When nobody knows your name

In the last few month's I have seen two Ranger pubs close down in the Y&E/Davisville 'hoods - Mad Monty's and Bow & Arrow. Also gone in the area are restaurants Cyprus (Greek), Vittorio's (Italian) and Chakra (Indian). I have also noticed that the local cheese shop - Alex on Cheese - who is known for carrying not only a great selection of fromage but also great local bread like Rahier, is moving...

There are many more I can list, but it is depressing me.

One similarity to all these stores and other local stores was that they offered great customer service. They know your name, sometimes your children's names, your likes, dislikes etc.

So where does one go to shop/hang locally? The Keg and Loblaws just don't cut it. They just don't offer that one-on-one personal neighbourhood feeling...or can they?

More than ever, companies, particularily the large ones, are taking a cue from what many small businesses are know for - focusing on customer service / customer experience. As most marketers know, it is more expensive to aquire a new customer than to keep an existing one. Strategies around retention and loyalty are more important than ever. Strategies and tactics that bring big brands down to the local, individual level.

This is no easy feat. Big companies, particularily retail, are know for high turnover and large workforces. How can a big company (and small ones too) provide service where...you truly know your customer?

1. Collect information. Whether it is online or at the check out desk - take notes and keep track of what they are buying. This helps any new sales force sell more or just refer goods that the customer is more likely to purchase.
2. Try to get your workforce to work the same days of the week and the same hours if possible. Many people remember the day and time they went into a store and got service. If they know "Jim" could help, they are more likely to come back when they know he is around.
3. Focus on listening. The more you listen and talk with a customer to get to know their needs, you can make a better decision on what product to refer. Heck, there is nothing worse than going into a clothing store looking for an evening dress and all the store does it try to sell you jeans.