Let’s explore what makes your store an awesome experience for your customers.  For this discussion, I’d like to use restaurants as an example but the same theory applies to all businesses.

There is the obvious difference of type of food but, what really sets you apart from the rest?  What is it that you provide your customers that they appreciate and enjoy.  Do you provide them with a better atmosphere, friendlier staff, better service or something else?

It is important for you to be aware of what it is your customer appreciates about your establishment and make sure that you and your staff continue to provide that for them.  It is just as important that you be aware of what your customers do not like.  The better the experience for your customer, the better the chances are of him or her returning.  New customers are great but the repeat customer is the one that is going to “spread the word” and that’s organic.

Ok, maybe you are unsure of what your customers enjoy about coming to your store.  If this is true, then maybe it’s time for you to get in touch with your customers.  While what’s happening in the kitchen and in the office are very important, without your customer you have no business.  Following are a few things to consider when evaluating your customers experience.

• What is the feeling your customer gets when walking in the door?  The first impression is very important.  Do they understand immediately what they are supposed to do (be seated, wait to be seated, etc.)?

• When they are greeted are they made to feel welcome?  The initial contact could set the tone for their entire experience, good or bad.

• Does the staff try to make a connection with the customer?  If the customer feels the waiter or waitress is enjoying working with them, the customer will have a better experience.  It will also be more enjoyable for the staff.

• Is the amount of attention paid to the customer the right amount?  This may vary by customer but it is important that the staff be intuitive enough to determine if their customers need more or less attention.

• When leaving, was the customer asked how their experience was, thanked for coming and invited to return?  The experience must be consistent from the time they walk in the door to the time they leave.

Well, I think you get the idea.  Again, while I used a restaurant as my example, this applies to all businesses.  No matter what your business is, you have a customer.

Please feel free to share your thoughts on this post and if I can clarify anything I have said, don’t hesitate to contact me.

This is a touchy subject and one that may be better left alone, but. . .  I read an article last night about the mayor of Bloomington, Indiana trying to prevent chain stores from setting up shop on the square or near the campus of IU.

The Mayor’s point was that in order to keep the “feel” of the city, large chain stores should be kept out of those two areas.  The square and edge of campus have a small town feel, quaint and with character.

There are many small independent businesses in those areas that depend on the students for their livelihood.  So much so, that their struggle is making it through the summer and the month of December when the majority of the students are gone.  Other areas of the city do not seem to be as affected by the student population and there are many chain stores in those areas.

As I mentioned, this is a touchy subject.  The article I was reading was online and there were many comments for and against this restriction.  Both sides were very passionate about their point of view on this.  I can appreciate what both sides are feeling.  The organic business strategist in me says “sure, let them build where they want to.” The side of me that enjoys the small town feel says “no, don’t let them in those areas, it will change the feel of the city.”  I am glad I am not a city planner because making those decisions would be difficult.

What I don’t understand is why a chain store would want to be in those areas of town.  It seems to me that if the small independent businesses struggle through the summer months to survive, doesn’t it make sense that the chain stores in the same location would suffer the same?  In fact, the chain store would have a much more difficult time surviving due to much higher overhead.  A small independent store has the advantage during the slow months, of being able to run with just the owner and a small staff.

It does seem, however, that the chain store would add synergy to the area by attracting more customers.   As a result, the smaller stores would get more business.  It is my understanding, however, that the general population of Bloomington does not go to these areas because there is not enough parking.  If the city council needs to “flex their muscle”, maybe they should require that the large chain store create parking that would be shared by the community.  Handling the situation in this manner would be a win win situation.

What are your thoughts?