The Customer is always right?

By Frank Ryan

Tacoma WA

As a kid new to the Seattle scene and one who had never worked for a corporation before the education given me was a big step in my successful career in business and industry in the years that were to follow.  Walk with me through the early days of my career and see if any of the adventures resonate and if you could employ some of the yardsticks of success that we used in the 60’s to build a successful brick and mortar retail business complex.

“Hello!” the cheery personnel receptionist said as I walked toward her.  “How can we help you today Mr. Ryan? “

“I am ready to go to work now, so where do you want me to start? “ I replied.

“I am sorry but we are still not hiring. “ Things are still tough out there and we don’t have any word from upper management to hire any new people yet.” She said in a friendly but serious tone.

“That is great but I just want you to know that I am going to be hired today!  So who do I talk with? I replied.  She looked with amazement at my brash answer and replied, “Just a minute and I will see if Mr. Urich will see you Mr. Ryan

In a few minutes I was ushered in and a few qualifying questions were asked.  It was determined that I could start the following Monday as a part-time sales person at $1.45 per hour.  Within two months I was a full time permanent employee and with in another 4 months I was elevated to position of senior sales clerk or “Blue Pencil” to authorize checks etc on the selling floor.   It was necessary to keep a solid “selling cost per hour of $20. to keep your job.

I always exceeded that from the first week and broke records for my floor and department in time to come. 

Later I went on to the Executive Training Program and learned Retail Management, buying, routing, advertising, employee management and law, and general merchandising and sales techniques.  One of the key elements of our success was the business plan originated by Rex Allison, and Larry Lean for the Allied Stores Company of retail department stores that included Jordan Marsh on the East Coast, and others.

We Won’t be Undersold!

This was an absolute law and cornerstone of our marketing, branding and customer relations policy.  “We absolutely guarantee that every customer that makes a purchase from us is happy without exception.  That means if we sell them a $4500.00 carpet for their home and 3 months later they don’t like it and want a new carpet or refund we will give it to them without question.  If they want they can pick out a new color and we will install it free of charge to replace the old carpet.  If they purchase a man’s shirt, hairdo in the salon, a meal in the Cascade Room or anything in any department we will replace it without question or give them a full credit or money back.” Rex Allison who was the CEO and President of Allied Stores carefully stated in one of the executive training sessions I attended. 

Later on I was to find out that we lived up to our creed.  One of the more unusual customers I had return merchandise was the lady who had five young boys. She bought Interwoven ribbed cotton sox that had a 5 year wear guarantee.  

“Mr. Ryan I would like to return these sox.” The forty- something house wife remarked. “I have another 2 dozen of the 5-year guarantee sox that didn’t make it, and I am again holding you to your promise!

“Mrs. Smith we will be very happy to exchange those for new.  Just give me a couple minutes to get new crew stripe sox for you.  Do you want the same red, blue and green stripes?  I queried.  

“Yes.” She replied.  And by the way I will need to buy a couple Levis 501s for my boys while I am here.  

We concluded the exchange and she purchased the new Levi Jeans and she was happy and on her way.  The same woman was in our store 7 times while I worked in the department over the years to exchange the crew sox.  She was the only one who kept track and kept receipts in all the thousands of customers that I sold the 5 year guarantee sox.  The unconditional customer satisfaction guarantee was a blazing success, and helped build one of the most successful and profitable store chains of the 60s and onward to the 80’s.  The customer was always right, and we guaranteed it! 

Can you answer me this?

Is your company guarantee one that absolutely guarantees client or customer satisfaction and do you cheerfully refund or replace items or service without question to your clients?  If you did would it beat your competition? 

Most companies, stores, online sellers and business folk’s talk about customer satisfaction today, and then when a client has a problem or wants to return or exchange there are often problems, forms to fill out, roadblocks and obstructions in the way. 

I recommend that you make sure you have an advertised policy that “The customer is always right.” and “We won’t be undersold.”

Or if price point is an issue you could guarantee the absolute best personal service and put a solid point by point plan in place to insure it. Slogans like “Our customer is royalty.”

Expressions like, “Your Loyalty means you are Royalty at (our firm).

For example, your independent gas station in Washington State could charge a couple cents a gallon more and give concierge service and pump gas for seniors and special needs folks and do a land office business.  Advertise “We keep it clean and pump the gas” Just ask!

Once again make sure you keep loyal customer base.  It is much more expensive to get clients back when they have left, than to let them know you really appreciate their loyalty and business.  Let them know you need them and that they are helping you support your charities and community