Every company, no matter how big, gives a preferential service to customers. Some of the better-run companies give preferential service to their good customers. Almost all give a preferential service to their most difficult customers.
Who hasn't stood behind the counter while a customer fires a barrage of criticism about why your jewellery shouldn't be the price it is, how they can get it cheaper elsewhere, and why you should be giving them a discount - even after you have wrapped it and are just about to swipe their credit card - certain in their thinking that they are still paying too much?
You've probably even succumbed and given them that discount too. And then your next customer is sweet as pie, makes up their mind quickly, pays full price for the item and even thanks you for helping them. Who wants the first customer when there are plenty of the second customers out there?
And what are you doing encouraging the difficult ones by discounting, especially when they are never going to be happy about it anyway?
Things differ slightly with repairs and remakes. The customer will create an impression upon asking you to perform the work: they may complain about the price, or how long it will take; they may ask if they can watch the work be completed so you don't swap their stones, or even ask you to weigh the item before and after so you don't take shavings.
These are the difficult customers, the ones pressuring you for preferential treatment. Yes, they provide business but do you actually want it? What happens if something goes wrong with the work you do?
Okay, I admit it - not every customer is satisfied with the service we provide. We do a pretty good job most of the time, but there are exceptions. Dissatisfied customers can be broken down into three broad groups: customers who have been mistreated; customers whose expectations were higher than what was agreed upon; and customers who are simply never happy, no matter what you do.
If you replace a diamond in a multi-stone ring, for example, a content customer walks away with no more trouble; however, the customer who feels mistreated will complain about the time it took, the customer whose expectations exceed the service will complain that you didn't give her a free jewellery cleaning kit as a bonus, and the customer who is never happy will decide she doesn't like the repair work and request a brand new ring!
Those customers will do one of two things: complain and possibly never come back, or just never come back - and in both cases they'll probably smear your business to their friends.
There is not a lot you can do about the customer who doesn't complain buyt "votes with her feet" and never comes back.You could consider follow-up calls on work you have completed to identify these people but, for the most part, they're gone.
There is, however, still a lot of room to move with those who do complain: you may take responsibility for the entire piece and fix any problems free of charge; you may take responsibility of only the work you performed and fix that free of charge, charging for anything else; you may choose to blame the customer and try to charge them again for the work.
If your policy is the latter, the jewellery trade - or any personal service trade - is not for you. But if your policy is to fix the work you performed free of charge, then go one step further and consider the customer. If they are a customer you want to keep, consider going above and beyond.
So where does that leave you? You have probably lost a little revenue on the repairs from the difficult customers but you will have happier staff - they're not fighting with customers - and you'll be happier yourself - you're not fighting with staff because they're fighting with customers.
Also, you've probably regained plenty of time as you are handling customers more efficiently and without time-consuming altercations.
Try reinvesting this time and goodwill into your good customers: write them a (handwritten) note suggesting a matching piece for their next special occasion; organise a VIP night; pre-buy them some good wine or chocolates; or, consult with your staff on how you can improve the whole jewellery experience for them.
The good customers will look after you in return, and you will wonder why you didn't spend more time on them in the first place.
As for the difficult customers? Let 'em walk.
Name: Chris Holdsworth
Business: Holdsworth Bros. Jewellers
Position: Owner
Qualifications: FGAA, Dip DT, FGA, NCJV
Years in the Industry: 20