Crossing the Frontline

Give Them an Inch...
The other day I was assisting a client with their new e-tail (that’s online retailing) venture. We were reviewing some of the still yet to be ironed out customer service kinks such as returns and exchanges. What had been revealed to me about my client’s past experiences with their customers was both shocking and a reminder of the foibles of human nature. The old saying of giving them an inch and they’ll take a mile holds true. In order to avoid further unpleasantness even in a totally cyber situation, we had to create a much defined service policy.

Last month’s article delved into the question of whether or not the business’s frontline (those directly selling to or servicing your customers) was robbing their bottom line. In the article, I reviewed how to find the best employees you could afford in order to service your customers in the manner they expect to be served. However, after my client meeting, I realized I could not end the fifth of my P series (Product, Price, Place & Promotion and People) without taking customers into account. Yeah, even people you can’t see!

Bricks and Mortar...
Sure, any of you who are traditional bricks and mortar retailers are already thinking about your inventory shrinkage due to theft, fraudulent returns or exchanges. Some customers, however, steal a lot more than your inventory but, I’ll get back to that later. I tell my students that the old axiom that the customer is always right is not one-hundred percent accurate. More correctly, it’s what the customer thinks is right that allows them to BELIEVE they ARE correct. Change the perception and you change the reality. Selling online? Same thing – define the parameters to assure no misperceptions and to keep a grip on reality. Spell it out!

Let’s look at consumer perceptions and market realities. Have you ever noticed that Starbucks shops are located in Target stores and not Wal-Marts? If we look at Starbucks customers a bit closer, we may also notice that they are quite different than Dunkin Donuts customers. Both groups are as equally passionate of the brand they prefer but that’s where any similarity ends. To simplify my illustration, let’s say that Starbucks customers have a need for interaction (affection). The Dunkin Donuts customers require a need for speed.

Character...
Why is that? And, how do these characteristics translate into something else? Customers everywhere are seeking solutions to their “problems” as it were. A cup of coffee is a solution to a perceived need (or want). They frequent the businesses and buy the brands they support because they’re offered an expected solution based on their previous experiences. But, what is the difference between a Starbucks coffee versus one from Dunkin Donuts? It’s obviously significant to both groups. How does any of this relate to customers undermining your bottom line? Please read on…
I’m going to offer up what I believe is a possible correct answer – personality. It encompasses character, behavior, qualities and individuality. If I may quote Henry James, “What is character but the determination of incident? What is incident but the illustration of character?” All any customer needs to be happy is a sense of control, a feeling belonging and a little affection for showing up. Each visit to your shop or business is an incident that should offer customers a pleasant expectation of some sort. Seems simple right? Give them what they want; offer them what they need. But, what about those, that regardless of your best intentions, reveal their, um, character?

Personalities...
There are many characteristic customer personalities. There are the fixers who seek to either find their own answer or solutions or, completely place their trust in those they believe have the answer or solution. Their crime is asking lots of questions and requiring detailed demonstrations. There are the grinders who can not articulate what it is they want yet expect you or your employees to define it; most oftentimes without a resulting decision or sale. Ah, the know-it-all whose sense of entitlement requires; no demands, your full and complete attention regardless of the reality of the situation. They will also, more then likely argue every point you make. And finally, there are the self-centered who fail to realize that there are other inhabitants of this planet or, other customers in your store. Perhaps it’s the universal social stresses that we all endure. Perhaps they are so overwhelmed by their modern existence as to lose their common sense or decency when they chose to cross your frontline. Hey, they don’t call it the frontline for nothing!