By
Bob Phibbs
Updated August 1, 2024
Retail customer service skills are essential to your store’s bottom line. Skilled employees set you apart from the competition.
I was with a friend who was looking for a new pair of sneakers at Dick’s Sporting Goods. He found an associate and told him what he was looking for.
The associate escorted him to the Adidas section. My friend picked up a pair and asked if they had them in 11. The associate whipped out his small tablet, scanned the SKU of the shoe, touched 11, said they did, and was off.
He came back, handed him the shoes, and left. As an old shoe dog who put myself through college selling shoes, I was a bit put off by the lack of customer service skills in this interaction.
My friend tried the shoes on alone, and the associate was nowhere in sight when they didn't fit.
Retail customer service measurement and success
He then waited to catch the associate's eye. “I guess I need an 11.5.” They, too, were too small until my friend finally got a size 12. And still, there was no word of connection between the associate and my friend.
Efficient: yes. Friendly: no.
Looking at a register right there in the department, my friend asked, “Can I just pay you here?” The associate said, “No, go to any register,” and was off again.
While his attitude was fine, this was not customer service. Yes, he got the shoes, and my friend purchased them, but that was it.
While there were Brannock foot-measuring devices scattered under the small benches in this beautiful store, I didn’t see one associate using them. On a busy Saturday, most shoppers trying on shoes received the same zero customer service. This is a big miss for such a big store.
There's no doubt the retail industry has seen extraordinary changes since I worked the floor two decades ago.
Yet one constant remains: You still need to realize the critical importance of great customer service if you want shoppers to return to you for their next purchase instead of going to their smartphones.
Now that every prospective customer can shop in the comfort of their own home - or anywhere else - it's imperative that brick-and-mortar retailers offer something e-commerce outlets can never match ...
Peerless, human-to-human customer service, from the beginning of the experience to the end.
A high standard, to be certain.
Reaching this level of customer service requires the participation of informed and motivated staff members. One key element of successful retail customer service training is identifying the core customer service skills your staff members need to succeed.
Teach these 7 essential retail customer service skills for highly successful employees
Any employee can be a stellar salesperson if they master just a few core skills. These simple techniques go a long way in building a positive, memorable customer experience, boosting your store’s reputation, and growing your repeat customer base.
1. Empathy for the customer experience
In today's hyper-connected, social media-driven world, everyone has access to a megaphone. One negative customer experience—even if it's the result of good-faith miscommunication—can damage your reputation.
This is why empathy for what the customer is experiencing is essential. As a retail employee, it's easy to get lost or consumed by the job demands. But you should always take pains to monitor how a shopper processes a situation.
If you're picking up signals that frustration is building - verbal or non-verbal - you should take action to remove any feelings of frustration. Often, a simple acknowledgment of someone's concerns - and a stated desire to help - is enough to ease customer frustration and tension.
What to teach? We've all been that frustrated customer at some point, so it shouldn't be hard to empathize.
2. A positive attitude
Did you know that emotions are contagious? Researchers have demonstrated that we have a tendency to involuntarily mimic the emotional reactions of those around us.
This will come as little surprise to teachers, who know that one misbehaving student can set the tone for a whole room. Yet it's also critically important to understand this happens in your retail store.
Your attitude is infectious, for better or worse. If customers are approached by a friendly, happy, and enthusiastic employee, the odds are that those qualities will be reciprocated, and the customer will leave the experience satisfied. Try to fake it and be phony; they’ll pick that up, too. Then you start blaming the customer for receiving bad customer service when it starts with your attitude.
What to teach? If you put out the negative, it will return to you, so find it in yourself to have a positive attitude.
3. An unflappable nature, even under duress
You don't have to have a dangerous job to exhibit grace under pressure. Anyone who has worked retail can tell you that a busy Saturday and every day during the holiday season can be challenging. Stores are exceedingly busy, inventory is often quickly depleted, and customers must deal with the added stress of large crowds.
All of those factors, if left unaddressed, can cause your customers’ shopping experience to suffer. Yet by displaying an unflappable nature and refusing to allow circumstances to dictate your attitude, you can help put customers at ease even during the busiest retail seasons.
What to teach? Commiserating with shoppers isn’t the answer, but presenting a positive attitude even when something goes wrong will go a long way.
4. An ability to show individual skills in a team context
In any retail endeavor, strong teamwork is a must. Yet you shouldn't lose sight of the importance of your individual qualities either. This is especially true in retail, where one-on-one service is the core of the customer experience.
Great retail associates find ways to shine individually without disrupting the team's harmony.
What to teach? Your retail sales process must be flexible enough for associates to add their own personalities so they feel genuine in their presentation skills.
5. The ability to prioritize customers
Sure, it might be tempting to disappear into the assigned task, whether folding clothes, doing inventory, or putting something away. Yet if you're too locked in, you will miss the opportunity to assist a customer who needs help and can't find any.
The ability to focus on what's important in any given moment and shift your priorities accordingly often makes the difference between losing a customer and keeping her for life.
What to teach? The shopper is always your most important priority in the store. Drop everything to make sure they are helped and not left hanging.
6. Insatiable curiosity
One of the best things about curiosity is that it sparks engagement and enthusiasm, which are critical in customer service. Great associates are irresistibly drawn toward learning about new products, ideas, and processes. They use what they've learned to improve their own processes and interactions.
This curiosity should also extend to your customers' needs. By cultivating a staff that exhibits this insatiable curiosity, you're one step closer to consistently delivering great service.
What to teach? Ask yourself, Why is this shopper in our store today, and what problem are they looking to solve, rather than just asking what product they want to purchase?
7. Improvisational thinking
Improvise, adapt, and overcome has long been an organizational mantra in the U.S. Marine Corps. Yet you don't need to be a soldier or a jazz musician to adopt an improvisational, problem-solving mindset.
Sometimes, you must be creative to help customers find exactly what they want. He might tell you he's looking for a sport coat, but his goal is to impress a date that evening. You show him the sport coat but also point out his raggedy shoes and show him a bow tie that has flair and will make him stand out. It all hinges on your ability to creatively help him see what she will see.
What to teach? Creative thinking and improvisation can help ensure that your customer's feelings - and the merchandise you're selling - are in alignment.
See also: 10 Easily Overlooked Customer Service Tips
Do retail customer service skills still matter?
Stellar customer service is the only thing you really have as a differentiator to win over today's always-on consumer. By emphasizing the customer care tips outlined above, you can ensure that your staff has the skills to delight customers and foster long-term relationships instead of leaving them alone.
