Few would argue the importance of customer service, particularly in today’s competitive retail market. But when we think about customer service, the interactions that happen before a sale can be just as important if not more than those that occur once a purchase is made.
According to a 2025 Microsoft survey, 74% of consumers have higher customer service expectations than they did a year ago. And 89% of consumers said they have left a business or brand that they were loyal to because of poor customer service.
At the recent International Casual Furnishings Association Elevate Conference in New Orleans, retail expert Nicole Hoffman of Retail Minded said that the key to delivering the exceptional customer service that not only drives sales but also builds loyalty is well-trained staff.
“Employees are what separate you from others,” she said. “Invest in them through time and trainings to invest in your business.”
Hoffman said that training employees goes beyond simply familiarizing them with the features of products and how to operate POS systems. Training staff to provide the level of service that converts people walking in the door into paying customers starts with a mindset change.
“You need to be star-struck,” she said. “The idea of being star-struck is you drop everything to make sure you’re paying attention to the customer. When you drop everything to pay attention to the customer, you give them the opportunity to actually feel welcome. You need to show them that you’re happy that they’re there.”
Beyond giving customers undivided attention, Hoffman said that retailers need to identify which employees excel in different areas, be that selling large patio sets, grills or accessories. And she said that the best way to not only identify but also cultivate these skills is to take the time with employees and offer regular on-the-job training.
“We need to be proactive to be profitable,” she said. “We need to invest in time and trainings to better understand your employee’s professional path, their strengths. When you start to navigate what they excel at, you can better lead your employees to connect with customers in a deeper way.”
But it’s important to strike a balance between offering customers undivided attention and imposing on their personal space. Some customers don’t need or want as much hand-holding, so Hoffman said it’s important to train employees to pick up on those social cues and be able to respond accordingly.
“A lot of people like to walk around without someone over their shoulder, but sometimes people want a little guidance,” she said. “So we need to navigate the footprint of your store in response to that customer to support them through their journey. Maybe you can incorporate a sign-in as part of your customer service strategy and make sure employees communicate that they’re available to help or answer questions.”
Hoffman also recommends bringing in mystery shoppers periodically to better gauge the experience customers have when they enter the store. She said these shoppers don’t have to be professionals — even a friend who isn’t recognizable to staff can work.
“You’ll be able to get a clearer picture of a consumer’s perspective on your business,” Hoffman said. “This research can help your business get better and your team members to improve.”
Establishing an internal employee review process is another important step in not only evaluating staff performance, but also in reinforcing and rewarding good work.
“Just as you do training, you also want to conduct reviews at least annually,” Hoffman said. “Reviews can anchor an associate’s confidence and give them a boost. And when you take that time, employees feel that you’re invested in them.”
Hoffman said that building relationships with employees that empower them to deliver exceptional customer support is worth the time and effort for retailers. Providing guidance, outlining store protocols and leading employees in a way that builds trust will create an environment where excellent customer service comes naturally. And that investment in improving the customer service experience will pay dividends for years to come.
“Customer service is not just about the experience — it’s about your success,” Hoffman said. “It’s about bringing dollars back to your business. And if you’ve done a good job in terms of having that solid customer service, that VIP treatment, you will drive dollars into your business.”
