THE IMPORTANCE OF DELIVERING AN UNFORGETTABLE CUSTOMER EXPERIENCE INSPIRED COLLECTIONS RETAILING CUSTOMER SERVICE How customer service can enhance the customer's museum visit and make more money for your institution. Key Customer Service Factors How to Deliver By Polly Redman

These customers NEED and will APPRECIATE your ATTENTION, and will JUDGE the store more by this INTERACTION than by the product selection. The majority (especially tourists) have never been in your shop before 85% of visitors entering a museum shop don't know exactly what they want to buy

The Importance of Customer Service Retailing has become a service business. Product and the experience are now equal considerations in the customer's mind. Superior customer service leads to positive word of mouth advertising. This is priceless! Superior customer service leads to sales. Simply put, customers buy because of a positive shopping experience. Customer service enhances the image of the institution.

Key Customer Service Factors Customer service should be flexible Understand how your customer profile changes throughout the year, and adapt your customer service to these changing needs. The person in a coat and tie could be the shoplifter and the person looking a bit raggedy could be the millionaire who is interested in the mission of the museum and wanting to donate. Customers, including tourists, like to get to know the sales staff. First impressions count, especially if the visitors have a short time to spend in the shop. So, how we are dressed affects the buying attitude of the customer. You should be dressed in a manner that enhances the image of the institution. Identify and recognize these repeat customers, and cater to them. Customer service is different things to different people Don't judge a customer by their appearance People buy into people — they don't just buy product Your appearance matters too Value the long- term repeat business of your customer

Key Customer Service Factors We have two ears and one mouth, which are reflective of about the percentage of time we should be listening versus talking. A customer with a complaint or a suggestion is a blessing because they generally raise valid issues that are actionable. It is less important what you do than how it is perceived. A simple gesture for one customer, can be greatly appreciated, while another customer considers a more difficult task routine. Under promise, over deliver. Of course not, but they should feel like they are right. There is no value in arguing with the customer. Arguing only leads to negative word of mouth. 'Busy but available' is a philosophy that suggests a staff person be kept on the sales floor, especially during active times, busy doing things, but at the same time available to the customer. Listen to your customers Actions speak louder than words. Is the customer always right? Busy but available

Staff and Volunteers Invest in making your team happy. Clear communication, effective policies, excellent staff training, and creative problem-solving techniques are all necessary components of excellent customer service. COMMUNICATION INCLUSIONTRAININGREWARD KNOWLEDGE CONSISTENCY & EFFICIENCY INSPIRE & MOTIVATE LEAD BY EXAMPLE Key Customer Service Factors

WHO IS THE CUSTOMER? YOU VISITOR VOLUNTEERS FRIENDS COLLEAGUES COLLABORATORS & FREELANCERS LOCAL GOVERNMENT FUNDERS COMMUNITY

WHAT DOES IT MEAN TO YOU? YOU PRIDE MOTIVATION CONFIDENCE SENSE OF ACHIEVEMENT SUCCESS COMPLIMENTS RECOGNITION ENTHUSIASM HAPPY ENJOYMENT SATISFACTION FULFILMENT

HOW TO DELIVER YOU I CAN MAKE A DIFFERENCE I AM THE DIFFERENCE TAKE OWNERSHIP & RESPONSIBILITY BE OPTIMISTIC A COMPLAINT IS PURE GOLD TREASURE IT!

Having a “Can Do” Attitude This section is all about how to achieve a professional and positive mind set, emotions, language and behaviour “CAN DO” FOCUS (In the black) NO CAN DO FOCUS (In the red) NegativeDefensive AngryDe-motivated FrustratedFearful ResentfulIntimidating PessimisticOverwhelmed ArgumentativeDiscouraged UnhappySarcastic BlameNot Listening VulnerableRude Self-pityExcuses PositiveEmpathetic EnergeticOpen HappyListens OptimisticAppreciative MotivatedDetermined HelpfulPro-active ConfidentConsiderate ProductiveSolution-focussed EnthusiasticCo-operative ResilientRewarding

Being ‘in the Red’ YOU WHAT TRIGGERS IT? HOW DO YOU FEEL/BEHAVE? WHAT IS THE IMPACT? WHAT DOES IT COST YOU?

Move Back ‘Into the Black’ What are some of the things you can do to move yourself back ‘into the Black’ NO CAN DO FOCUS Unable to Control or Influence “CAN DO” FOCUS I CAN Choose and Control my Response and Influence What CAN I control? What CAN I do? What else CAN I do? What am I willing/prefer to do? What is my responsibility to do? What are my choices? What are my possible solutions? What are my options? What are my alternatives? What is possible? What is a way forward? What is my next step? What is the positive? What CAN I be grateful for? What is my goal? What positive, constructive or empathetic action CAN I take?

Positive First Response REQUEST QUESTIONCOMPLAINT This structure can be customised and personalised to any situation

First Impressions Count So getting your meet and great is extremely important! Greeting Telephone Greeting Face-to-Face Look at the person Acknowledge, smile and greet Thank the person for waiting (if they have been waiting) Address the person by name (If you know them) Introduce yourself and position (if they don’t know you) Handshake or other appropriate contact Offer of help Good Morning/ Afternoon Organisation and/or Dept This is … How can I help

Positive First Response REQUEST QUESTION IF YOUR ANSWER IS… YES NOT SURE MAYBE DON’T KNOW NO DISSAPOINTING Certainly Yes, of course I would be delighted to… I CAN DO that I can look into that Let me find out for you Let me see how I can help you May I ask you a few questions/ Explain what you Can DO Explain what you are unable to do Give suggestions or alternatives Be constructive and empathetic

Positive First Response PLEASED SURESORRY Show your appreciation Apologise, express empathy and care Express commitment and confidence COMPLAINTS, CRITISISM, DISSATISFACTION & FRUSTRATION I am glad you brought this to my attention. I am confident that I can find a positive way forward I want to genuinely apologise for the situation GLAD HAPPY THANK YOU I’M GRATEFUL IT’S GOOD THAT CONFIDENT I CAN/ I WILL ASSURE/ REASSURE CERTAIN POSSITIVE PROMISE/ GUARANTEE REGRET APOLOGISE DISSAPOINTED

Review Review Review Never think it’s finished! Commit to review your services frequently and constantly ask ‘Is this the best we can be?’. Use professionals to test out the experience and give you an independent review. Walk the customer journey from kerb to kerb (even from the suggested carpark) and challenge everything you see. Encourage visitors to write reviews. Training and development of staff is an ongoing commitment.

Key Visitor Experience Factors + Happy Confident Knowledgeable Staff Happy Satisfied Grateful Visitor = + Review “Being in the Black” +