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By Sue McCarthy
Recently I watched a news program about
a theater owner who has completely changed the movie-going experience. Normally
we go to dinner before the movie. This theater owner has considered everything
the consumer could possibly desire and provided it in one location. The theater
houses a restaurant with delicious and reasonably priced food as well as a full
service bar, babysitting facilities and seating with plenty of leg room.
In our busy lives an evening out has
become quite a luxury and it is no surprise that this one stop entertainment
center has become very successful.
It is hard to find a strip mall in any town today that does not house a Mani/ Pedi
salon giving new meaning to the phrase "a crowded mar ket."
A nail salon in our town has once again looked at the competition and added
simple services and perks that no one else has. Ladue Nails greets each patron
at the door with a friendly "concierge" with a great smile. There is never a
wait because they have enough staff and treatment chairs to accommodate
everyone. As you receive your treatment, snacks and beverages are available at
no charge. Customers seated at the nail drying station are offered a fabulous
neck and shoulder massage—10 dollars for 10 minutes. This salon employs
approximately 15 staff and 2 or 3 of them do nothing but service the
patrons—ensuring that when I want my nails done I drive all the way across town
to Ladue Nails and would not dream of going anywhere else.
On
one of our shopping excursions we hired a car and driver for the day. This man’s
job was nothing more than to drive our party around and to know where he was
going. This gentleman arrived fifteen minutes early and was waiting in the lobby
of our hotel. He was professional and friendly and apparently took great pride
in what he did. It was a very warm day and at every stop we were handed a damp
cloth and a cold drink. Upon exiting each shop our driver was there to take the
packages to the trunk, carefully marking each one so that there would be no
confusion later. At every turn our driver was full of interesting facts about
the city as well as recommended restaurants and not to miss sights. Needless to
say he made our time with him in his city a very pleasant experience. And for
his extra effort not only was he tipped the customary twenty percent but also
was handed an additional tip by each member of our excursion.
In our industry where our profit
depends on the right suppliers and customers, it should be our number one
priority to find out what they want and to give it to them. Strive to exceed
their expectations and leave a lasting impression. Customer recognition is very
important at Women’s Closet Exchange. Mary’s mom always needs a chair,
Karen loves diet Sprite and Nicole needs to borrow some glasses because she left
hers in the car. Everyone is offered a drink upon arrival. It is the best money
you will ever spend (It costs us approximately 20 cents each.) There is no
appointment necessary for us to look at your items in our store. We will also be
more than happy to go to clients’ homes with an appointment.
Challenge yourself, volunteers and staff to provide not
only what is expected but service that will be the topic of conversation at
every cocktail party, girls’ night out and family get-together.
Sue McCarthy, owner of
Women's Closet Exchange
in St. Louis, MO, is NARTS Treasurer and
Outstanding Service Award winner.
She has opened seven new
locations, moved several and currently operates four shops in
one plaza: ladies’, plus size, children/maternity and
furniture .
 
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