Serving customers from the heart

If you’re running a business, it’s critical to understand the consumer psyche.

The starting point is to see yourself as a buyer – ‘How would I like to be treated when I go to buy something?’ If you walk into a store and feel unwelcome, you’ll possibly never return. On the other hand, if you are greeted by friendly and helpful store executives when you enter a store, you instantly feel satisfied and are willing to spend your well earned money there. Importantly, you’ll become a loyal customer. That’s why, for any business, it’s important to make your customers feel welcome and ensure they leave satisfied.

Never attempt to change a consumer purchase decision

A critical aspect of customer service is to ensure we neither oversell nor undersell. Consumers today are educated and aware. If they wish to purchase a product, they browse online, checking models, specifications, prices and so on. That’s why our training programmes teach our store executives to first meet the exact consumer requirement before going beyond.

Jacky Panjabi, co-founder & group managing director, Jacky’s Group of Companies