Has a single experience ever shaped your entire opinion of a business? Perhaps someone at the hairdresser’s, grocery store, or local eatery made you feel so welcome and appreciated that you’ve decided to return time and time again. Or, on the other hand, perhaps someone made you feel ignored and unimportant and therefore, not only have you never returned, but you’ve told your friends, family, and neighbors about the unpleasant experience.
Richard Shapiro in his book, The Welcomer Edge: Unlocking the Secrets to Repeat Business, breaks down why these experiences are so important for businesses of any size—from the local grocery store to Fortune 500 companies. He grew up helping customers in his father’s haberdashery, where repeat customers were the lifeblood of his family’s wellbeing and helped put Shapiro through college.
Seems like common sense, right? Be nice. Say “Thank you” and “Have a nice day.” But Shapiro claims that fostering great customer experiences isn’t about pleasantries. Anyone can be friendly, but creating a genuine, authentic connection with customers is a skill that Shapiro says only true “welcomers” have and “they do these things for the simple reason that they enjoy helping people.” The Welcomer Edge breaks down how to identify the “welcomers” in your company and how to keep them, because if you don’t value and recognize your skilled “welcomers,” someone else will.