I buy my suits from Suits Direct in the Whitgift Centre in Croydon, it's not the cheapest place in the world, nor does it have the shortest queues, in fact I often have to queue for a very long time indeed, the quality isn't any better than elsewhere and it's not easier to get to.

I know you've guessed why I go there but just in case you haven't it's because they are the definition of excellent customer service.

Whenever I walk into the shop and let's face it you don't buy a new suit every week I am personally greeted by every assistant, I don't mean they line up and shake my hand but whenever one catches my eye they acknowledge my presence with a genuine smile and a few words of welcome.

I wander around a bit and make my choices, which suits I'd like to try on, which styles etc. and I wait for someone to become free, often an assistant will say "I'll be right with you, I just have to serve this customer" I wait patiently and spend the time watching said assistant serve.

While I am not the centre of attention it is a pleasure for me to observe how the assistant works, every customer is made to feel welcome and valued, the assistants listen as well as talk, of course they advise and try to sell by association "Would you like a matching tie with that jacket sir?" but the customer is not made to feel uncomfortable by this and a polite "no just the shirt" is accepted just as happily as "hmmm, maybe what would you recommend?"

The articles purchased are folded and neatly placed into a carry bag, a free suit bag for jackets and full suits I might add, and payment processed courteously, "thank you" still seems to be in their vocabulary.

Once the transaction is complete the assistant ends the experience by walking the customer to the door carrying the purchase, handing the goods over, wishing them well and thanking them for the business, "thanks for coming in today sir, see you soon"

And then the assistant comes to me, excusing his tardiness with a cheerful "I'm sorry to have kept you waiting, how can I help you today?" or something similar.

And so it goes on, whilst I am being served I become the centre of the assistants world, nothing is too much trouble and I receive excellent advice as well, the assistant finds the size I'm looking for in the style I wish to try on and walks me to the changing room, whilst there he maintains a cheerful conversation, at the same time gathering information to help tailor his offerings to my requirements, am I wanting a suit for work a funeral a wedding etc.

When I emerge I get an unbiased opinion on fit and style with a recommendation on alternates if my choice isn't quite the thing.

Finally when my selection is made we proceed together to the till where the above procedure takes place again.

I've never walked out of there feeling less than a valued customer and often wanting to shout out to the world "this is how it should be done !!!"

Ok enough of the advertisement now the serious stuff.

WHY ?

Why is it that this store can give this level of service when just across the boulevard is a huge multinational that is excellent at giving me the impression that it couldn't care less whether I bought their goods or not, do they have more resources? I doubt it, do they have more staff ? Nope, better premises, location, stock, prices all no, no, no, so why?

I believe they give such excellent customer service because they know that it pays, by concentrating so much on their customers they ensure repeat business, no retailer can afford to fill its stores with staff so queues are inevitable the difference here is that you don't mind waiting for something so good.

If you can see others being treated so well how keen are you to receive the same? When you stand in the queue at the supermarket of your choice and it's five deep and you watch the cashier throwing the goods down the ramp with a surly look on their face how motivated are you to wait?

Ever just dumped your trolley and walked out?

In my local supermarket there is one cashier who never has a queue less than five deep, even at quiet times, his name is James and he has excellent customer service skills, greeting everyone with a smile and serving them as they wish, fast/slow packing for them or not etc. Never short of a bit of chat he remembers his customers and greets them like old friends with the result that even my wife won't go to anyone else now.

When I asked him how it was that he was so popular he said, "I just treat people like I'd like them to treat me"

hmmmm heard that one before somewhere?

Next time: Even smiling makes my face ache
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