Your jewelry business customer care strategy can turn one-purchase customers into repeat-purchase clients.
I used to work for a large jewelry chain store. I clearly remember the slogan was, "That Jared Wow!" This meant that when customers left the store, which was named Jared, they should say, "Wow!"
Your customers should say the same about your jewelry business. Here are some ways to achieve this goal through outstanding customer service:
- Over-deliver
This is one of the main principles of good customer care, and it happens when you go above and beyond. Here are some ideas:
Did a customer ask for a necklace? Show them the matching earrings. This is a great place to start!
Do they have a concern about a particular metal? Try to answer as best you can (don't make up an answer to satisfy them. You will only look foolish when they find out the "real" answer).
Engage them in conversation. It's amazing what people will share, if you share a little. This example has several parts.
I have found out that some people want to jewelry they can pass down to someone else (they are looking for something that lasts), have a date coming up (they have an outfit in mind they want to match), they have an allergy to nickel, or are concerned about the quality and workmanship.
You can also find out that their brother's sister-in-law is having triplets - and your mother's bracelets might be perfect for her!
Engaging a customer in conversation is a fantastic way to remember them. Customers love it when you remember them, especially something so personal! Part of engaging a customer is that it gives you more time to read their body language (are they bored or interested, etc).
- Clients for Life
My experience has taught me that clients are much better than customers. Customers purchase from you once, but clients will purchase from you repeatedly. Remember that the difference between a client and a customer is one purchase. Customer care involves treating each person as though they are special!
You can retain clients by sending out thank-you notes shortly after each purchase (remember to enclose two business cards - one for them and one for a friend). If possible, write on the back of each business card (after the client purchases from you of course), "Enjoy 10% off your next purchase!"
If a customer is lingering or keeps fingering a particular piece, ask them what is holding them back from purchasing the piece. If it is the price, lower it slightly. If it is the color, tell them that you can custom make the same piece in another color for no additional charge.
- Return Policy
I recently read that it is best to have a 100% return policy. I have a friend who is also a jeweler, who lives by this policy!
The clasp on a style of her bracelets couldn't support the weight of the stone, so the bracelet would fall off. Her customers let her know of the problem, and she refunded them the money, regardless of whether they had lost the bracelet completely or if it had fallen off once. Thanks to her outstanding customer care policy, these customers have returned many times after this, and have purchased from her!
Because 99% of people will not abuse your return policy, it is best to have a generous return policy and deal with the 1% as it comes.
By having an unconditional return policy, you have several possible opportunities:
- You can exchange for the same piece if the original one broke.
- You can up-sell.
- Your actions tell the customer, "I stand behind my pieces, I use quality materials, and I will be in business for a long time to fix your piece if it breaks. Customer service is a priority for me."
- Turning an Enemy into Your Best Customer!
You will have grumpy customers. And when you do, don't take it personally. Perhaps they woke up on the wrong side of the bed, perhaps they were in a car accident earlier in the day, perhaps they just found out they have cancer. Any of these are possible!
If they purchased from you and had a negative experience, find out why. With a little customer care, you can salvage this relationship and turn your grumpy customer into a client.
For example, I had one customer purchase a tutorial from my website. Normally shipping charges are not applied to tutorials as they are downloadable. In this case, there was a problem in the way the shopping cart was set up, and the customer was significantly overcharged! Needless to say, I had an unhappy customer on my hands.
At first (I must admit), I felt threatened by the customer's request for a refund. I had to step back and look at the other side. I would have responded the same way if I had been charged shipping on an e-tutorial, especially if the amount was higher than the purchase price. The ethical thing to do was to refund the money, apologize, and explain.
You need to apologize for the part that is your fault. In this case, it was technically my fault that the shopping cart wasn't functioning correctly. I had to take responsibility for this.
Give a short explanation for the error or miscommunication. Don't give excuses, but explain that the reason for the problem was... (fill in the blank). I explained to this customer how the shopping cart was supposed to be set up, and it didn't work correctly.
Diffuse the situation. You can achieve this by taking their mind of the negative. For example, "Thank you for bringing this to my attention," or ask them about their upcoming plans (if it is a wedding, and there is a problem with the bridal party jewelry it is probably best not to ask about the wedding plans unless you are super tactful by asking about where the wedding is booked, etc).
You can diffuse the situation by acknowledging their concerns are valid (this is called validating), and allowing them the right to be upset. Let them know you would feel the same in the same situation. Empathize; try to look at the situation from their perspective. What would you want to be done in the situation?
Make a positive statement. For example, "I hope you enjoy the tutorial!" If you diffused the problem, it will make their experience all the more enjoyable if you end on a positive note. Try to think of something better than, "Have a great day," but if you can't come up with anything better, use that.
Good customer service depends on prompt communication and a genuinely pleasant attitude.
- Frequent Shopper Card
Who doesn't like free stuff? As Westerners, we love a good deal!
Have a Frequent Shopper Card. It can be for a certain dollar amount, or for a certain number of pieces (10 earring punch card, 10 necklace punch card). On the 10th purchase, the customer can enjoy purchasing from you at a discounted rate, or a special piece only for frequent purchasers, or receive a free piece under a certain dollar amount.
- Preferred Customer
This goes along with the above. People who purchase from me at my shows become a part of my mailing list. I notify them about new products and shows - and most importantly, they are my preferred customer!
With this they receive special products and promotions available only to them! This idea is used by many jewelry chain stores. It lets the customer know that they are appreciated. It also encourages repeat business!
