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Great
Service... The Fabbrini
Difference
Putting
the Customer First
by Kristin Young
Originally
published as, "The Road To Greatness: Going
the Extra Mile to Captivate Customers," in
the April 1998 issue of Floral Management: The
Floral Business Authority. Reprinted with permission.
Linda
was so disappointed when she saw the floral sympathy
arrangement at the funeral home. It didn't have
the full, "poofy" look she requested,
a look her mom just adored when she was alive.
"How could that florist do this to me?"
she muttered angrily to herself. A few days later,
she calls her florist to complain.
If
Linda were on the other end of your phone, how
would you handle the above situation? What would
you say?
A:
"Sorry, that's too bad. If you had called
earlier, we could have done something about it,"
or
B:
"What would you like us to do?"
 Choice
"B" may seem like a good enough answer
to most florists, but when this situation happened
to Jim, he passed on the above answers and went
one better by saying, "I'll credit you the
price of the arrangement. I'm sorry we disappointed
you. How can we make it up to you so you will
give us another chance." That's the difference
between good and great customer service -- and
that difference has garnered the Fabbrini's a
24 percent increase in their shop's total sales
last year. Here's how they make great service
work.
What
Is the Extra Mile?
There are 25 places to buy flowers within five
miles of Fabbrini's Flowers in Hoffman Estates,
Ill. Jim knew his second generation flower shop
needed an edge over their competition. They needed
a special hook that would draw in the customer,
one available only from their shop. The hook,
often overlooked by florists, is offering not
just good, but great customer service.
So
what's the difference between good and great customer
service? Savvy customers are looking for more
than just quality product and a great price. They
want memorable service. To get it, they are more
discerning about where they will shop.
 Take
a look at Nordstrom, a major department store
nationally renowned for its customer service.
There is nothing spectacular about its product
or prices when compared to similar stores. But
when it comes to customer service, it has the
other department stores beat. When you ask an
employee in men's clothing on the second floor
where the women's shoe department is, you will
not be told it's on the first floor. Instead,
the employee will escort you there, personally.
"It's those little extras that make the difference,"
Jim says. "You give your customers what they
don't expect."
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