So, what does it take to make customers consistently happy with your service? Nordstroms and Apple have figured out how to deliver white-glove experiences by meeting the needs of people, rather than simply selling products. The companies also understand that caring about people extends to their employees, who are the key to building a loyal customer base and achieving long-term success.

Hiring highly motivated associates who are committed to delivering exceptional service is crucial for businesses to grow, adapt, and thrive in today’s retail environment. This concept also applies to independent hardware stores. Hiring someone with an outgoing personality may be a better move than bringing on a person with more experience, but little enthusiasm.

Viewing store associates as company ambassadors who are catering to guests elevates their perceptions of their role in the organization and strengthens relationships. Yet, a good employer also wants associates to be fulfilled and recognized for their contributions. While the goal is for associates to be happy, that can be a tall order when so many workers feel uncertain about the future.

Make the Team Feel Appreciated
Money is important to employees, but it isn’t the only reason they commit to a company. People want to know if they’re doing a good job or need to improve before they get a review. Acknowledging that the person is a solid contributor makes them feel appreciated. Research conducted by Gallup and Workhuman indicates employees who achieved their goals are “four times as likely to be engaged and 73% less likely to always or often feel burned out.”

• Recognize employees who work at every level of the organization
• Give gift cards and small gifts for holidays and anniversaries
• Do “shoutouts” at company meetings for excellent performance
• Set up a structure whereby employees can recognize each other’s contributions
• Offer flexible scheduling to keep associates engaged and help work/life balance

Set Standards for Training.
Store associates often struggle to meet company standards if they are not adequately trained to view themselves as representatives of the business. Your employees need tools and resources to be successful. Workers who are empowered and trained to perform at a high level are better positioned to fulfill the business’s mission of providing exemplary service to customers.

• Teach core concepts about working in a hardware and home improvement store
• – identifying what customers need
• – Expert product knowledge
• – Good communication and problem-solving abilities
• – Exhibiting empathy, patience, and understanding
• Train managers to improve their communication and leadership skills
• Conduct simple team-building activities regularly

Promote Creativity and New Ideas
The most innovative companies are those that encourage associates to come up with fresh ideas without being concerned that they may fail. Great concepts often come from associates on the sales floor who interact with customers on a daily basis. These individuals are the face of the company, trained to listen and offer customers solutions to their maintenance and repair issues by recommending the right products.

Follow the Golden Rule and Treat People Fairly
Hiring the right person for specific jobs can sometimes be a long and tedious process. Once they come aboard, ensure they receive enough time, training, and support to contribute their talents to your business. One of the primary reasons people leave a company is the presence of bad managers who fail to listen and refuse to address personnel issues that disrupt the team. Realize the person was hired to fulfil a specific role and to be held accountable for clearly defined responsibilities. Most people are uncomfortable being a jack of all trades and a master of none.

• Place people in roles that suit their talents
• Promote a culture where people feel valued and respected
• Ensure that performance reviews are fair without favoritism

When in doubt about how to proceed, gather the facts and try to put yourself in the employee’s shoes. Showing empathy and understanding can go a long way towards building a culture based on teamwork and a commitment to exceptional customer service.