We get it!

Bill McCurry

Your customer defines “service.” One place practices customer service at an outstanding level. These retailers watched and listened, then adjusted their attitudes to show they understand their customers. 

Retailers routinely complain about customers talking on their phones while paying. At Newark Airport’s Terminal C, retailers empathize. Flyers are rushed and need to get things done before boarding. Retailers adjusted their business model to encourage folks to shop while on the phone. Multi-taskers are welcome to shop!

After spotting the sign pictured here, I looked around and saw 48% of people were on the phone—almost half of those walking by me.

By taking the traditional retailer approach—“Turn off your phone when at the register!”—airport merchants would cut their potential market in half.

Don’t oversimplify this. It’s more than doubling or reducing your market. You’re telling customers you feel their pain. You understand what they’re going through. I’ve shown the sign to flyers who unanimously agreed, “These retailers understand what it’s like to travel.” None of these travelers mentioned shops were overpriced—the normal comment about airport shopping. People just said, “They get it.” Customers want to be understood.

What customer needs can you identify and address so you’ll hear your customers say, “You get it!” GP

---

Have a question for Bill? Contact him at wmccurry@mccurryassoc.com or (609) 688-1169.