ColumnistsJun 06, 2023
Squirrel Spotting: The Challenge of Closing Sales ColumnistsJun 13, 2023
Squirrel Spotting: Own Your Customer Experience
When something goes wrong, fix the problem instead of blaming your employer or a fellow employee, Peter Smith writes.
Peter Smith is an industry consultant, speaker, sales trainer, and author. He can be reached via email at TheRetailSmiths@gmail.com.
“The goodwill the customers have for the store is largely created or destroyed by the store’s employees. To most customers, the employee is the store.”
It’s hard to argue with the logic of that sentiment; it feels relevant, contemporary even.
It was written in 1946, and I found it in a book I discovered in one of those Little Free Library boxes on my regular walking route.
The book, “Retail Store Organization” by Preston Robinson and Norris Brisco (how great are those names!), was a terrific find, coming as it did from a small box usually stuffed with books from Ruth Ware, Jodi Picoult, and James Patterson.
Finding a 77-year-old book on retail in superb condition, with that extra little heft and old-book smell, was a touch of fairy dust.
I thought about that passage recently when I was waiting to check out at a Nordstrom Rack store.
Despite the hubbub of music, PA announcements and customer noise, a heated exchange between an obviously agitated customer and a store employee drew my attention.
As the customer rubbed his head in frustration, the employee asked, loud enough to be heard over all the noise, “Did they call you to say it was ready?”
I don’t know what happened next as I was summoned to the cashier to pay for my purchase, but the words of the employee stayed with me.
Did “they” call you, she had asked, as if she worked for someone else and not the store in question.
I wondered why that employee so readily split from her own employer to side with the aggrieved customer. A case of misplaced empathy, perhaps?
Or maybe she thought siding with the customer against their common enemy, her employer, was a good way to win him over?
Related stories will be right here …
It’s hard to argue with the logic of that sentiment; it feels relevant, contemporary even.
It was written in 1946, and I found it in a book I discovered in one of those Little Free Library boxes on my regular walking route.
The book, “Retail Store Organization” by Preston Robinson and Norris Brisco (how great are those names!), was a terrific find, coming as it did from a small box usually stuffed with books from Ruth Ware, Jodi Picoult, and James Patterson.
Finding a 77-year-old book on retail in superb condition, with that extra little heft and old-book smell, was a touch of fairy dust.
I thought about that passage recently when I was waiting to check out at a Nordstrom Rack store.
Despite the hubbub of music, PA announcements and customer noise, a heated exchange between an obviously agitated customer and a store employee drew my attention.
As the customer rubbed his head in frustration, the employee asked, loud enough to be heard over all the noise, “Did they call you to say it was ready?”
I don’t know what happened next as I was summoned to the cashier to pay for my purchase, but the words of the employee stayed with me.
Did “they” call you, she had asked, as if she worked for someone else and not the store in question.
I wondered why that employee so readily split from her own employer to side with the aggrieved customer. A case of misplaced empathy, perhaps?
Or maybe she thought siding with the customer against their common enemy, her employer, was a good way to win him over?
I had an unrelated but not entirely dissimilar experience after I ordered a pair of readers from Warby Parker a few weeks ago.
The associate in the store had encouraged me to order the glasses, indicating delivery was currently taking only about three days.
The emails from Warby Parker began almost as soon as I arrived home from the store, and the tone of the communication was more self-congratulatory than informative.
By the number of emails sent, you would have thought Warby Parker was tracking the progress of a lone traveler traversing the Silk Road on foot, not delivering a $100 pair of spectacles.
Unsurprisingly, the glasses didn’t arrive in three days, or four days, or even five days.
In fact, despite the endless, almost intrusive emails, the glasses never arrived at all, at least not that first pair.
Eventually there was, you guessed it, another email informing me the order was going to be redone (no apology, no explanation, and no concession on future purchases).
When I inquired as to what happened, expressing surprise that the promised three-day delivery was now up to two weeks and counting, the latest emailer indicated “she,” meaning the in-store associate, should not have communicated three days in the first place, as if that explained everything.
“Don’t over-communicate what you can’t or didn’t do. Don’t conscript me in hating on your colleagues or your employer; just own the problem.”
— Peter Smith
In “The Effortless Experience,” Matthew Dixon, Nick Toman, and Rick Delsi wrote, “The data tells us that from a customer’s perspective, when something goes wrong, the overriding sentiment is, help me fix it. No need to dazzle me, please just solve the problem and let me get back to what I was doing before.”
Whether it was the dude in Nordstrom Rack or yours truly with Warby Parker, don’t over-communicate what you can’t or didn’t do.
Don’t conscript me in hating on your colleagues or your employer; just own the problem. Tell me you’re committed to getting to the bottom of it and do it.
What customers want more than anything else—more than a litany of emails, more than misguided empathy—is a frictionless experience.
Make shopping in your store a low-effort experience, and I’m certain customers will enjoy repeat visits.
It’s not that complicated.
Happy selling and always great to hear from you at TheRetailSmiths@gmail.com.
More on Columnists
The Latest
MajorsJul 21, 2025
Rio Grande Expands Personalization OfferingsAs demand for custom jewelry grows, the company is expanding its services to support retailers.
Events & AwardsJul 21, 2025
NAJA’s 2025 ‘Ace It’ Conference To Go VirtualThe mid-year conference for jewelry and watch appraisers is slated for Aug. 9 to 10 on Zoom.
TrendsJul 21, 2025
Amanda’s Style File: Graduated With Honors Graduated stones make for elevated tennis-style pieces and dramatic statement necklaces.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
Events & AwardsJul 21, 2025
Gem Awards Now Accepting Nominations for 2026Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.
Weekly QuizJul 17, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsJul 18, 2025
Lewis Heyman on Sourcing Gemstones, Post-Retirement PlansHe retired last month after 28 years traveling the world to source the very best gemstones for his family’s jewelry business, Oscar Heyman.
TrendsJul 18, 2025
Piece of the Week: CCWW Designs’ Shell Charm NecklaceThe charm necklace features six nautical charms of shells and coral that founder Christina Puchi collected on Florida’s beaches.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
MajorsJul 18, 2025
Plumb Club Elects New Board MembersThe organization elected its youngest vice president as it looks to draw in fresh talent.
TechnologyJul 18, 2025
Brad Campbell, John Liebler Join Clientbook’s Executive Team Campbell joins the company as vice president of business development while Liebler is the new vice president of operations.
CollectionsJul 17, 2025
2026 Winter Olympic Medal Design Symbolizes UnityThe medals feature a split-texture design highlighting the Games’ first time being hosted by two cities and the athletes’ journeys.
Supplier BulletinJul 17, 2025
The INSTORE Jewelry Show 2025: Your Holiday Preparations, All Wrapped Up! Sponsored by The INSTORE Jewelry Show 2025
SurveysJul 17, 2025
The Most Recommended Brands in the World, According to YouGovGlobally, travel and transportation brands reigned, while in the U.S., alcoholic beverage companies and a lingerie brand took the top spots.
IndependentsJul 17, 2025
Gina Ferranti of GiGi Ferranti Jewelry Dies at 59The Brooklyn-based jewelry designer is remembered as a true artist and a rare talent.
SourcingJul 17, 2025
Rio Tinto Names New CEO, Production Rises at DiavikProduction at the mine in Canada’s Northwest Territories topped 1 million carats in Q2, the third consecutive quarter of growth.
Events & AwardsJul 17, 2025
JA to Hold Learning Workshops This FallA new slate of Learning Workshops will take place in Oklahoma, Mississippi, and Georgia.
SurveysJul 16, 2025
Signet Jewelers Falls Lower on NRF’s ‘Top 100’ Retailers ListThe middle class is changing its approach to buying jewelry and affordable luxury goods, the NRF said.
FinancialsJul 16, 2025
Richemont’s Jewelry Sales Up 7% in Q1It marks the third consecutive quarter of growth for Cartier, Van Cleef & Arpels, Buccellati, and Vhernier.
WatchesJul 16, 2025
The Top-Selling Rolex Models of the Last 15 Years, According to Bob’s Watches The reseller’s market trends report, based on its sales data, also shows exactly how much Rolex prices have jumped since 2010.
AuctionsJul 16, 2025
Christie’s To Honor Dinh Van With ExhibitionThe auction house will be hosting a retrospective paying tribute to jeweler Jean Dinh Van and his company’s 60th anniversary.
IndependentsJul 16, 2025
Clyde Duneier Ushers In Fourth GenerationJake Duneier and Danielle Duneier-Goldberg have stepped into the roles of CEO and president, respectively.
CollectionsJul 15, 2025
Boucheron’s New High Jewelry Calls Attention to Nature’s ImpermanenceThe “Impermanence” collection contemplates nature through the Japanese art of Ikebana (flower arranging) and philosophy of wabi-sabi.
MajorsJul 15, 2025
James Avery Expands to 2 More StatesThe Texas-based jewelry retailer has set up shop in Tennessee and Arizona.
Events & AwardsJul 15, 2025
Neiman Marcus Vet Joins Couture as Brand Director Eric Ford will step into the role, bringing with him decades of experience.
MajorsJul 15, 2025
Ben Bridge Jeweler Acquires Olympic ManufacturingIn addition to improved capabilities, the acquisition will allow the jeweler to offer support to other independent jewelers.
CollectionsJul 15, 2025
Guzema Debuts First Colored Gemstone JewelryThe “Celestial Blue” capsule collection campaign features Olympian Kateryna Sadurska.
MajorsJul 14, 2025
Nanis Opens First StoreThe seasonal store, located in Mykonos, Greece, offers exclusive events, personal styling, and curated experiences.
