How to Create a Great Customer Experience

Your customer service sways 90% of shoppers

By Lisa Morgen, Retailworks, Inc.

There’s one essential item that should top your store’s assortment: exceptional customer service.

Did you know that 90% of Americans use customer service as a factor in deciding whether or not they should do business with a company? According to another report, 93% of customers are likely to make repeat purchases with companies that offer excellent customer service.

With such a high value, it’s important to take note of what excellent customer service involves. Here are four tips to keep in mind when assessing your current level of service.

Personalization. Too often, some people say they feel like a number. Change that. Everyone wants to be acknowledged. As soon as a customer enters your store, greet them with a smile and welcome them. Consider setting aside an area near the entrance, such as a welcome kiosk/desk, away from products, for this human interaction. You don’t need a lot of space, but it will make a big and positive impression.

Take an extra step, literally. Walk the person to the section of the floor that they are interested in shopping. Continue a casual conversation along the way, learning what their specific needs are and take note. Create a customer profile and send the customer personal emails to inform them of upcoming sales or new products that will be of interest to them. Whether they purchase something or not, they will feel appreciated, and are more likely to return.

And if you can’t greet every entering customer like this, then make sure you have legible wayfinding signs around the store so customers can easily locate the products they’re seeking.

After a large purchase is made, send the customer a handwritten thank you note on a branded company card. Not only will they be surprised, but they will most likely tell someone about this thoughtful gesture and their experience with your store.

Knowledge and Transparency. Be transparent about where products are made and what they’re made of. The more information you provide, the more confidence customers will have in your expertise and the products you sell. A thorough conversation may also lead to cross-selling opportunities. Utilize an area in the showroom that’s set aside just for this one-to-one conversation, perhaps in a comfortable lounge where beverages and snacks may be offered to help close the deal.

Breakout Room. Your employees and associates work hard and are on their feet a long time. They need to be refreshed throughout the day to remain upbeat and positive on the selling floor. A dedicated breakroom with a kitchenette is a good place for them to recharge and take time for themselves when needed. It’s also a good place to build comradery and connections among the team. 

Transaction Counter and the Three C’s. The transaction counter is an area for conversation, connection and checking. It should be a pleasant and welcoming space where appreciation happens and a positive, lasting impression is made. Staff need to complete the sales process in a friendly and efficient manner. Leaving the customer with a good feeling and a smile is the best way to end a positive shopping experience.

Outstanding customer service — it just may be the best product you offer!

Lisa Morgen is the marketing & communications director of Retailworks, Inc., an award-winning design, branding and display firm led by BrandSource consultant and guest speaker Lyn M. Falk. For more information, visit

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