By T. Leigh Buehler | 10/04/2024
As a seasoned retail professional, I have witnessed firsthand the power of exceptional customer service. In today's competitive and ever-evolving retail world, providing outstanding customer service is not just a nice-to-have – it is a crucial differentiator that can make or break a business.
After teaching customer service courses for over 15 years, I have come to realize that while the technology behind helping customer service, the core concepts of quality service do not.
Training employees to be effective retail customer service specialists can help elevate your team's performance and boost the loyalty of customers.
Why Retail Customer Service Training Is Necessary
Many years ago, I took on the responsibility of revamping an extremely popular retail store’s customer service training. The corporate office had an official customer service training program, but I wanted to tailor some of this training for our retail employees to cater to our local customers more fully.
Recognizing that exceptional customer service skills on the sales floor and on the telephone are key to standing out in a competitive market, I began training my retail store employees on how to deliver personalized, attentive care to each of our customers. I focused on using active listening with each customer and how to recognize and manage different customer behavior styles. I also used role-playing scenarios to help employees to practice resolving complaints, suggest complementary products, and make every shopper feel valued.
Over the next few months, our store's customer satisfaction scores increased through the improvement in customer service skills. Positive reviews came in, and customers praised us for our friendly and helpful staff.
For our excellent customer service, our store received a corporate recognition award for two quarters in a row! I was immensely proud of my retail staff for paying attention to the retail customer service training and really wanting to deliver quality service to our customers.
The Core Concepts of Quality Retail Customer Service Training
Good retail customer service training is the backbone of a successful retail store operation. By equipping employees with the right skills and mindset, businesses can ensure consistent and positive customer service. However, it is necessary for those employees to be taught the core concepts of customer service, such as:
- Understanding customer needs
- Acquiring product knowledge expertise
- Using good communication skills
- Developing problem-solving abilities
- Practicing empathy and patience
- Maintaining high standards
- Staying ahead of the curve through ongoing training and development
Understanding Customer Needs
All employees must understand that their actions and behavior are a direct reflection of the company. A customer does not care if you are having a difficult day. If you are rude, they will assume your entire organization is filled with unprofessional individuals who provide poor customer service or do not care about their customers.
At the heart of excellent customer service is an understanding of customer needs. Managers need to train their staff to actively listen to and engage with their customers.
There is nothing worse than an employee half-heartedly listening to a customer. Customers can easily notice this lack of attention and grow frustrated, believing they do not matter.
Encourage your team to ask open-ended questions that reveal a customer's true intentions and preferences. For instance, instead of asking, "Can I help you?", try greeting customers with "What brings you to our store today?" This approach opens a dialogue in the sales process and allows the staff to tailor their assistance to a customer more effectively.
Use a hands-on approach to train your staff. Also, role-playing exercises can be incredibly useful in honing employees' listening skills and helping a customer find what is needed. Set up scenarios where team members practice identifying customer needs through conversation.
Acquiring Product Knowledge Expertise
A well-informed staff member can significantly enhance the customer experience. Thorough knowledge of a store's products not only builds customer trust, but it also enables employees to make informed recommendations.
Implement regular product training sessions to improve employees' customer service skills and make sure to provide training any time that a new product or service is introduced to a store. Consider using these strategies:
- Create detailed product guides and encourage staff to study them
- Organize hands-on product demonstrations
- Encourage staff to use the products themselves, if possible, to gain firsthand experience
One beauty retailer, Estée Lauder®, trains employees on new products very effectively. Beauty advisers either attend regional training or a professional trainer visits a store to demonstrate and educate employees about new products.
Remember, the goal is to transform your staff into product experts who can confidently answer customer queries and provide valuable insights. With Estée Lauder, the beauty advisers learn the benefits of the new products, touch and test each item, and typically receive informational sheets to take home and review. This type of knowledge, paired with excellent customer service, goes a long way toward earning customer loyalty.
Using Communication Skills
Clear, professional, and friendly communication is the backbone of excellent customer service. Years ago, in the early days of my retail career, we were taught that customers could hear smiles through the phone.
We even ran scenarios where we called each other to determine when a person was smiling during the conversation or when they were scowling. It was amazing! You can hear when someone is friendly in their tone.
Another communication skill I like to work on with my employees is avoiding slang, mumbling, or using filler words such as “umm” too much while communicating with customers. Mumbling is hard for anyone to hear. But if you are working with a customer who has a hearing problem, they will not understand you, which can be interpreted as a failure in quality service.
Train your staff to communicate effectively both verbally and non-verbally. Key areas to focus on include:
- Active listening techniques
- Clear and concise explanation skills
- Positive body language and facial expressions
- Adapting a communication style to different customer personalities
Consider incorporating communication workshops into your training program. These workshops can include exercises on tone of voice and body language, and well as how to explain complex information in simple terms. Regular feedback and coaching sessions can help staff continually improve their communication abilities.
You can even work these skills into quick 5- to 10-minute training periods throughout the day. It’s not always necessary to call a formal meeting where everyone sits down for an hour to work on their communication. In-the-moment training sessions can help an employee identify their areas of strength and weakness regarding communication skills.
Developing Problem-Solving Abilities
Even with the best service, problems can arise. The better prepared that sales associates are for issues and difficult situations, the better customer service they can deliver.
Train your staff to view complaints as opportunities to show your company’s commitment to pleasing its customers and matching their customer expectations. Key problem-solving techniques to develop include:
- Remaining calm under pressure, especially in situations involving difficult customers
- Identifying the root cause of the problem when helping customers
- Offering solutions proactively
- Following up to ensure customer satisfaction
Use real customer complaints as scenarios on how to find a resolution. Simulating real complaints helps customer service employees understand how to apply problem-solving skills in real-world situations. Customer service training ideas like this one can empower your team to make decisions, within reason, to resolve issues quickly. In turn, that can reduce customer frustration, lead to more sales, and turn a negative experience into a positive one.
Nordstrom® is renowned for its customer service and customer loyalty. This retailer believes in delivering exceptional service to all customers.
To deliver exceptional customer service, the company starts by offering quality products and having associates attend regular customer service training. Nordstrom frequently tells its critics that they are in “the relationship business, not the retail business.” Because of its customer service philosophy, Nordstrom has an 85% customer satisfaction rating.
Practicing Empathy and Patience
In today’s fast-paced, technologically-connected world, it is easy to forget there is a human element to customer service. Empathy and patience can significantly impact the customer experience, and sales associates need to be reminded from time to time to use these skills.
Train your staff to put themselves in the customer's shoes. They should approach each interaction with understanding and compassion.
Incorporate customer service scenarios that build empathy, such as sharing firsthand experiences of both good and bad customer service. Encourage staff to reflect on how these experiences made them feel and how they would have preferred to be treated. These role-playing exercises can also be effective in helping employees to develop patience, especially when dealing with challenging customers.
One exercise I love to use is for each person to go around and explain a bad customer service experience. I want them to pinpoint exactly when the service breakdown occurs.
Once they reflect on the situation, I ask these retail employees questions like:
- “How would you have handled the situation if you were the customer service representative?”
- “If your management was unavailable, what would your steps have been to solve the issue?”
Reframing these questions and putting them into the representatives’ shoes allows them to see situations from a unique perspective. As a result, they are better able to identify areas for improvement when they have customer interactions.
Maintaining High Standards for Consistency in Service
Consistency is key when building trust and loyalty among customers. When customers know they can rely on your business to deliver the same high level of service every time, they are more likely to return and recommend your business to others. Achieving consistency in service requires deliberate planning, clear communication, and ongoing management.
To achieve consistency in stellar customer service, it is essential to:
- Develop clear service standards and protocols
- Ensure all staff are trained to the same level
- Implement a system for regular performance evaluations
- Recognize and reward consistent high performers
Every employee, regardless of their role or experience level, should receive the same comprehensive training in your service standards. This training should cover both the technical aspects of their job and the soft skills necessary to effectively interact with customers.
Consider creating a customer service handbook that outlines your company's service philosophy and standards. This handbook serves as a reference point for all staff and helps maintain consistency across different shifts and locations.
Two Examples of Consistency in Service
Apple® is renowned for its consistent customer service across all its stores and a strong loyal customer base. Whether you visit an Apple Store in New York or Tokyo, you can expect the same level of knowledgeable, friendly, and efficient service.
Their employees truly know the ins and outs of every product and service. Apple achieves this consistency through precise staff training, clear service protocols, and a strong focus on customer experience.
The Ritz-Carlton® hotel chain is another example of a brand that excels in consistency. Their customer service mantra, “We are Ladies and Gentlemen serving Ladies and Gentlemen,” is ingrained in every employee.
Their Gold Standards booklet outlines the service principles that guide every interaction. This commitment to consistency is a key reason guests repeatedly choose the Ritz-Carlton for luxury experiences.
Staying Ahead of the Curve through Ongoing Training and Development
Customer service is not a one-and-done training event. It requires ongoing effort to stay current with best practices and evolving customer expectations.
You can implement a culture of continuous learning by:
- Scheduling regular refresher training
- Encouraging staff to share their experiences and learn from each other
- Providing opportunities for advanced customer service certifications
- Staying informed about industry trends and incorporating them into your training
Consider implementing a mentoring program where experienced staff can guide newer team members. It not only helps in skill development but also in maintaining your company's service culture.
I loved to pair up my experienced associates with new employees so they could shadow each other. They take turns assisting customers and making mental notes on how each other provided good service. Then they would exchange notes, comment on what they liked, and make suggestions on anything they thought could have gone a bit differently.
A regularly occurring customer service course can also be helpful to reinforce these standards and update staff on any new protocols or changes. This ongoing training ensures that even as your business evolves, your service remains consistent.
The Path to Customer Service Excellence
Effective retail customer service training is an ongoing journey that requires dedication and a genuine commitment to customers. You can create a customer service team that not only meets but exceeds customer expectations.
Remember, your customers will never forget the moment a staff member is rude, but they will also always remember when they received great customer service. When your staff is well-trained and genuinely cares about the customer experience, it shows.
This level of service not only satisfies customers but also turns them into loyal advocates for your brand. In the competitive retail industry, that can make all the difference.
The Retail Management Degree at AMU
For adult learners interested in acquiring the knowledge to pursue jobs in retail management and retail customer service training, American Military University (AMU) offers an online bachelor’s degree in retail management. Courses in this program are taught by highly experienced faculty with considerable knowledge of the industry and include topics such as retail strategy, retail innovation, consumer behavior, digital marketing, and supply chain management.
This degree program also has a specialty accreditation from the Accreditation Council for Business Schools and Programs (ACBSP®). This accreditation ensures that this program has met high standards for academic quality.
For more information about the retail management degree, visit our retail management degree program page.
Estée Lauder is a registered trademark of Estée Lauder, Inc.
Nordstrom is a registered trademark of NIHC, Inc.
Apple is a registered trademark of Apple, Inc.
Ritz-Carlton is a registered trademark of The Ritz-Carton Hotel Company, LLC.
ACBSP is a registered trademark of the Accreditation Council for Business Schools and Programs.