Retail Observer

RETAILOBSERVER.COM NOVEMBER 2023 38 A genuine smile can change everything for the customer, for your colleagues, and for yourself. It's so critical, and so powerful for providing superior customer service, that I've developed a new training program called "Smile: A First Impression Can Change Everything." The program will be released this month and will be available in many languages, including Spanish. Why is a smile so important? Because it fosters a positive attitude and makes a good first impression. It sets the stage for everything that follows – and it costs nothing. A smile invites people in – it says, "I like you. I care about you as a person. I value you. I care about your needs. I'm ready to help." A smile helps you project a positive outlook and a contagious attitude. When you have a positive attitude, your customers feel more valued, heard, understood, and supported in whatever they need. They are much more likely to interact with you and your organization again, and they are likely to share their positive experiences with others, which will increase your customer base, with an increase in sales and profits. A smile is not only good for business, it's good for your health. There's growing medical evidence that a positive attitude helps you live a happier life and live longer. Smiling can make you feel better both physically and emotionally. Research shows that a smile can send a signal to your brain to release endorphins, "feel-good hormones" that lift your mood and help you relax. How you look and carry yourself reflects your internal attitude. Keep your head up, shoulders back, and hands comfortably at your sides. Combine that with a genuine, open smile and you'll project self- confidence and a willingness to help your customer. The customer's first impression of the company is you; make it a good one. How you look is every bit as critical as what you say. When greeting a customer, smile, extend a warm greeting, and be willing to help, but don't push. What you say in the first few seconds will set the tone for the customer's experience. When completing an interaction, do it with a smile, positivity, and information. You might say, "If there's anything else you need, please don't hesitate to let me know." Smiles are also important when you're dealing with customers digitally. That means looking directly at the camera and smiling when you interact with a customer via FaceTime or Zoom. It means learning to put a smile in your voice while dealing with a customer over the phone. When texting a customer, choose your words carefully to avoid misunderstandings. It's a good idea to read aloud what you write before sending it to ensure that it truly says what you want. A genuine and sincere smile, combined with the right words and actions, can also help calm irate customers. Be attentive, apologize for the situation, empathize with the customer's issue, and provide calm, informative feedback. A genuine smile and the right words and actions can help to calm a difficult situation. It's important for managers and executives to recognize the importance of smiles, and to instill them in the culture. They can start by setting a good example: by smiling at each other, the employees, and the customers. Whenever you see a customer, even if that customer is ten feet away, make eye contact and smile. Remember, how you look and carry yourself reflects your attitude. A smile sets a chain reaction in motion that will impact everything you do, personally and professionally. It will send a welcoming message that draws people to you. Visit www.customer-service.com for more information on John Tschohl and the Service Quality Institute. John Tschohl Customer Service John Tschohl is the founder and president of Service Quality Institute, a global leader in customer service. He is considered one of the world's foremost authorities on all aspects of customer service, and is the author of several books including Moving Up: A Step-by-Step Guide to Creating Your Success. His monthly strategic newsletter is available online at no cost at www.customer-service.com. SMILE—A FIRST IMPRESSION CAN CHANGE EVERYTHING RO

• Cover