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How to Deliver a “WOW” Customer Experience

Part TWO: How One Phone Call Led To An Unforgettable Customer Experience

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BECAUSE OF THE PANDEMIC and the ease of technology, many clients and potential customers are not coming into your store, but they still want to buy jewelry. So how do you deliver an amazing experience over the phone or remotely in other ways?

I once had an associate come into my office saying she had a gentleman on the phone who wanted a 2-carat diamond in a custom setting, and he could not come into the store. The sales associate was going crazy running around looking for a 2-carat diamond. My advice to the associate was to breathe, stop looking for a diamond, and let’s take the time to get to know this client.

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The guy did not want a 2-carat diamond; he wanted an experience. I got on the phone, had an hour-long conversation with the gentleman, and found out he had a rare disease and had a short time left to live. He had been married over 40 years and wanted to make a special ring for his wife before saying his goodbyes. After listening and getting to know him I offered to hand select diamonds for him, send him live videos, then FaceTime so we could chat about the videos I had sent him. He was so impressed with receiving a personalized experience and feeling like he was in the store.

Long story short, we found a diamond and made a custom setting for him. Because he could not leave his home, I suggested that my associate and I drive to his home an hour away once the ring was ready. Obviously, when going to a customer’s home, you do not know what to expect, and of course you’re dressed in business attire. We showed up at the home, which was a farm, and I was wearing a white and blue pinstripe dress and 4-inch wedge heels.

Not the best pick for farm attire.

He took us on a tour of his 20-acre property, which had multiple homes that he and his son had built throughout the years. His story touched my heart, and I was so grateful that we got this opportunity to work with him.

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Before we left, he said, “I must tell you, your dress is so beautiful, and my wife would look stunning in this. Can you share with me where you got this, and perhaps I will gift her this to wear the night she receives this ring?” I asked for her dress size, and the next day it was shipped to his home.

You never stop with the experience. This customer was a lesson for the associate who worked next to me from start to finish. She found out very quickly why my customers were so loyal to me and why they never would work with anyone else. I always went above and beyond for my customers, and after this day, she knew how to give a true “wow” experience. It was an experience that changed both of our lives.

Megan Crabtree is the founder and CEO of Crabtree Consulting. Before founding Crabtree Consulting, Megan had a successful professional career in the jewelry industry, which culminated with high-level positions at several of the top firms in the retail and manufacturing sectors. Reach her at [email protected] or visit us at www.crabtreeadvisory where you can set up a live chat or a 30-minute free consultation.

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SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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