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By: Derek Jansen
With so much business being conducted in cyberspace and over the telephone is there still a place for customer service? Should we all turn into robots and deliver on demand? Or should we rather differentiate our customers and see them as crucial to our business and the ones that actually make our pay check possible?
It is a fact that customer service is largely ignored by most big stores, restaurants and so on. How is it possible then that JC Penney has turned into such retail giant? James Cash Penney knew the importance of his customer, that's why. He referred to his customer as an associate - in fact; customers are the first associates and staff the second. His attention to detail and exceptional customer service has made his store one of the most successful in American history.
A man called John T Jones, now retired, but who was a vice president of a Fortune 500 company worked at JC Penney years ago part time in the evenings while he was studying. He was interested in the retail business and watched and learnt. He discovered that each JC Penney store in the Denver area carried different stock according to what the local customers preferred. Now if that was true for Denver then it must be true for every single JC Penney store in America - catering to the special needs of each and every one of its customers. Is it any wonder JC Penney is so successful?
John T Jones also relates how he shopped at a JC Penney store when he was retired. He explains how he went to look at the men's 40 - 50 % off clothing sale. He was helped by 2 staff members, one of them a supervisor while choosing 2 coats. The staff then went on to suggest that ne needed a jacket as well. With that done, they next took him to look for matching pants, not just the correct size, they had to match. He also ended up ordering 2 dress shirts. While paying, he was persuaded to take out a JC Penney credit card for an extra 45% off - that he did. Then he noticed that the supervisor allocated al the sales to the staff member and he remembered that JC Penney worked on a commission basis, which explains the enthusiasm of the staff. Now this is customer service in action. John T Jones was also responsible for the now hugely populat JCPenney coupons
The point here is to explain and illustrate the ongoing and never-ending importance of customer service to enhancing your business and your sales. There is simply no replacement for hands-on attention. JC Penney knows this and carries it out throughout their stores with their Winning Strategy plan for all 'associates'. It does not matter how big the store becomes or how successful the store is, if customers feel they are being ignored or not made to feel special and important you will start to notice profits dropping. Even in cyber-space, any communication with a client is crucial to the future of your business. The old adage of "The customer is King" still holds true. Ask JC Penney if you are not sure.
Author Resource:->??If you're a JC Penney customer, be sure to check out this Youtube video on how to get up to $250 in JCPenney coupons - http://www.youtube.com/watch?v=Qbh722Xh76s
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