CLM CUSTOMER LOYALTY MANAGEMENT | Do You Serve Everyone?

I was in a small, local retail establishment the other day.  I noticed a sign, near the cash register, but in sight as you entered that had a number of one-line sentences, written in different languages.  I couldn’t resist, so when I went to check out, I asked what they said.  The clerk replied, “The sign says, if you would like to be assisted in this language, please let an associate know.”

Now, I was really intrigued.  I said that I was really impressed that such a small store had such a breadth of different languages spoken amongst their employees! The clerk laughed, and explained that they have a translation service available to them.  The store owner found one on Google after a potential customer came into the store and didn’t speak English.  (None of the employees speak a second language)  After a little snooping, the owner found a service available 24/7 via a toll free number.  For about $1 a minute, the operator will connect the call with someone who is fluent in both the language of choice and English.  (I later found out that the rever side side of the sign has the specific instructions for the language desired.)

It got me to thinking.  When I’m abroad, I seek out English speakers at local stores and restaurant, as my French, Portuguese, Spanish, Italian aren’t the best. (I’ve been asked to please speak English, as they can’t figure out what I’m trying to say — a fact that I’m not proud of)

How wonderful that a small business owner identified an opportunity and found a solution that doesn’t cost a cent if they don’t use it. How many additional sales will be made because customers see that this store welcomes all customers.  What’s more, they are willing to go to great lengths to make sure the customer is understood and gets what they need!

And yes, before you ask, we set up an account for our organization.