An Industry Interview with Barry Nicolaou
By Sasha Strebe, Fashion Exposed
1. The retail industry has changed over the past 5-10 years and so too has the consumer, but while technology has improved, many lament the lack of customer service in Australia? Why do you think this has happened?
We sometimes forget we’re human beings who are often requiring human interaction. Technology is a great tool, but it is useless at forming real human bonds. As retail service staff, the one attribute we must possess is having the ability to form trusting human bonds/relationships in a very short space of time. This comes down to personality, but ultimately, it’s a sense of a person’s genuinely caring behaviour in terms of wanting the best for the person in front of them that secures that trust and a consequent sale.
2. What are some of the biggest changes in customer service?
Some of us are losing the ability to care for one another. Customer Service is the ability to meld a core belief of caring for people together with the product you’re selling. Technology has been at the forefront of the change, because we have all become a little too in-tune with an “I” generation. There has been a definite lack of genuine care in service scenarios across the retail industry. As many large organisations chase figures, store managers feel the pressure and come across as sales- oriented rather than service-oriented. How do we change this? Inspiring people to believe in caring for one another by forming personal relationships with staff and customers—to believe in something greater than ourselves.
3. How can retailers appeal to the 'new consumer’? What changes do they need to make to their current customer service model?
This may sound strange, but we all need an injection of humanity and to enhance the relationship-building qualities that make us a pleasure to be around. I’ve called it the C Factor (C = CARE). Retail staff who successfully engage customers from a CARE or welfare point of view have a much higher probability of converting many potential customers to, in-the-moment, real-time customers. Staff who follow a script or who don’t have a genuine “in the belly” desire and belief that the retail exchange is much more than a black and white traction, often come across transparently as being only sales-focused.
4. Do traditional in-store customer service rules still apply? If yes, which ones? If no, why not?
Absolutely. As human beings, we crave human interaction. The good stores recognise this and build an experience around their customer. The areas still paramount are: 1. Serve your customer with sincerity and care; 2. Instill unparalleled Product Knowledge in staff; and 3. Be flexible and fair in return/exchange situations.
5. Why is product knowledge key to converting sales on the floor? And to what extent should retail employees know their product?
Product knowledge combined with personality and a sincere desire to please is king in converting sales. You can be the most friendly service person, and have a quirky, likeable personality, but if someone asks how a shoe is waterproof, you must know the answer. Also, keep in mind the Internet is making almost everyone an authority on product. As service people, we must do one better and know every aspect of our product—this comes from training, but it also stems from a desire to know more about the product than anyone else.
6. What are some practical examples of ways retailers can improve sales and build better customer relationships?
The culture of your business is everything. If you are at a place where staff want to work, you will automatically be a place customers will want to visit. Displaying practical signs of gratitude to staff that go over and above the status quo is also an overlooked area of customer service. Praise your people and let them know they’re a valued part of the team.
7. What is a UVP? And how does this help businesses in their approach to customer service?
It's the Unique Value Proposition of a business. As service people, we should all know what makes our brand special, what makes us different, and then be able to communicate that to the customer in an exciting manner. Most of us don’t know what makes us special as people, and this is as important as knowing what makes your brand different. What makes us personally different to the person next to us? What makes your strength a positive for where you work? How can knowing this affect a possible sale outcome? Then, it’s all about translating this into your service offer.