While most businesses claim that their customers are number one, what does it actually look like to put the customer first? What day-to-day practices might result from being mindful of this mantra in 2018? And where should we start?
Putting the customer first requires a commitment across the whole organization, even from those who might seem removed from customer service. Thankfully, NCG’s collection of preferred practices provide a firm foundation for how to do right by your shoppers, from the sandwich menu to your return policy.
Take NCG’s preferred practices for finance, for example. NCG recommends monthly department labor reports and weekly sales reporting. Co-op managers need these tools to successfully plan for an ever-changing number of customers who spend more or less depending on a myriad of factors. Without access to this kind of data, stores run the risk of being routinely short-staffed or frequently out-of-stock on items, making it impossible to meet our customers’ needs. So, yes, even “numbers people” behind the scenes play a part in keeping the customer’s interests in mind.
Also for the back of the house, preferred practices for human resources offer advice on how to calculate a living wage — an important consideration for retaining staff and attracting new talent. Happy, productive staff are essential for great customer service!
NCG’s collected marketing preferred practices include some specific recommendations for customer service and some that might be less obvious. Preferred practices for in-store information caution against jargon or “insider” language that customers might not understand. For example, instead of a “Nordic Naturals line drive,” we could use more customer-friendly language like “great deals on all Nordic Naturals supplements.”
Fresh department preferred practices can help co-ops think about how to build and modify existing programs and procedures in ways that put the customer first. Signature sandwich programs allow shoppers to get a hot, melty sandwich in under two minutes — who doesn’t love that?! Preferred practices for culling produce challenge stockers to imagine what a food critic or shopper would say (or tweet!) about the freshness of their produce. This saves shoppers from having to scrutinize every piece of fruit to avoid finding something less-than-fresh and serves to build a solid reputation for high quality fresh foods.
Finally, it’s important to consider the customer in the mission-based advocacy work we do, too. NCG’s advocacy preferred practices recommend five criteria before launching a “call to action.” Campaigns should be relevant, actionable, strategic, timely and winnable if we are going to ask our shoppers to take the time to take action for a cause. Without a framework for advocacy efforts, we can overwhelm shoppers with campaigns and this part of our work can get tuned out.
In addition to written preferred practices, there are on-demand training sessions in Co+op U that can help you develop a customer-first mindset and approach. In the “The 7 Ps” we learn about Process: how the practices and procedures we use can affect how people view our brand. Rules and policies are often crafted to protect the co-op’s interests, but the effect on the customer must also be considered. A customer-friendly return policy, for example, should be simple, easy to remember and encourage shoppers to try new things. In “Signage Speaks” we learn about keeping signage brief and simple. More isn’t always better — adding more product detail to signs may be convenient for staff but can be confusing for customers.
Are there areas in your co-op or department that need to be scrutinized for their customer friendliness? Take a look at our preferred practices for a great place to start.
