Sales Strategy

Miami, FL—As customers’ attention spans seem to dwindle, retailers and brands must offer frictionless, exceptional customer service. This is a must to maintain your clientele. On-line experiences were once driven by a consumers’ desire for quick access and general efficiency. This seems to be evolving to an emphasis on the quality of care and customer service.

I think one reason this is happening is that the web has moved from being simply shopping to also facilitating experimental shopping and browsing, which changes the dynamic. Service is always a factor in customer service experience. Smart merchants realize this and know how to be a differentiator.

The emphasis on customer service has occurred for many reasons. Transparency means greater visibility of performance and knowing that shoppers are always just a click away from posting both positive and negative customer feedback online. Remember the experience is a great factor for their future choice in selecting you as a retailer again.

Customer service expectations range dramatically depending on the generation. You do not want to ostracize any group. We always need to offer solutions aimed at a wide audience and let the consumer make the choice. “Live Chat” has really helped in this situation. Some consumers like self-service while others like service interaction.

The bottom line is this: customer service factors more and more into the overall experience and return selection of retailers and it includes expedited delivery time and heightened expectations in terms of response time.

To me, customer service to this day is “where the experience begins.”  --Andie

Andie Weinman, president and CEO of Preferred Jewelers International / Continental Buying Group Inc., was born with the “Jewelry Gene” working in the jewelry industry since she was only ten years old. Her first job was as a cashier in the opening of a catalog showroom doing a fantastic job even at that tender age. Andie holds a B.A. in musical theatre and a B.S. in marine biology from The University of Tampa. When she realized that seawater and marine biology were not good on her hair and she wasn’t quite good enough to make it on Broadway, the jewelry business beckoned. Andie has picked diamonds, sorted color stones, shot waxes and performed a multitude of jobs in the manufacturing of jewelry.  Her negotiating experience and prowess has given her the reputation as being tough but fair in her dealings with vendors. In 2012 the Indian Diamond and Color Association awarded Andie the Prestigious Doyenne Award of the Year.