hold an in-store client appreciation day with food, music and special offers.

15. Offer multiple ways to shop, including in-store, phone, catalog or Internet.

16. Offer flexible payment plans with several options.

17. Have a liberal money-back guarantee and a return/exchange policy.

18. Make sure your salespeople are well trained and empowered to make decisions, especially when it comes to satisfying unhappy customers.

19. Create a print or e-mail newsletter to update existing clients on the latest happenings at your company, remind them of important upcoming events, provide them with special offers, etc.

20. Get your clients' permission to use photos and words about their shopping experience in your newsletter and on your Web site to make people feel like part of your jewelry "family."

These are just a few of the many things you can do to gain client loyalty. In a tough economy, the stakes are much higher than before, and every sale becomes critical. Offering better service than your competitors can help your store become recession-proof.

Editor's note: This story first appeared in the June 2008 print edition of National Jeweler.