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West Swindon

I Think Excellent Customer Service Is More Important Than Ever – Do You Agree?

Good customer service is very important to me – is it important to you? In fact during 2014, I made a point of praising anyone who gave me, or my family, excellent service and being very clear when service was not up to scratch.

One mantra I’ve heard repeated several times is ‘why is this important when you can buy so much online now?’ – to me, there is no difference between excellent customer service on or offline. If it wasn’t important, why would services like Amazon and Ebay ask for reviews? And do you ever read the reviews? I do – and does it influence a buying decision? It certainly does for me.

cafe in Ireland with words 'come on in, the kettle's on the boil'

Excellent Customer Service

 

In the real world, shopping has to be more and more like an experience – and a good experience at that – why? because it’s so much easier, more convenient and often cheaper to buy online. Therefore, real world shopping must offer something extra. There must be some added value which engages the emotion. These are absolute musts for 2015.

If anyone is in doubt – look at the success in my home town of Swindon of the Designer Outlet Village, where experience is at the heart of shopping. People come from all over the country to shop there – they anticipate a bargain and they also anticipate an experience. This flagship centre for McArthur Glen – the company which runs the site – is a testament to good service. The mailing list for this one outlet centre alone is huge – a list many of us would be thrilled to manage.

So what is bad customer service? For me, it’s any person within any business who makes me FEEL slighted, stupid, silly, of little value – EVEN IF I’M IN THE WRONG. Remember the old adage ‘the customer is always right’ – there’s sense in that. No one can argue with how a customer feels, even if that customer is being unreasonable. Here are a few things I personally class as ‘bad’ service:

*Being ignored when I ask a direct question – this once happened to me in an Apple store where the member of staff, started talking to another customer during a conversation with me – I left and  made no purchase.

* Being continually hassled by staff when it’s clear I’m browsing and taking in the shop and what it has to offer. Once is enough.

* Being made to feel stupid when you can’t work out the intricacies of the ‘bill’ – this happened to me recently at Dominos Express in Swindon where the manager insisted I was unintelligent – his view changed however when I told him I was a journalist (something I should not have to do to be treated well). I will never enter that shop again. Not because the pizzas aren’t good – but I will be reminded of how I was made to feel.

*Being pushed aside by a telephone call – if I’m being served and the staff member receives a telephone call, I expect to come first – not be dismissed in favour of a telephone. This will guarantee I will leave without making a purchase.

*Being told ‘we can’t do that because the system won’t accept it’ – this has happened to me several times, when you want to amend a standard order, especially in food outlets. Where you cannot make a small change because a computer system is set up to offer no options. Again, a great reason for me to leave.

However it’s no good being continually negative. I now take the time to thank people for good service, fill in surveys where requested and give feedback. Nothing will change if you don’t engage. I have no idea what happens to that feedback, i just know it’s worth doing. Some excellent customer service highlights for me this year:

* the patience of a store manager when one of my children was horribly embarrassed about having a bra fitting and was tearful on entering the shop.

* the excellence of an American company which supplied me with a faulty product and replaced it within 48 hours, from America, at no extra cost and did not insist on the faulty item being returned.

* the responsive attitude of a Mini Service member of staff in Swindon who listened when I explained a complaint, put it right immediately and then sought me a better deal to make me feel better – hence work on my car which I thought would be £200 at least was actually £25. Now how will I feel on entering those premises again?

So it’s all about excellent customer service – but the onus is also on me as a consumer to give feedback, to say thank you and to praise as much as possible those who go the extra mile.

I’d be interested in your experiences too….

How to create a community magazine – the ups & downs…

I’ve decided that I’m going to do a series of related blogs about the challenges of creating a community magazine

SWINDON HERITAGE – www.swindonheritage.com

 

Back in January, a group of three people in Swindon – Graham, Mark and Frances – decided to write, design and print Swindon Heritage to celebrate the town’s history with interesting stories, pictures, archives and ‘today’ stories or interviews influenced by history. I was not involved initially.

The idea had been kicking around for some time but eventually this trio of writers and historians decided to go for it. No money or support came from any outside source. Swindon’s oldest company Arkells hosted the launch where about 70 people attended  – including me.

The first edition was of exceptional quality – I knew the content was strong but the design and high quality glossy feel was unexpected. Then the trio asked me to help out in a consultancy role, to push other ideas and help out. We have had wonderful content, so far enough for a year. The challenge is raising enough to cover all costs and perhaps become a social enterprise.

So for the last few weeks, I’ve had a go at selling advertising space, had various meetings with more to come and have just enjoyed having any role in this lovely publication.

We’ve had great support from Swindon Council, both MPs (please subscribe Sirs if you haven’t already), the new Police & Crime Commissoner for Wiltshire, and hundreds of subscribers. We’ve also been supported by more than a dozen local independent shops and newsagents eager to stock the magazine (it sells at £4.99 a copy).

One big surprise, and disappointment,  has been the reluctance of bigger companies to even agree to sell the magazine or even look at it, taking just a small percentage of the cover price. We have repeatedly tried to get W H Smiths to sell the magazine in the Swindon area – but they keep saying we have to go through their normal distribution process  – something we cannot afford. How disappointing that one of the town’s biggest employers has no ability to stock a community magazine.

The other disappointment was Asda – with two big stores in Swindon. Asda makes a big deal about being part of the local community .However when it comes to Swindon Heritage – it’s a different matter. After hearing the spiel about having to go through their ‘normal’ processes so they can take a 20 to 25 per cent cut (which we cannot afford) – they did agree to look at the magazine.

Sadly, Asda head office in Leeds said it was not considered suitable for its customers in Swindon and would not consider stocking it. (I promise you there’s nothing inappropriate with this magazine).

So clearly its community agenda is highly selective. I wonder if Swindonians living in West and North Swindon feel happy that Asda has decided what is and is not suitable for them.

Is Asda for the community – what do you think?

Still, I’m hoping that one of the other supermarkets in Swindon or big retailers will be the first to support us – believe me I’ll shout about that. So come on Sainbury’s, Tesco, Morrisons, Martins et al – we’re waiting to hear from you….

I want to shout out about this lack of support from some of the town’s bigger businesses to show them up against those small businesses which are more than ready to ‘take a chance’ and are happy with their smaller cut of the cover price.

All of our stockists get a free shout-out in the May edition which comes out at the end of next week – front page picture is a lovely image of the late, great Diana Dors. If you live in Swindon and want to learn more about your town’s history – this is the magazine for you.

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