I drop off my clothes at the dry cleaner weekly and the staff is always friendly. A hello, good bye is always said but there are a few things that are missing.
1. A few weeks earlier, I dropped off some clothes and picked up and paid for the clothes that I had dropped off the week earlier. As I was getting out of the car I asked my son to bring in my dry cleaning. He said, “Dad — these clothes don’t look like yours.”
As I took a quick look, he was 100 percent right and two minutes later we were back at the dry cleaners exchanging the wrong clothes…. I hoped. Thankfully after 15 minutes they found my clothes and life was back to normal and my shirts were back with me.
The interesting thing was what the owner said or actually didn’t say. The only thing he said was, “Thanks for bringing back the clothes,” which I thought was very odd. There was no sorry for the mix up… no sorry for any inconvenience… in fact, no sorry at all.
Lesson No. 1: Say I’m sorry. It isn’t a sign of weakness; it isn’t a sign of embarrassment. Frankly it is a sign of honesty and sincerity, and it shows the customer you really, really care about them and their business.
2. In the past few months I have also noticed that my dry cleaner will give me a date/time when my clothes will be ready. Lo and behold when I show up, they aren’t. I understand that you can miss a deadline but when you know you have missed a deadline, say something. they have my phone number and email. Make a call or send a text/email.
Lesson No. 2: Everyone will miss a deadline. Doing nothing, sweeping it under the rug and not communicating is a huge mistake and can only cost your business in the long run!
3. This next one was actually very funny or at least I thought it was funny. I lost one of my buttons on my shirt and asked my dry cleaner to sew it back on. They said, “No problem at all and it will be ready when the rest of your clothes are ready.”
A few weeks later I wore the shirt that the dry cleaner had fixed and noticed the button (on my sleeve) was actually a different color than the one next to it. My dress shirts have two buttons on the sleeve so it is very easy for me to notice. I looked at the bottom of my shirt where there is always extra buttons sewn in and lo and behold, all of the extra buttons are still there. Ok, I will admit I did chuckle a little bit.
Lesson No. 3: Pay attention to details. It is the smallest of details that can and will affect your business the most. Rest assured if you pay attention to details your enterprise has a much better chance to be successful.
Merrill Dubrow is president and CEO, M/A/R/C Research, located in Dallas, one of the top 25 market research companies in the U.S. Merrill is a sought after speaker and has been writing a blog for over six years. He can be reached at firstname.lastname@example.org or at (972) 983-0416.
A few weeks ago, I was in a CVS, buying a few items that included a case of water, a newspaper and a candy bar for one of my kids. As I was leaving, the cashier handed me my receipt, which literally took 15 seconds to print out — no exaggeration. As I was walking out, I chuckled a little bit while reviewing the 42-inch receipt. I bought three items and the receipt was more than 3½-feet long.
OK, let’s get past that and go to what was on the receipt. Besides my items, there was an opportunity for a $1,000 sweepstakes and coupons for:
? Get a flu shot today and receive 20 percent off.
? $4 off when you spend $20 on vitamins.
? $6 off a beauty purchase of more than $15.
? $1.50 off any shampoo or conditioner.
? $2 off any Nature Bounty Vitamin.
? $1 off Excedrin — for life’s headaches.
Very few of these coupons are personalized to me — meaning based on prior purchases. Why is this? Since I used my ExtraCare card, CVS knows a ton about me, my habits, what I buy, when I buy it and the regularity of those purchases. Of these six offers, I bought only vitamins a week prior to this purchase. Clearly, there was no chance for me to buy them again. I forgot to mention that all of these coupons expired less than a week after my visit.
Use resources wisely
I must admit: I don’t get it. I feel that CVS has wasted resources, information, paper, my time and — most importantly, from the company’s standpoint — an opportunity to persuade me to shop more in its store and increase its revenue.
The way I look at it, I am in the company’s store, I am a customer, I am buying products, and then I am leaving the store. Furthermore, I assume CVS wants me to return, it wants more of my business, and it wants me to spend money in its store.
Since we know all of that is true, CVS should find a way to personalize all the offers to my needs. It should understand that I have seasonal purchases and understand how often I buy water, soda and candy bars. Customize the receipt to the customer. If you can’t customize all of the offers, then customize a few of them.
If the six coupons were about the products that I shop for there, such as soda, newspaper, candy for my kids, dish soap, detergent and paper towels, then the coupons would have had a positive effect on my purchase intent.
Problem is pervasive
Even though I mentioned CVS, the same is true for many other retailers. When looking over recent receipts from Walgreens, Panda Express, Tom Thumb and Golfsmith, they are all missing opportunities to effectively communicate with customers. In the age of big data, why aren’t companies using this more to their advantage?
To me, the winning retailers in 2013 will be the ones that understand and can implement personalization in dealing with their customer base. As a customer of a lot of retailers, I truly hope this happens sooner than later. ?
Merrill Dubrow is president and CEO, M/A/R/C Research, located in Dallas, one of the top 25 market research companies in the U.S. Merrill is a speaker and has been writing a blog for more than six years. He can be reached at email@example.com or at (972) 983-0416.