Give customers the star treatment

I’ve always been “blind as a bat” as they say, and have been buying contact lenses for about the past 15 years. For the majority of that time, I’ve been buying them through the same retailer, even though it hasn’t always been the cheapest. Why have I stuck with the same retailer for so long, especially if I’m handing over a few more of my hard-earned dollars for the same product? The answer is simple- their customer service is exceptional. They take care of calling the doctor if I’ve misplaced my prescription paper, and are prompt and courteous when answering questions via email or over the phone. They also send me a personalized rebate form if applicable, so it’s easier to fill out and send in, as well as accept exchanges and returns if my prescription changes and I still have lenses left over (they even send a shipping box and cover the cost!).

So how to you get customers to rave about your customer service and spread the word? Getting to know your customers and their habits is essential to drawing them in and keeping them as loyal customers. In this month’s cover story, we share the results of the research we conducted with Trone Brand Energy recently. 795 of your potential customers responded and shared their valuable insights.

One of the key points of the survey was that most of them are shopping for their gardening needs at both independent garden centers and mass retailers. So what is an IGC owner to do? Check out the story starting on page 16 to learn more about their buying habits and preferences as well as find out how you can differentiate your garden center to attract more customers.

Do you know if your customer service is up to customers’ expectations? Don’t miss Leslie Halleck’s customer service primer on page 24, where she takes a hard look at what to do and not to do if you would like your customers to come back to your store. Hear what other industry colleagues have to say about their customer service on pages 28 and 36.

As summer winds down and we begin planning for the next exciting year of Garden Center, we’re on the lookout for new voices for our magazine. If you have some great advice for your colleagues or simply want to get the word out about a problem you had and how you went about solving it, I’d love to hear from you. Shoot me an email at kvarga@gie.net or give me a call at 216-446-2717 whenever inspiration strikes.

kvarga@gie.net