Sep 13 2018
Raise your hands or nod your head if you have ever gone into a brick and mortar store with your kids and they decided to run around, talk loudly (or yell), and climb things they shouldn’t (insert emoji with hand raised here). It can be (and often is) frustrating and embarrassing. This was precisely what happened to me as we entered Home Sense last Monday.
It was a hot and humid Monday evening. The last week of summer break and the week before my sister’s wedding. Our house is the house that plays host to almost every family gathering and the night before my sister’s wedding was not an exception. As usual, I took on more than I could chew but loved every minute of it as there is nothing more important than the love and time spent with family.
Because we were hosting 40 people at our house, it was also time to get my butt into gear and finish decorating our newly renovated main floor. The Monday before the party I dragged my poor little girls all over the city to find just the right nick knacks for our living room and paintings for our walls. Women tend to do this frequently; take on more than they need to, to ensure the happiness of their family. That day I was not an exception to the rule.
We were in and out of stores, and our last stop was Home Sense. As a woman, mom, wife, and Brand Experience Expert, with a female focus, I am very perceptive to the shopping experiences I have and how well they cater to the Decision Maker; the woman and all the little nuances she expects in a shopping experience. My last experience that day was the most trying and the best all at the same time.
An Empowered Team
My girls had had enough of in and out of stores and were kicking into boredom high gear. As soon as we entered the store, my girls bolted off and ran around as I popped in and out of the aisles in search for the perfect décor and paintings; playing a game of Marco Polo with my girls except is was “Ela, Riley” so I could hear that they were close to me. The experience was going smoothly until I heard Riley scream.
There she lay face down on the floor; she had tripped. I put the five items that were in my arms down and rushed to her. Riley’s lip was bleeding, and she was crying hysterically. I felt embarrassed and so sorry that this happened to my sweet girl. Instantly (as most moms do) I started to beat myself up about the situation, and at that moment, something wonderfully unexpected happened; in swooped the Home Sense team.
The manager came over and helped me in the bathroom. They helped calm Riley and gave her a freeze to keep the swelling down on her lip while making it fun for her. They also made sure Ela got the same ‘fun’ treatment. Once Riley was calm, they collected the items I had put down in a rush to my daughter and took me directly to the end register bypassing the big line. The team rang me in quickly and carried everything out to my car and through the whole process made me feel better (or not as bad) about the situation.
This situation got me to thinking; are companies prepared to handle situations that are not their fault? Do they empower their team members to make it right? And do they take into consideration the customer in front of them?
Although many organizations strive to have the basics of customer service down pat; like greeting, asking the customer if they need help, or using their name; not many organizations focus on how to create a great experience out of a bad situation. Further to that; do you know how to tailor your Brand Experience to the Decision Maker; the Woman?
I challenge you to answer these questions:
- Is your organization and its team prepared to handle situations that are not your fault? If so what tools do you provide them to empower them to offer an exceptional and unexpected experience out of a bad situation?
- Are you prepared to serve your female consumers? Have you ever flipped the lens and seen the shopping journey through her eyes?
- With women holding 80-90% influence of all purchasing decisions and doing the majority of the shopping for their homes, is your team trained in EQ so they can ensure the experience the decision maker has in your brick and mortar store leaves a positive lasting impression?
If your answer is no to one or more of these questions you might want to look at the tools and training you give your team members so they can turn transactions into interactions and create a memorable experience; even out of a bad situation. I also urge you to take a female-focused approach as you make changes to elevate your customer experience.
I thank the team at Home Sense that day. Not only did I get everything I needed, but they also earned my loyalty through an experience that I will be forever grateful. I know that I can take my kids there and they will take care of us.