There is nothing I like more than a little retail therapy. Like many however, I often make mistakes. I am notorious for not returning things because I lose receipts or I forget and the deadline has lapsed. Recently however, I got organised and took 2 items back to 2 different shops, both independent retailers.

Sadly the customer service I received was not even lukewarm. I would go so far as to say I even got a sneer. I know it is disappointing for stores when merchandise returns, having to give back those pennies but seriously guys, learn to hide that disappointment! But don’t, as in the case of these 2 local retailers, hide it behind a thin veil of loathing.

If retailers and their staff change their mindset returns can be seen as a great big opportunity. If you want to succeed in winning the hearts and mind of your customers, greet a return with the same delight as you would a sale.

The customer is back in the shop; show them that you are not fickle with your service. When you ask the customer the reason for return, do so with genuine interest. This will help you serve them better. Put yourself in their shoes.

The fact they returning the item will probably have been a disappointment for them. Think about times when you have had to return products. Perhaps they loved a piece of clothing but it didn’t fit them, suit them or match another item. The picture for the wall didn’t suit the room or over-powered it. The present they chose thinking the recipient would love it, was greeted with ‘oh I already have one’. In each case they will be disappointed.

Of course a customer may not share all this with you but believe that somewhere within this return there is an air of disappointment on the customer’s behalf. Empathise with that customer and try, as a friend might, to soothe the disappointment. Perhaps there are other products, styles, sizes that would better meet their needs? If not, do you have another suggestion, perhaps you have seen something suitable elsewhere. Remember to make this interaction about them not about the chance for quick sale. Done well it will lead to more sales, if not today at some point in the future.

Do not forget if returning items to you is easy and comfortable, people will buy more from you. They buy more because they feel safe in the knowledge it can be returned with ease. The net result is almost always a gain.

What we should always try to do as retailers is put the customer first. This ensures they return. When they return to ask for a refund it is another opportunity to serve them, to ensure they keep returning time and time again. Don’t sneer; seize the chance the delight the customer once more.

Halfords – shame on you.

I visited my local Halfords recently and witnessed the most appalling example of customer service I have ever seen. The incident upset me so much I wrote to Halfords on the customer’s behalf. I don’t know the man concerned but I do wish I had taken the opportunity to let him know I for 1 agreed with him.

The service in question was tantamount to bullying. One older gentleman returning to the store because he did not receive a free tool kit with a battery he had purchased the day before. I don’t know if he had this right, I only know that the behaviour of the 2 assistants involved was utterly reprehensible. Talking with their backs to him while they signed on tills and served others they told him if he continued to talk to them ‘in this manner’ they wouldn’t serve him at all. This man was calm; he spoke in a soft voice with the air of a retired professional. The female middle aged assistants were disrespectful, loud and rude. At one point the gentleman calmly stated that he ‘would not be treated like this’ as a queue of customers looked on. It was uncomfortable for everyone. It still makes me angry and sad when I think about it. When the sales assistant said loudly he ‘would give himself a heart attack’ looking to the queue for support I can at least say report that no-one agreed.

The response I received from Halfords was a standard customer service letter. I was told how important customer service is to the company, that the manager is responsible for the service and that area managers also get to see the complaints. I was disappointed my complaint had not been read properly, the reply assumed I was the customer who had received the service. I am further disappointed that 1 week on there has been no further follow up from the manager.

Why am I sharing this with you? Firstly for the same reason I have told all my friends and family about it – it was absolutely shocking and Halfords need to do better. Halfords need to speak to their staff and make sure a customer is never treated in this way again. I can only make my point with my feet and I for 1 will not be shopping there again. I have said it before and I will say it again ‘Treat me poorly once, shame on you. Treat me poorly twice shame on me.’ I am sure Halfords have lost the gentleman’s custom and they have certainly lost mine; how many others in the queue feel the same?

Secondly, all this could easily have been averted. I don’t know how much the toolkit was worth but it certainly wasn’t worth all this bad feeling.  Even if this gentleman did misunderstand the offer, give him the very best service, make this man’s day and give him the toolkit anyway. What a customer service coup that would have been.

Thirdly, there is a lesson in here for all of us. We should treat people how we would want to be treated. This drama reminded me starkly of that. We must also never forget that customers gift us with their custom. It is our job to serve them and to serve them well if we want them to return.

And finally I learnt over 20 years ago that however good a retailer is, sometimes things go wrong. That’s life. What is important is how you deal with each situation, how you put it right. This is where customer service reputations can be won and lost. Halfords squandered this opportunity and lost, make sure you, your team and your customer come out winning.