THE EXTRA MILE
October 2024
Going an Extra Mile: It's More Than a Cliche
David Brown
Legend Jewelry
14K two tone gold pink
and yellow sapphire ring
MSRP $1200
866.607.3098
Sabrina Designs
14K gold beaded
chain with diamond &
turquoise medallion
MSRP $4,260
212.302.6844
Jye’s
8K white gold ring with
6.75ct opal and 0.07ct
brilliant cut round
diamonds, and 1.98ct
marquise diamonds
MSRP $50,000
415.621.8884
As a jewelry store owner, your business thrives on creating memorable experiences for your customers and fostering a motivated, dedicated team. Going the extra mile can set you apart in a competitive market, turning one-time buyers into loyal patrons and employees into brand ambassadors. Here’s how you can implement exceptional service strategies to delight your customers and staff.
GETTING THE SIMPLE THINGS RIGHT
The foundation of outstanding service begins with mastering the basics. Ensure your store is always clean, well-organized, and inviting. Train your staff to greet every customer warmly and offer assistance without being overbearing. Simple gestures, such as offering a comfortable seating area for customers to wait while jewelry is being polished or repaired, can make a significant difference. I’m often reminded of a women’s clothing store I once went to that had a special Men’s Zone for husband’s and partners to relax in.
Additionally, ensure that every piece of jewelry is presented elegantly. Invest in quality packaging that reflects the luxury of your products. It might be a small thing, but it matters. A beautifully wrapped purchase not only enhances the customer’s experience but also reinforces the value of their investment.
DOING THE EXTRA THAT SURPRISES AND DELIGHTS
Going beyond the expected can create unforgettable moments for your customers. Take a cue from the famous Nordstrom story, where the store refunded a customer’s tire purchase despite not selling tires. Or simply, the tire store that fills your tires for free, even though you didn’t purchase the tires from them! While you might not encounter such an extreme scenario as Nordstrom, the principle remains the same: be willing to go above and beyond.
It still surprises me when stores don’t offer complimentary jewelry cleaning or inspection services. This small gesture shows customers that you care about the longevity and appearance of their purchases. Another idea is to remember and celebrate your customers’ special occasions. Send a personalized birthday or anniversary card along with a small discount coupon. These thoughtful touches can surprise and delight, making customers feel valued and appreciated, and are very easy to implement thanks to modern customer relations technology. you handle these moments that will dictate whether they return.
TAKING RESPONSIBILITY FOR CUSTOMER SATISFACTION
When things go wrong, how you handle the situation can make all the difference. Take full responsibility for ensuring customer satisfaction. If a customer is unhappy with their purchase, offer a hassle-free return or exchange policy. Train your staff to listen empathetically to complaints and resolve them promptly and courteously.
For example, if a customer’s ring needs resizing, offer to do it for free or at a reduced cost, and ensure it’s done quickly. Following up with a phone call or email to ensure the customer is happy with the service can further solidify their positive impression of your store. Customers know things can go wrong sometimes, it’s how you handle these moments that will dictate whether they return.
MAKING THE EXPERIENCE AS PERSONAL AS POSSIBLE
Personalization is key in the jewelry business. Encourage your staff to learn customers’ names and preferences, particularly your most loyal ten percent. Use this information to provide a tailored shopping experience. For instance, if a customer frequently purchases vintagestyle jewelry, inform them personally when new vintage pieces arrive.
Create a customer database to track purchase history and preferences, allowing you to make personalized recommendations. Offering custom jewelry design services can also elevate the customer experience. Work closely with customers to bring their unique visions to life, making them feel like a part of the creative process.
FOSTERING A POSITIVE WORK ENVIRONMENT
Your staff plays a crucial role in delivering exceptional service. Ensure they feel valued and motivated by creating a positive work environment. Offer regular training sessions to enhance their skills and product knowledge. Recognize and reward their hard work through employee of the month programs, bonuses, or even small tokens of appreciation like gift cards.
Encourage a collaborative atmosphere where staff feel comfortable sharing ideas and feedback. Providing opportunities for professional growth, such as attending industry events or jewelry making workshops, can also boost their engagement and commitment to your store.
I’m sure this article has not told you anything you don’t already know. Whether it is telling you something that you’re not actually doing is another question. Going the extra mile in your jewelry store can transform both customer and staff experiences, fostering loyalty and a positive reputation. By getting the simple things right, surprising and delighting with extra touches, taking full responsibility for customer satisfaction, and personalizing every interaction, you create a memorable shopping experience. Additionally, by nurturing a supportive and growth-oriented work environment, you ensure your staff is motivated to deliver their best. Embrace these strategies and watch your jewelry store flourish as the profitable business it deserves to be.
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