In February 2007, 'Which' published a report on the UK's Top 50 Retailers. Stores were rated, by customers, on various aspects of their offer:Product - quality, range and stock availability
Customer service - knowledge, availability and helpfulness of staff and after-sales service
In-store experience - ease of finding products, tidiness of stores, store environment and queing time
Convenience - both opening times and location
Pricing - regular price, sales and special offers
The 'league table' makes for some fascinating reading. Whilst it offers little in the way of big surprises (who'd have ever guessed that major electrical and white goods retailers gave poor service, and that the mighty John Lewis Partnership (inc Waitrose) would come top?), it does, however, provoke some deep thought and asks some very interesting questions. To view the Top 50 Table, CLICK HERE.
The Top 10 looks like this...
Each aspect has a % rating and then an 'Overall Satisfaction' % rating is applied (The overall satisfaction mark is based on two questions asking about the overall rating of the store and the likelihood of recommending the shop to a friend.)
The 'eagle-eyed' amongst you will have noticed that the humble 'Local Specialist' has slipped in at No.4. I find it fascinating that, when you read the Which 'High Street Shops Survey' there is no actual mention of who these 'Local Specialists' are. More importantly, there is no analysis or commentary regarding how they've managed to be at No. 4, having the second highest Customer Service score in the entire survey - beating the pants off UK retail 'Giants', such as Tesco, Boots, M&S, Asda, B&Q etc. Surely this must tell us something?
In terms of Customer Service, how can a 'Local Specialist' (70%) achieve better Customer Service standards than, for example, Tesco (25%) - who invest millions of pounds in customer research, CRM systems, and staff training?
Surely somebody, somewhere has asked the question : 'WHAT DOES THIS MEAN?'...
It doesn't take a brain-surgeon to work out why Local Specialist stores give better service than large Chain stores:
1. Local stores understand and empathise with their customers
2. Local stores take time to build relationships with you
3. Local stores refer to you by your name
4. Local stores know what customer loyalty means
5. Local stores understand the need to nurture a partnership with their customers
6. Local stores don't take your business for granted
7. Local stores spend time with their customers, to find out what they need
8. Local stores have a genuine desire to help you solve your problem
I'm not the worlds most DIY oriented man, but sometimes I have a need to buy some paint, or a bag of nails, or a tool of some kind. I have at least a dozen large DIY 'Superstores' within a 10 mile radius of my home. They are all easy to get to and are bound to stock whatever it is I'm looking for. Do I shop there? No I don't. I visit my 'Local Specialist' - why? Because their customer service is EXTRAORDINARY!
Take a bow HAYLING HARDWARE. Everytime (without fail) that I visit their store, I am greeted and asked if I'd like any help, or if I'm looking for something in particular, or asked if I've got any questions, of if I need any advice. They literally bend-over-backwards to help. They are always polite and courteous, and all of the staff must be execptionally well trained because they deliver a consistent service all of the time. There is also a really great mix of age ranges amongst the staff, which helkps to give it a 'community' atmosphere. But the thing I like the most is that the 'main man' is out on the shopfloor serving customers, he's encouraging his team to do the same, he is coaching them, he is visible and not stuck in an office. In short he totally sets the example, through his leadership.
If you are ever on Hayling Island, you must experience this service. They manage to achieve excellence with very little fuss. I'm convinced that this is the very reason why 'local specialists' havce featured so highly in the Which report. If only the big-guns would take notice......
Keep It Simple Stupid!
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