Summer 2006

What does exceptional customer service mean in your gift shop? By Marcia Layton Turner

Cinda Baxter owner of Details, Ink.
Minneapolis, MN
612.927.4842
DetailSink.com

Cinda Baxter owner of Details, Ink.

“I feel the key to exceptional customer service is being sure it extends beyond the store and out into the world. With a product selection of predominantly high-end custom invitations, announcements and stationery, nearly every purchase requires hands-on guidance, suggestion and ongoing conversation, making the process naturally ‘service-heavy.’ The follow up is where we really shine, understanding the critical importance of [the customer feeling] appreciated and remembered.

“Customers are sent a handwritten thank-you note immediately after they’ve placed an order, including a personal reference of some sort (noting a lovely jacket worn or a comment made, for example) to keep it warm and ‘real.’ If someone has referred a particularly good customer to us, we send them a long-lasting flowering plant with a note of appreciation. Brides and new mothers find little surprises in their orders, like a small glass heart with their wedding or baby’s birth date written on it in gold. In all cases, postage-paid feedback cards are included with orders so customers can let us know how we’ve done—then we take that feedback seriously and follow up when appropriate.

“In the end, it’s all about respect, gratitude, sincere warmth and creating relationships with our customers. Who doesn’t enjoy that?”

Patricia Twitchell owner of Just Bears and Stuff
Myrtle Creek, OR
541.863.6037
JustBearsandStuff.com

Patricia Twitchell owner of Just Bears and Stuff

“We strive to make our store feel like home, so that people who come in are very comfortable. They get a warm feeling while they’re here. We do that through the surroundings (it’s a very touchy feely environment) and our sales approach (we don’t pressure anyone). We just let customers look and feel at their own pace.

“Because we’re in a small town, we realize we have to give customers from surrounding areas a reason to drive 20 miles or more to shop with us. One thing that makes us unique is that we offer complimentary gift wrapping, including beautiful ribbons and stickers with any purchase. We also can ship the package for the customer or have it ready for them to ship. We love to go the extra mile.”

Carol Schroeder co-owner of Orange Tree Imports
Madison, WI
608.255.8211
OrangeTreeImports.com

Carol Schroeder co-owner of Orange Tree Imports

“Many of today’s shoppers value their time more than money, so instead of trying to compete with a discount store on price, Orange Tree Imports emphasizes providing an efficient and enjoyable shopping experience. It is our goal to greet everyone walking through our door, setting a friendly tone and also letting them know that assistance is available should they desire it. We also try to have staff at each of our two checkout counters so that no one has to wait to make a purchase. We offer special services such as gift boxes, wrapping and shipping to take care of these gift-giving chores for our customers. “Inventory is not often mentioned in the same sentence with customer service, however we realize that no matter how welcoming your retail environment, if you don’t have the product the customer wants, the experience will not be satisfactory. We try to always have the products customers expect us to have, as well as a constantly changing array of new and interesting merchandise.”

Marcia Layton Turner

Turner writes frequently for business publications. Her work has appeared in Business Week, Business 2.0, MyBusiness and numerous trade magazines. She is also the author of Emeril! (John Wiley & Sons, 2004).MarciaLaytonTurner.com