The Importance of Share-worthy Customer Service: Learning from Trader Joe’s
“All that they do is dedicated to creating a WOW experience for our customers.” This may not be the typical opening line for a cashier’s job description in a seemingly commodity business like a grocery store chain. But for Trader Joe’s, a positive customer experience is at the heart of everything they do. From its customer service and unique products that are reasonably priced to an in-store experience that exudes “fun” in every aisle to a commitment to helping the local communities that they are part of, Trader Joe’s puts the customer first.
As a frequent Trader Joe’s shopper, I can recount numerous experiences at my local store that keep me coming back. But a recent incident crystalized this customer-centric strategy.
I was waiting to check out at my local Trader Joe’s (lines are never longer than 3-5 people, so “waiting in line” is not something to be dreaded), talking to the person in the next line over. A man cut in front of me and put his stuff down on the counter. When I commented that actually, I was next in line, his reply was, “well, I’m not a mind reader.” Further discussion about how given that fact, it might have been a good idea to have used his words to ask if I were in line led nowhere, so, in spite of my frustration, I stood aside and the store crew member (cashier) rang him through and got him out the store.
The crew member then rang my items through, bagged them for me, and handed me a large bouquet of flowers that had quietly appeared at his counter during this process. He acknowledged that I was totally in the right, and thanked me for not making a fuss. I came home elated and ready to tell everyone I met about my flowers and how great I thought the crew member – and store – was.
There’s something to be learned here for just about any business. Clearly, training the front-line staff and giving them the authority to make such decisions (the flower transaction happened so smoothly that I hadn’t even noticed my crew member signaling to a co-worker to grab the flowers while he continued with my purchase) is the most obvious example of a customer-focused strategy.
But this can’t happen unless the philosophy is carried through in each component of the sales process. To keep customers coming back, Trader Joe’s has a no-questions-asked return policy and a weekly bring your own bag contest. In fact, I won the prize one week – and you can be sure I shared (Facebook!) my excitement. I’ve never received so many comments on a Facebook post from my friends. The Fearless Flyer, a monthly specials promotion that is more magazine than store circular, and in-store signage help guide the Trader Joe’s “newbie”. And the spirit of adventure – the introduction and discovery of new products, changing displays and store layouts – elevates the shopping experience for all customers.
As Glen Llopis described in his Forbes article, Why Trader Joe’s Stands Out From All the Rest in the Grocery Business:
It is apparent that Trader Joe’s carefully addresses their diverse consumer needs in their research & development efforts: from product quality, product origin, packaging to the subtle attention to detail that cater to the cultural nuances of this consumer. Trader Joe’s knows these consumer groups are loyal and incredibly viral within their own communities… Trader Joe’s has mastered their business model, but they are never satisfied. In fact, they are always looking for new ways to push new ideas as they feel a deep sense of responsibility to satisfy their consumers… Trader Joe’s is diligent about maintaining the standards of their cultural promise.
Have you encountered “share-worthy” customer service recently? Does your business provide “share-worthy” customer service? We’d like to hear your story!
Sales Renewal’s insight:
“All that they do is dedicated to creating a WOW experience for our customers.” This may not be the typical opening line for a cashier’s job description in a seemingly commodity business like a grocery store chain. But for Trader Joe’s, a positive customer experience is at the heart of everything they do. From its customer service and unique products that are reasonably priced to an in-store experience that exudes “fun” in every aisle to a commitment to helping the local communities that they are part of, Trader Joe’s puts the customer first.
