A Sign of the Times

You can never predict who will come into your retail store. Home care products and services have no bounds. As our communities become more and more diverse, retail providers must become more knowledgeable about the customs of others.

Your customer relationships are diverse entities with a uniqueness often based upon culture and community. The new consumer finds it easier and easier to purchase products and services from most anywhere in the world.

New technology and globalization have expanded the marketplace for our products and reach out to customers far beyond our expectations. For providers selling products on their Web sites, it is always interesting to see who visits or buys.

Providing outstanding customer service will require a new mindset and a new awareness that we need to do all we can to make our customers more comfortable in our business environment. We will need to remind each other about the other cultures and the distinct differences in the way they do business. And we need to remember that people who do business in a way different than that to which we are accustomed are not wrong but simply work in a different manner.

Customers are usually very sensitive to what they see and hear. They are quick to notice those who understand their language and their customs. When you become sensitive to the multicultural customer, your service will display to that customer a feeling that you care about their business.

Quality service always has a base in the culture from where it is delivered. That may be where problems arise. In some countries, for example, it is offensive to touch a customer, and in others, people are uncomfortable shaking hands. Some are not offended by these customs but are unfamiliar with certain behaviors.

Remember that you want to start every relationship in the best possible way. The initial interaction with the customer is the most important one. Many retailers often turn customers away, beginning at the very the first moment they meet, believing that everyone wants to be greeted with a handshake. They forget that shaking hands is not the most popular form of greeting in the world!

In Japan, you will find both the customer and salesperson standing about four feet apart. The space may seem large to the American salesperson, but it is appropriate for doing business with the Japanese. Small differences like this can make all the difference in how your customer interprets the service you are providing.