“The ability to deliver a customer experience consistently aligned around customer needs and intentions has a significant impact on a company’s ability to create customer loyalty. In turn, loyal customers have a demonstrable impact on the top line, by buying more or buying more frequently and referring other customers to the company. In a time of economic uncertainty—when customer confidence is low and customer behaviour is increasingly difficult to predict—mastering this ability is more important than ever.”

Accenture high performance business research

Making this year different

2011 is all about the customer. The things that wowed the customer in the past are now taken for granted. Flagship stores like Apple are setting new benchmarks in customer experience, and consumers are now expecting that stores in other sectors follow.

To truly make a difference is to create a loyal fan base. A base of customers that will shop more frequently and spend more with you.

In 2011 it is all about becoming part of this new wave of retail experience and implementing the steps to create the 'ultimate' customer experience.

Back to basics – doing the little things right

Often we are so carried away with that 'big event' or the next marketing campaign that we forget about the little things. We forget to smile when the customer walks in. Forget to say thank you to our loyal customers. Forget to put proper job tracking procedures in place so that when customers come in we can find their job quickly, easily and without effort.

Take a step back for a second and ask yourself: what are the key essentials to get our business right every time?

Then take this list and mark how your current systems are performing in each of the essential areas. For the ones not doing so well, work out a strategy on how you can create efficient systems and procedures and ensure that these 'little things' are performed correctly every time.

As a quick guide, you may like to think about:

• processing sales, repairs, custom makes
• tracking sales, repairs and custom makes
• answering customer queries
• inventory control including ordering, tagging, identification, presentation, tracking and re-ordering
• customer management and maintenance
• store presentation including lighting, showcases, flooring and staff presentation

Once you have the basics, you are at the starting point of creating a truly amazing customer experience.

"*Key point: the 'basics' can often be dealt with through automation, computer systems and set procedures. Don't re-invent the wheel. Successful stores are so because they automate, have strict procedures and spend less time on these areas so they can spend more time on the things that set their company apart. Be sure that you are not spending time doing the things that take computer systems a fraction of the time.

Experience is the name of the game

With so many ways to shop these days there must be a reason why a person would go out of their way to walk into a store to buy something. Why would I walk into an Apple store to buy an iPad that I could have bought over the internet and had it delivered?

Why?

The Experience! 

People come out of stores like Apple amazed. The customer feedback posts on the internet are exceptional with people raving about the look and feel of the store, the service they receive, the solving of product issues and returns, and the processing of the sale.

The experience is what brings people in and is what will determine if they come back.

What's everyone talking about?

If we know that 'customer experience' is going to make the big difference in 2011, then the next question is 'what' experiences are the customers wanting (and are easy and quick to implement)?

There are many things you can do in your store, and we'll list some of them below. When thinking about the experience, ask yourself: who are our customers, what are they expecting, how could this differentiate our store and what would happen to our store if our competitor implemented this before us?

Now that you have your questions, lets look at the list of experiences you can create in your store today*:

Processing sales:

Today's ultimate sales experience for the customer is the ability to have the sale processed from anywhere in the store. This is done through portable devices such as the iPad, iPhone, android phone or tablet. Enhancing the experience is the option to have the receipt emailed or sent via text message to the customer. Other 'wow' factors include the ability to update the customer profile on the spot, suggest other items to purchase based on the customer history, view and search for items that may not be in store and see pictures of those items and record items under the customer's wish list (and send the wish list to friends and family members).

Processing custom makes and repairs:

Like sales, the experience is in the ability to process the repair or special order from anywhere in the store. In addition to the taking of the transaction, what's important to the customer is being able to know the status of the job (by either phoning, walking into the store or via the company's website) and, just as importantly, receiving a text message or email informing them that the job is finished and ready for collection.

Reminders:

In today's hectic world, clients like reminders. Email, text message, letter or phone reminders can be used for store promotions, special events and new product launches. Customers also appreciate more personal messages, such as reminders about ring cleaning, warranty renewal, updating of appraisal information and service reminders such as annual rhodium plating for white gold jewelry. Reminders show you care and when automated, the consistency and frequency make the customer feel special and appreciated.

Gift Cards:

Gift cards and vouchers are the 'easy' way to shop for many people. Customers want the ability to purchase a gift card at the store or via the stores website. The important part of the transaction for the customer (the part that makes it an 'ultimate' experience) is the ability to easily purchase and redeem the card. The easier this is, the better the experience for the customer.

Loyalty Club:

Customers like belonging. They want the ability to join a stores loyalty program and receive email updates and newsletters, know what their loyalty point balance is, easily earn and redeem loyalty points, and feel they are 'special' for being part of the club. Customer experience is very much about belonging and if you are going to create a fan base, what better way to acknowledge them by giving them a name and card saying they are part of the club.

Knowledge:

The customer experience is centred around the customer's ability to ask questions (anywhere in the store or outside) and have an immediate answer. This includes product knowledge such as stones sizes, properties, seeing a picture of the item and availability, and general knowledge such as opening hours, warranties, origin of goods etc. For multi-stores this also includes live information on availability at other stores and delivery time. The use of iPads, tablets and phones makes the knowledge experience very easy for you to implement, and even more importantly, very easy for your competitor to implement. If your staff can not give the customer the answer, that customer can stand in your store and Google on their phone which competitor can give them the information they desire and then go to that competitors store.

Sight:

Seeing is believing for many customers. In the old days we used a loop to show off a diamond. Today, the old loop is out and replaced with the microscopic camera. Used for repairs (eg. showing worn claws) and sales (such as loose or set diamonds) the customer experience is enhanced as it is easy to use and creates a feeling of honesty and visibility.

Syncing:

Compiling all information about the customer is very important. Their experience relies on the bringing together of their sales both on your website and in store/s. Having all the data in one place is the name of the game these days, and is a must in creating the ultimate customer experience.

Bringing it all together

The ultimate customer experience is many small things done well. It is not expensive, does not require a large team of people or years to implement.

It is simply utilizing the resources that are available right now, putting those resources in place and making sure the customer knows that in your store, they can have the 'ultimate' experience.

*This sample list of experiences is based on the Swim Jewelry Software program. All experiences listed are already included in Swim and are being used right now by jewelry stores around the world. These innovative, leading jewelers are creating the 'ultimate' customer experience and benefiting from the rewards of a loyal fan base.