Photo courtesy of James Knox, Pittsburgh Tribune Review
Henne Jewelers was founded in 1887 by my great-grandfather Rudolf J. Henne, two years before Pitt formed its first collegiate football team. For 134 years the business has grown and evolved, led by three more generations of Henne children, including myself. While remaining in the East End of Pittsburgh, Henne Jewelers changed storefronts three times. It became known as the Pittsburgh destination for engagement rings and wedding bands, and in 1999 it became an Official Rolex Jeweler. Today it continues to be part of the fabric of Pittsburgh, having served tens of thousands of customers from across the region, the nation, and even internationally.
Being the fourth-generation and current owner of Henne Jewelers, I believe that our customer care has been the key driver in Henne Jeweler’s legacy, and is the reason for our continued success. When it comes to creating a dazzling customer experience, here’s my advice:
- Know how to make the customer comfortable and gain trust.
Every customer is different, but the key is to make your customer comfortable. From the atmosphere inside your business to the conversations you have and the methods your salespeople use to meet their goals, you’re looking to gain trust and a true connection.
- Know your product/service and industry & APPLY it.
It’s pretty simple, but deep knowledge of your product and industry allows you to apply that expertise to what you’ve learned about the customer. Most customers won’t want a bunch of facts and statistics thrown at them, but they would love to know how a certain ring setting may suit their lifestyle better and protect their precious family heirloom diamond. Take your knowledge and filter it through the lens of what matters to the customer.
- Invest in the right people.
It’s true that experience matters, but at Henne Jewelers we’ve learned how critical it is to hire the right people. Many of our staff have been with us for much longer than the current average tenure; some have even served multiple generations of customers from the same family!
During the hiring process, look for a cultural fit as well as skill set and relevant experience. Customers work with your employees, not their resumes. By investing in the right people, you create a culture of honesty and integrity. Good people who naturally want the best for others are always going to help create an amazing customer experience.
- Small details can make a big difference.
Innovation and technology are necessary to take your business to the next level, but don’t discount the small details.
When it comes to customers, small details can make a huge difference. Deploy a CRM that has the bells and whistles, but use it to note when a customer’s birthday is, what their preferences are, and if they have kids or pets. Send cards when appropriate. Offer some added perks that are meaningful and fit your mission. For example, Henne offers anyone who comes in and shops for engagement rings or wedding rings a copy of a book on marriage, whether they purchase a ring or not. Similarly, bridal customers now receive a ring dish that says #HenneCouple and the year they became one – great for branding, but also encourages proper ring care and storage.
- In a world focused on innovation, remember to stay personal.
As busy as I am, I continually make it a point to come over to greet customers whenever possible. I personally reply to all Google Reviews, and encourage the reviewer to reach out if they weren’t happy with their experience. Many of our sales associates will text customers photos of the jewelry they tried on, so they can remember their favorites or show their significant other. The sales associates are genuinely EXCITED and happy for the customers.
Automated emails, customer lists, and the myriad of marketing tactics only goes so far. Customers respond when they feel comfortable, important, and cared for. And just as importantly, they’re much more likely to become lifelong customers and give referrals.
- Always do the right thing, even when it hurts.
When (not if) you make a mistake, always seek to do the right thing. Sometimes it costs money, sometimes it costs time, and sometimes it costs pride (or all three).
Everyone makes mistakes, and the important thing is to make the customer feel heard. If you order the wrong product or can’t get the customer what you promised them, consider giving them a discount for the inconvenience with a personal apology. If a delivery is late, that may mean you need to drive it yourself halfway across the state. If a customer emails with a suggestion to an e-blast, respond and incorporate it into the next one. Oftentimes the customer will end up satisfied and even happy with their experience, but if not, take it as a chance to learn and improve so that future customers can benefit.
Creating an amazing customer experience can feel daunting, but know that you’re rarely alone. Treat your customers like you treat your friends and family, with respect and thoughtfulness. Know your mission and what you stand for (your core values), and surround yourself with a support system. Form a group of trusted peers who have similar businesses or interests, and get together regularly to brainstorm and share advice. Collaboration fosters new ideas, helps you keep perspective, and reinvigorates your staff as you continue to dazzle and delight your customers with an unforgettable experience.
About Henne Jewelers:
Henne Jewelers is a fourth generation, family owned jewelry store located in the Pittsburgh neighborhood of Shadyside.
Their motto "Jewelers for Life" means several things. Their staff are jewelers for life. They love what they do, and they hope it shows. They understand that life happens in moments, and they cherish being a part of those moments. And finally, they hope that you have such a great experience shopping with them that you trust Henne Jewelers to become your jewelers for life.
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