“I’m never shopping here again!”
You’ve no doubt witnessed an unhappy customer say this out loud in a produce department. Perhaps that someone only shook their heads in disgust or disapproval. Perhaps that someone was once even you.
Customers come in all types. However, they all arrive expecting a wide selection of produce, at a high level of quality, at affordable prices. Their expectations extend beyond produce to how the manager or clerk treated them, and what kind of service level they received. Any part of a customer’s shopping experience can build upon, or detract from their perception — and, ultimately, the success of your store.
One thing is certain: You can’t afford to lose customers, especially if they’re already shopping in your store and you have the opportunity to correct a complaint. In fact, in our social media environment the stakes are even higher. Jeff Bezos, U.S. founder and CEO of Amazon.com once said, “If someone thinks they are being mistreated by us, they won’t tell five people, they’ll tell 5,000.”
The Vocal Customer Complaint
This is the customer you get called to the manager’s podium to meet. Holding a dripping wet bag with an undistinguishable produce item within, the customer lets you know in no uncertain terms just how much your produce department has, once again, spoiled a dinner, a recipe, a party. They are there to physically stuff the spoiled or otherwise unusable produce item in your face. What can you say?
First, accept responsibility and sincerely apologize. “I’m terribly sorry this happened.” In this manner you aren’t personally apologizing, but rather apologizing for something that didn’t work out. An initial apology goes a long way to diffusing what could otherwise spark a heated exchange.
Next, acknowledge the problem. “I can certainly understand your frustration, this is not the quality level that we intend to leave our store.” Perhaps a purchased watermelon was under-ripe, or some pricey berries had started to decay. Perhaps you know in your heart that there’s no chance that this could have occurred. No matter. By acknowledging the issue and expressing understanding how this affected the customer, this will also go a long way to de-escalating what could easily drive a customer away.
Finally, assure the customer that you’re going to make it right. “Would you like a refund, or better still, let me select and cut a watermelon (or pineapple, or cabbage…you get it) for you!” Take care not to examine the returned item too closely. To do so may indicate that you’re questioning their judgement. Depending on your chain or store’s return or refund policy, immediately take action with a replacement or refund. Finish off by again apologizing for the inconvenience and assure them you’ll do everything in the future to avoid the same problem happening again. Chances are, your customer will be pleasantly surprised (after all, how many retailers do you know do exactly the opposite?). The vocal customer will feel empowered, and ultimately, you’ll make a friend and retain the customer’s business. Some managers may even take it a step further, by offering a business card with their name and number, in case there’s ever any other problems or questions. Even better, consider offering a token store credit above and beyond the value of the returned item, if possible.
The Passive, yet Overheard Complaint
Overheard from a shopping couple while a clerk is nearby, stocking produce: “I wouldn’t mind getting some cantaloupe, but the last one I bought was mushy inside.” If you ever overhear this kind of complaint, it’s a golden opportunity to make amends.
So speak up.
“Excuse me, ma’am. I couldn’t help but overhear that you bought a cantaloupe that wasn’t up to par. I’d like to offer to select a fresh one for you at no charge, or I can write a refund. We want you to be happy with our produce, after all.” Such a simple gesture, yet this can work wonders. By empowering your clerks to be able to offer this, you will build business at very little expense. The customer will often say something like, “Oh no, I didn’t mean for you to hear…” Or, “It was probably my fault, I kept it in the refrigerator too long…” By taking the initiative and following through with a replacement or refund, you’re sure to instill a friendly reminder to your customer that your store is committed to high quality produce, and to customer satisfaction.
The Subtle, Observed Dissatisfied Customer
Ever see a customer snap open a bag over a corn display, only to further see them place the bag down and walk away? So many times a disgruntled customer, albeit a quiet one, gives themselves away with distinct body language: The dropped bag, the wrinkled nose after a test sniff, the shaking of head or audible, heavy sigh. You can tell they aren’t happy. And there’s probably much more of the non-vocal unhappy customers than all the others, for they ‘vote with their feet,’ so to say, and end up shopping elsewhere.
So do something about it.
You might suggest, “I can see you need some corn. Don’t go away, I’ll bring out a fresh case right away!” Or otherwise acknowledge what you already sense. “I’m so sorry, our produce load arrived late today and we’re working to catch up. Let me hustle out some nice bananas for you, I’ll just be a minute!” Whether it’s for out-of-stocks, or a possible quality issue, keep an eye on your customers. If they are leaving your department without buying anything, something’s amiss.
Replacing produce items or providing refunds for returned produce for existing customers is a minimal expense compared to what it costs to attract new customers. L.L. Bean (the outdoor clothing retailer) once said, “Above all, we wish to avoid having a dissatisfied customer. We consider our customers a part of our organization, and we want them to feel free to make any criticism they see fit in regard to our merchandise or service.”
Obviously, the best practice is to minimize complaints in the first place. Strive to be prepared in all circumstances by offering a well-merchandised and well-stocked, culled, signed, clean produce department. Remind your clerks to greet or otherwise acknowledge customers, be friendly and helpful.
After all, your sales, your shrink, your gross profit, your very survival may all be on the line.