I have received six emails in the last week from people asking if I can help them source copies of the Art of Knitting and the John Wayne Collection. They emailed me as a last resort – each had been to two or more newsagents asking about backorders and had been told they were not available. They then searched online and got to this blog. Two have gone back to their local newsagent and four have refused because the service they received was so bad.
Newsagents used to be known for exceptional customer service. Except for a few small products categories, this is our only point of difference. One newsagent delivering poor customer service reflects on all newsagents.
If I can get partwork backordered then so can other newsagents. Sure they are a pain – the reward is a happy customer and someone who has their faith in the small business newsagent channel upheld.
I think that we also need to factor into this situation the staffing situation, alluded to by Jarryd today. Tragically staff quality is falling fast and it is easier for the staff to fob off the customer rather than service the customer. I see it too often at stores (all sorts) that I visit.
This is where we as owners need to firstly be there (or have quality management in place) and secondly train train train.
You are absolutely right Mark, our point of difference from the chain’s is that we can do and deliver that extra level of service like providing a regular order service, newspaper home delivery and partwork back number ordering. In the Uk their is no longer a definable brand of ‘The Newsagent’ just because the good ones of the past sold out in the 1980’s and 90’s and to many untrained people bought in to the ‘corner shop’ idea, but did not have the skill to do the business. There of course is the ongoing assault by publishers and their wholesalers on the economic basis of the independent news based retailer.
Steve
Hi, Mark.
Back ordering the partwork is not always a good experience for both newsagents and customers.
I had a recently experience and learn something from that.
A customer came in and claimed that he backordered some 007 collection cars (issue 3 and after) 5 weeks ago, and want to know whether the cars were ready for picking up.
I found 2 issues NO.3 cars in our reverse maganze bay, and asked the customer, “What is your name, Mike or Jack?” (1st mistake)
Customer was not happy instantly. “I am neither Mike nor Jack. I told a lady to order issue 3 and following issues, and you did followed up….Why I didn’t got my copies, someone else has it”.
“Because Mike and Jack order them from issue NO. 1, and we are still waiting for your copies as they are backordered” (2nd mistake)
The customer lost his patience, and was ready to leave our shop. “I am impressed that you didn’t take my back order seriously, now I will go to another newsagency and order through them.”
Now I lost my patience, and told the customer:”I suggest you directly subscribe this partwork to publisher. Newsagents usually didn’t want to lose retail customer, while for this partwork, the subscription may be good for you.”
Now the customer was suprised, and asked why.
“We are short supplied from issue #3 and the mag distributor has to get all return partwork back, and re-distribute them to the newsagents who had backorders. We never sure about when we will get the stock…..”
The customer decided to go subscription and thank me for explaining the business model of imported partwork and why newsagents has difficuties on tracking down backorders.
When the customer finally left, I knew that I did not provide a good customer service. The distributor and partwork importer has something to do with the problem, while I have my own mistakes on managing the backorders.
Mistake 1. I should ask the customer for his name, and simply check the status of his backorder, and told him it is not ready. Showing uncessarily other people’s copies made the customer feeling bad.
Mistake 2. I should applogy and explain why his copy is overdue, not why others should have their copies.
It also show that we have problems in customer contact management. My wife make most of backorders, and follow up with distributors. When customers walked in, she call their names, and handover the putaway copies or tell them the possible date of arrvial, while part time helpers and I know little about the status of the putaway and backorders, and feel stressful to answer customer’s enquiry.
We cannot expect that every member is the expert in all categories.
How to create a customer contact management system so that all staff members can easily handle the customer’s enquiry if the key member is not in.
Cheers,
Sunny