Footwear Insight

4 • Footwear Insight ~ November/December 2024 footwearinsight.com W e congratulate all of our 2024 Gold Medal Service Award Winners, our tenth annual recognition of the footwear retailers offering the best sit-and-fit customer service experience. It's the second year in a row that we've had more than one store with the top score. I've had many conversations with retailers over the years to review and comment on our secret shop criteria. As part of that process, I either shopped or accompanied a shopper on a few of the "mystery shops" to make sure our criteria captures the true spirit of outstanding customer service. Customer service is first about the interaction of a store's associates, but it also considers the operational, displays and retail atmosphere that are so important in the overall customer service experience. And yes, you've heard it before… first impressions do mean a lot. It's why our rating criteria begins by asking "how promptly were you greeted?" And more specifically, are you greeted with a smile? What a difference that makes. I visited a few stores this Fall, and while they each greeted me within thirty seconds, the lack of smiles from two made the greeting feel, well, forced. I had one experience where I walked through the store's selection passing the store associate by a display table. I looked at him, and he looked at me, but he did not move or say a word. In fact, he yawned, and then (I kid you not) he started humming, loud enough for me and others to hear. At another store, when I did not like the fit of the shoes I had just tried on, I had to ask the sales associate what other shoes he might suggest? He looked at me and gestured with his hand to say, "look at the wall" without uttering a word. Aer I selected a style to try on, he handed me the shoes, then le the fitting stool and walked over to talk with the other store sales associates. He le me sitting there, alone. At another store (I was with a shopper), the sales associate just happened to be out on the sidewalk, greeted us as we entered the store together, and promptly asked all the right questions. He said, "take a seat" introduced himself and quickly asked our shopper to remove her shoes. He measured her feet and asked her to walk about 10 steps in front and back to see her movement. He asked, "What type of shoe are you looking for?" He went on to look at the shoes she was wearing, inspected her insoles and said, "I'm going to make you feel more comfortable." He proceeded to bring over pads explaining what each pad would do to counteract the problems he saw by the pressure point marks we could all see on her insoles. How these carefully placed pads can make world of difference and why their placement was so critical. is was before we talked about the new shoes she came in to buy. Aer trying on the new shoes, which were checked for proper fit, she was happy. Really happy. So, I looked at him and enthusiastically said, "My turn!" To which he said with a smile, "Please sit here sir, and take off your shoes." He then measured my feet and watched me walk for a few steps. Looking at my shoes, which were flat, he then told me, "I'm going to make your shoes more comfortable." Loved that. He came back with insoles. But it was his recommended placement that caught my attention, as he placed it under my existing insole. He went on to say, I know this will work because this is what I have in my shoes. He pulled off his shoes and showed me the same insoles. Trust but verify, right? is of course led to additional purchase of shoes along with the insoles. But it was the comment from our secret shopper that had me nodding my head… "I can't wait to tell my friends about this store, and in particular, this sales associate." Outstanding customer service. It's your secret sauce. Jeff Nott Publisher OUTSTANDING CUSTOMER SERVICE. YOUR SECRET SAUCE. LETTER FROM THE PUBLISHER C M Y CM MY CY CMY K

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