The customer is always right.

One rule of thumb I have in my store is the old adage, "the customer is always right." Customers have a range of interpersonal and shopping styles. Many are bubbly and enjoy browsing and chatting with whomever is around. Others are quiet and really want to be left to shop in peace (I fall into this category myself). Some customers are on a mission, with little time to spare, and really, they needed the perfect purchase yesterday, so you have to try not to stress and instead provide fast and efficient help.

Occasionally you get someone who is downright rude. It is tough but you can't take it personally, nor can you let it harden you and your approach to future customers.

My approach is to let the customer's style come out naturally and then to cater to that style. I wait for the customer to shop a bit and then I offer to help, and at that time I assess their needs. I help if it's wanted, otherwise, I leave them alone but stay within earshot in case they need me. I avoid hovering, even if I am nervous about shoplifting... I'd rather have some merchandise walk out the door here and there than offend a potential paying (and maybe long-term repeat) customer. In the defense of stores where salespeople do stay closer, I can say that my moderately priced specialty giftware isn't exactly hot on the street so I don't have to worry as much as some other stores might. Cameras also help to reduce the risk of shoplifting in my store. And I know police recommend staying closer where shoplifting is a concern.

Anyhoo... I attempt to solve whatever problem a customer presents me with, and if I don't agree with something, say, a gift basket design choice or a tissue color choice for a gift bag, I gently offer my opinion but let the customer have the final say. I refer customers to other stores if I can't meet their need. Occasionally I've had customers take advantage of my offerings, but I figure it's all worth it as they leave the store and go into their own social networks and spread the word about the good service they received.

Now, this is not to say that we are perfect here at the Hingham Gift Company. I am sure we have not always satisfied every customer who has visited us, but I can honestly say we've done our best. I have made some great acquaintances and even friends in the store. If someone isn't very nice I still face them with a smile and a helping hand. Of course, if someone crosses the line into downright rudeness, I would try to find a professional way to see them to the door. But luckily for me that hasn't really happened yet (I've had some less than perfect interactions, but really, overall I have had great experiences in the store!)

I will say that I don't always have this same experience when the tables are turned and I am the customer in another store or venue. I will spend a lot less time in a store where I feel the salesperson is hovering over or following me around. I will not return to places with surly, condescending and/or unhelpful salespeople if I don't absolutely have to. Of course, every business and every person working for a business has their "off" days... and some business owners are good managers but can seem a bit standoffish on the interpersonal front... but these days, with social networking being what it is, and with all the websites that offer reviews of businesses where anyone can write in regarding their experiences, it can be a very big deal to offend a single customer.

Case in point: My recent trip to Cape Cod and the emotional landmine we walked into at "XX" Farm (After publishing and sharing this, I have made the decision to remove the name of the farm, replacing it with "XX", due to my being linked to numerous networks and, as a small business owner myself, thinking it just isn't worth it to continue a battle with this place -- however if you want to know the name of the farm just send me an email at emily@hinghamgiftcompany.com and I will gladly tell you). Following is a letter of complaint I forwarded to the owner and board members yesterday evening.


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August 4, 2009

To the Owners and Board of Directors of XX Farm and the XX Farm Foundation:

I am writing to you regarding the terrible experience I had earlier today at your farm. I should start by giving you some context to help you understand my position and feelings on this incident.

Over the past few weeks, I spent several hours planning a long-weekend trip to Cape Cod, which was to be the first Cape visit for my mother who recently moved to Massachusetts. I used the Internet and advice of friends to research inns, attractions and shopping ideas, since I myself had not been to the Cape for several years and needed some help finding places to visit. One of the places I came across was XX Farm. I looked at some of the information on the website briefly and noted the farm on my list of possible things to do. Well, after a lovely visit to Dennisport, Chatham, and Falmouth, we decided to stop by the farm this morning on our way back home. And this is where I will recount my experience at your farm.

We pulled our car into the parking lot around 11:30am. As we pulled into the parking lot, we observed the main XX Farm sign. After parking, we got out of the car and looked ahead where we saw the main building which I assume was the store that I had seen mentioned while doing my research on the Web. We approached the store, and then looked to the right where we saw the bunnies, so we proceeded down the stone stairway and began looking at the animals. We spent the next half hour or so walking all over the farm, enjoying the animals and gardens. As we were on our way back to the “store” (I can only assume it was the store since we never made it inside, which I will explain shortly), a gentleman (or should I just say a man) on a golf cart pulled up alongside us and inquired if we were members of the farm. I said no, we weren’t, and the man explained that this was a “members-only” farm. I said that we didn’t realize this, and he became a bit impatient and said “there are signs everywhere, where did you come in?” We mentioned where we had entered and he said again, with escalated emotion that this was a members-only farm and this was how the farm survived. Now at this time I was holding my mother’s hand as she is older and has trouble walking, and she whispered to me how embarrassed she was and that we should just leave, and the gentleman in the golf cart proceeded to follow us, in effect “running us” off the farm. As we re-entered the parking lot he said again in an angry voice and in front of several other farm visitors that there were signs everywhere. Needless to say we didn’t spend much time looking for signs, as we were upset and embarrassed, but my husband did a quick glance around and there were no obvious signs that we could see. I only figured out after leaving the farm and re-visiting the website later this afternoon that, apparently, day passes were available, though the angry man on the golf cart didn’t mention this.

Perhaps the farm has issues with people taking advantage of it and the fellow who approached us was feeling frustrated. Regardless, this treatment was absolutely unacceptable and incredibly unprofessional. I am a small business owner in the town of Hingham, MA, and I can’t imagine treating someone this way. My husband and I are business professionals and we are also supporters and members of nonprofits both nationally and in MA. (Trustees of Reservations, WBUR/NPR, Consumers Union, etc.) We certainly had no idea of the admission or day pass required or we would have gladly paid it… I assume, had we made it into the store, that we would have finally seen the signs and paid our entry then. We may have even spent some money in the store, or stopped for a bite of lunch (I read on the Web that the farm also has a restaurant, which we also didn’t get to see).

I am also a blogger, and this incident fits very nicely into my upcoming blog about customer service today and the old adage “the customer is always right.” We really enjoyed walking around the farm, but for me, this one incident actually put a damper on my whole trip. I am sorry we visited your farm and we’ll be sure not to do it again.

Emily, (Joel and Pat)
Hingham, MA