There's a great way to judge a retailer, service business or, frankly, any type of customer service operation -- stop in or call at closing time and see how you are treated.
I did this Sunday at the Old Navy in The Shops of Grand Avenue. It was 5 p.m., well 4:59 to be exact, and not that I needed anything, but I wanted to look around and maybe pick up a few T-shirts.
Yet, the gate was half closed and the dude standing at the gate said, "Sorry, we're about to close." Not a huge deal. But, think of how much better he could have made the situation by just saying, "we're about to close, but please come in, take your time and shop." I would have felt special, told friends about the experience and vaulted Old Navy into my small and select list of "stores that don't suck and actually provide customer service." But, Old Navy failed me.
Last week at a Greater Milwaukee Committee meeting I saw, Keith McFarland, bestselling author of "The Breakthrough Company" speak. Based upon a five-year study of more than 7,000 companies, McFarland's insights not only provided effective strategies for companies of any size, but also addressed popular myths and ideals about achieving growth and profitability. As a business owner, I found his words encouraging and captivating.
McFarland talked about this "closing time test," and used it as an example of how a small business decision can make a customer into a raving fan. I was surprised at how soon I had the opportunity to use the closing time test. I was also, though, a bit saddened that Old Navy didn't wow me by going above and beyond. Oh well. Maybe the next place will.
A life-long and passionate community leader and Milwaukeean, Jeff Sherman is a co-founder of OnMilwaukee.
He grew up in Wauwatosa and graduated from Marquette University, as a Warrior. He holds an MBA from Cardinal Stritch University, and is the founding president of Young Professionals of Milwaukee (YPM)/Fuel Milwaukee.
Early in his career, Sherman was one of youngest members of the Greater Milwaukee Committee, and currently is involved in numerous civic and community groups - including board positions at The Wisconsin Center District, Wisconsin Club and Marcus Center for the Performing Arts. He's honored to have been named to The Business Journal's "30 under 30" and Milwaukee Magazine's "35 under 35" lists.
He owns a condo in Downtown and lives in greater Milwaukee with his wife Stephanie, his son, Jake, and daughter Pierce. He's a political, music, sports and news junkie and thinks, for what it's worth, that all new movies should be released in theaters, on demand, online and on DVD simultaneously.
He also thinks you should read OnMilwaukee each and every day.
