How does your store rale?

IJAVE YOU ever thought about JAhow vour store would score if your customers had an opportunity to rate you on service, environment, atmosphere and the other amenities of a satisfying shopping experience?

If you have taken the accompanying quiz, you may have an inkling of how they would rank your establishment. If you haven't taken time to answer the questions, stop reading and do so. 'fhen this article will be more pertinent to your situation.

A nationwide survey of circumstances that annoy home center customers found that close to 8090 of the respondents disliked stores that were too thinly staffed with people who knew too little about what the merchandise could and could not do. Over 5090 of those questioned were ticked off when stores were out of stock on what they wanted to buy. Well over a third complained about a lack of point of purchase literature. Close to a third bemoaned long lines at checkout counters while over 2090 were put off if they couldn't find a staffed information center to answer their questions. About l4Vo complained that no one offered to help them load large or bulky purchases. Over 490 protested that the available parking was often inadequate.

Do your customers have the same complaints? If they do, it is time to improve your mgrchandising efforts.

As a store owner or manager, you must establish policy, set the tone of service and maintain an agreeable shopping climate in your establishment. Courtesy, service, good housekeeping and attentiveness to the wants and needs of the customers begins at the top and filters down. These attitudes must be acted upon positively by management, not just categorized as "duties" for the employees.

By the mere act of entering your store, a customer earns certain rights. He has become a guest, a resPonsibility of your management. This position entitles him to certain claims, privileges and expectations.

Customers are entitled to receive courteous, helPful treatment. If employees are not interested in providing attentive, informed service,

Story at a Glance

Policy starts at the top... customers entitled to cerlain rights...minimal stafling, out of stock merchandise, lack of knowledge, long lines discourage sales. they should seek another line of employment.

Customers are entitled to expect an adequate to extensive selection of merchandise, all readily available. They are entitled to expect quality merchandise at a good value with the assurance that they will be satisfied with the purchase.

Customers also are entitled to the options of buying with credit, having delivery available for cumbersome purchases and installation available for major purchases. The honoring of warranties and guarantees as well as the proper adjustment of unsatisfactory purchases is a right of the customer.

The customer is entitled to shop irr clean, attractive, well ordered, well lighted and safe surroundings. He has the right to expect the store to provide adequate information about the merchandise, either through well trained sales people, customer service reps or literature. He is entitled to good, easy to read signing and easy to locate sections and departments.

Remember, a consumer survey bY the Bureau of Business Practice found that customers who are pleased with their purchases tell at least five other people oI their satisfaction while those who are displeased will tell at least l0 others of their problems.