Case of the flannel shirt

A friend of mine has always worked as a computer consultant.  He' used to be self-employed and now he's in management at a major brokerage house.  Software development has been his passion ever since he discovered computing and he's been very good at it which makes him in high demand.  All this is background to emphasize that he has always had the financial means to do whatever suits him.  He also prefers to wear flannel shirts and jeans on Saturdays while he's around the house.

One weekend we went to a higher end electronic store because he wanted to purchase a stereo system.  We walked in, him with enough money in his pocket to assemble any system in the store, and started to look around.  After 15 minutes in a store that was empty save for 3 salesmen, he decided that since no one was interested enough to greet him, that this store didn't need his business.  We left and purchased an expensive sound system somewhere else.  (In addition, when he later custom built his multi-million dollar house, the first store was not considered for the electronics in the new house).  While we were driving to the next store, we agreed that the salesmen in the first store had judged him to not be worth their time due to his attire.  He obviously wouldn't have the means to purchase anything from them.  They all lost a significant sale and some return business.

What they could have done better:

1) Never assume your customer's ability (or desire) to pay based on their current attire or appearance.  In retail, you really cannot afford to judge a book by it's cover.  Not only could that jeopardize your current sale, it may potentially ruin any future business.

2) Always treat every customer with respect and as a potential new client.  Even if they aren't, they have friends and co-workers who may be.  If they are treated well, all those people will hear about it and if they are "shunned" everyone in their world will hear about it.

3) A friendly, courteous greeting and helpful service should be given to everyone.

Where to start

Customer service is determined by the very first point of contact (or lack thereof).  Every time a customer walks in, calls, e-mails, or somehow comes in contact with your business, customer service begins.  That is why it is critical that every business develop a protocol on how to deal with EVERY contact from a customer or potential customer.  For example, the Greater New Jersey Conference of the United Methodist Church provides a "contact us" link on their website for a parishioner to contact the bishop.  I sent a message, using this link, last July and have not yet received any acknowledgment.  What do you think that does to my opinion of the Bishop of local United Methodist Church?

An organization that is truly interested in providing good customer service makes sure that every contact is acknowledged immediately.  The phone does not ring more than 4 times without being interested, a customer walking in the store is greeted with a hello immediately, someone e-mailing your business could even receive an automated response acknowledging receipt of the e-mail and promising a reply in 24-48 hours.  All of this let's your customer know that their business is important and you want to keep it.  Anything less is an opportunity to let your customer go to another business that appreciates them more.