Issue link: https://viewer.e-digitaledition.com/i/1486062
FROM THE PUBLISHER Every customer walking into your store has a different need, a different set of priorities, and a different expectation. Engaging with a smile and "what brought you into our store today," can quickly give you a clear path for exceeding your customers' expectations. Photo: Frank James A t Footwear Insight, we believe in the foundation and success of the independent specialty brick-and- mortar stores and the brands that serve them. We've been honoring the best of the best independent retailers with the Gold Medal Service Awards for outstanding customer service since 2015. Customer service. It is what differentiates the sit-and-fit retailers from all the others. e curated assortment. e consultative and attentive sales associates. Each year, we send out our secret shoppers. e Gold Medal Service Awards is an annual report card for you and your staff. It reflects the experience of one customer with one sales associate shopping in your store on one day. It is no easy task. Exceeding customer service expectations is what sets you apart. Aer all of the challenges of the past few years, this year's shop resulted in our largest number of Gold Medal Service Award winners yet. We also had 36 stores scoring 90 and higher, 25% more than last year. Congratulations to all of the retailers who make outstanding customer service their #1 priority. e criteria to rate the shopping experience was developed in collaboration with retailers. We update it as needed each year, based on your feedback. Our first two criteria, how promptly are you greeted and are you greeted with a smile, sets the stage. And it does. Did the sales associate ask to measure your feet—and just as important— check for proper fit? It's what your customers (and our secret shoppers) expect. Reflecting on a recent presentation from Jim Knight, "Customers don't need you. ey choose you. ey want you. And they will talk about you." at's why every day, the goal of every conversation and every transaction should be a great experience. See Jim's column "Rock Stars Create Unique Experiences" on page 44. Alan Mi k lofsky, w ho help e d de velop the original criteria that we use points out "Experiencing poor, or inconsistent customer service, can be as memorable for consumers as good customer service." See Alan's column on page 24. Every customer walking into your store has a different need, a different set of priorities, and a different expectation. Engaging with a smile and "what brought you into our store today," can quickly give you a clear path for exceeding your customer's expectations. Which leads into this year's top scoring retailer Beck's Shoes and 6 other retailers who scored 100 or more: Wesley's Shoes, A Proper Fit, Esmond's Shoes, e Shoe Market, Mar-Lou Shoes and Reyers Shoe Store. See the entire list on page 42. And a shout out and a tremendous thank you to Alegria, Propét and Xelero, our 2022 Gold Medal Service Award brand sponsors, who believe as we do in the continued success of brick-and-mortar independent retailers. With that in mind, we applaud all of the independent footwear retailers both on our list as well as those who continue to strive to offer the best customer service. We wish you the best of health and continued success for the upcoming holiday season. If you would like to nominate your store for next year's secret shop, please send an email to jnott@formula4media.com It all starts with a smile. 4 • Footwear Insight ~ November/December 2022 footwearinsight.com