Welcome to Formal Time’s Customer Care Issue!

To remain strong in a changing industry, customer service is the key to staying in the game. Small businesses have a huge advantage over larger corporate policies to win and keep loyal customers. Please read on and forward your ideas and comments to rebeccamc522@aol.com

What Does Your Customer Want?

Far too often, we feel we know what our customers think and want because -- well, we just know, that's all. Wrong! Businesses can't be successful if they don't continue to change as the needs of their customers evolve. There are few activities as important as finding out what your customers want for products and services and finding out what they think of yours. Fortunately, there are a variety of methods that businesses can use to get information from current customers. The methods you choose and how you use them depend on what type of feedback you want from customers: Employees Your employees are the people who interact the most with your customers. Ask them about the products and services that customers ask for. Also, ask your employees about what customers complain about. Comment Cards Provide brief, half-page comment cards to the customer that ask basic questions such as: Are you satisfied with our services? How could we provide better service? Are there any services or products you did not find? Competition What is your competition offering? Ask people who may have shopped there. Start coaching your employees to notice what's going on with your competition. Customers One of the best ways to find out what customers want is to ask them. Talk to them when they visit your facility. Documentation and Records Notice what customers are using and not using. What is being requested you do not have? If you already know what customers are looking for, etc., then is this written down somewhere? It should be so that you don't forget, particularly during the spring buying season. Surveys by Mail You might despise answering surveys, but many of people don't. People will fill out surveys especially if they get something in return. Telephone Surveys Hire students or part-time people for a few days every six months to do telephone surveys. Happy past customers can create your future.

What Brings Your Customers to You?

How often do you think about what may be your greatest opportunity for reaching potential customers? Besides the obvious monetary value of rentals already booked with your store, what does each person in the wedding party represent? Could there be such a thing as lifetime value to a customer who gets married and is presumably gone from your business after the wedding? All customer service speeches, books, and advice columns are filled with information on how to offer a value worth returning to customers. This lifetime value is what great businesses pay attention to when winning a customer’s loyalty. This long term value means just as much to tuxedo rental business as it does to a typical retail establishment. The wedding party is usually forced to do business with your store from choices made by the bride and groom. As unlikely as it may sound, each of the wedding participants present immense opportunity for growth. How many times have you yourself made buying decisions based on how you were treated in a business. The same certainly rings true with the rest of the party. The value of this wedding party is potential future business from all the members. I love to ask wedding couples what brought them to the store. The answers of course vary, but the top ones are almost always personal recommendation or past experience. A discount on a future rental can be a great incentive for a past customer to recommend a future couple to your store. A quick simple survey given to brides and grooms when they register their wedding is one way they can provide you with the information to make smart decisions for upcoming marketing choices. An example to tailor to your needs:

7-7-07

This will be a tough weekend for most of us. The concentrated number of weddings all across the country has this date acting like a prom weekend for many. The ease of substitutions and upgrades for prom kids is not available for wedding parties and this has many production people scrambling. The very popular styles are harder to find when the entire country is looking for many of the same items. Remember: be nice to your wholesaler of choice! Wholesalers: From Source Page Anderson’s Formal Wear MN 507-285-1884 Bell Tuxedo NJ 888-966-6697 Bernard’s NC 800-672-5893 DuBois WI 920-437-9231 Dunhill IN 219-769-7471 Geno’s Formal Affair KY 859-259-3626 Jim’s Formal Wear Co. regional Trenton IL 618-224-9211 Lithia Springs GA 770-944-0061 Visalia CA 559-651-3900 Pueblo CO 719-542-3344 Ottawa IL 815-433-5544 Anderson IN 765-378-7272 Salinas KS 785-825-1529 Formal Knight’s CA 888-889-7889 Knight’s MN 763-544-0814 Milroy’s IA 319-235-7559 Paul Morrell AR 501-374-8256 Ptak’s PA 800-223-8946 Randall’s IA 712-277-4223 Sam Meyers KY 800-626-6305 Sarno & Son PA 570-346-5725 Tom’s Formalwear OK 800-486-2309 Tuxedo Direct PA 215-925-3900 The Tux Shop KS 800-444-2889 Tuxedos by Rose NJ 800-238-8897 Tuxedo Royale Ontario Canada 416-798-7616 Tuxedo Warehouse OR 541-784-1485

Check Points to Successful Customer Service

I read many articles on customer service and am always watching for a new perspective. The other day I came across an article on dealing with angry, unhappy, dissatisfied customers. The focus of the article was diffusing the situation, but it made me think more about how it happened in the first place. Should you get good at handling customer complaints or better at placing check points along the way to eliminate problems from the start? What can we do to eliminate those Saturday afternoon angry panicked calls from a wedding party? One of the first check points to fend off problems is a quick phone call to the bridal couple 3-4 weeks before their wedding. This call provides you with opportunity to go over colors and styles for all the party members confirming any changes. Also, this offers the perfect time to go over who still needs to be fitted and who may be cancelled or replaced. Going over pick up information, store hours, etc; arms them with information to pass along to the rest of the group. Encourage them to let each participant know they need to try on their tuxedo in our store and bring along black socks if not provided on pick up day. When you are in advance of the date, a call can reassure them to make sure everything is on track in the weeks ahead. Whether you use a computer to allocate stock or hand written cards, human error is always a factor and accuracy in recording or entering the correct information is imperative. Most software systems would catch odd entries, but not all of us depend on computers in this department and order cards need to be carefully inspected. This check point is the perfect opportunity to go over possible sizing errors. Should you really order the 54 coat 34 waist combination? Sent in sizes challenge all of us, yet a little common sense at this point will probably save you later. Calling customer who sent the sizes and asking a few questions to get more accurate information many times will help both of you immensely. Most of this is routine, but goes so far in assuring they will remain satisfied customers. Pick-up day can be hectic even on slower weeks, but trying on the tuxedo with you present eliminates a myriad of problems. Strong friendly encouragement from your staff can persuade most guys of the value of this final fitting. Adjustments to accessories and emphasis on proper fit help heighten customer satisfaction. A quick friendly conversation with the groom highlighting this important time saver clarifies your commitment to service in his mind. Explain return options and store hours to keep that final contact with them effortless. Dealing with angry dissatisfied customers is a fact of life, but prevention is the best policy.

Daytime Emmys: Hollywood’s Black Tie Event for June

Retiring Bob Barker and his beauties.                          Outstanding Lead Actor nominee GL's                                                                                                Paull Goldin (Gus) in Giorgio Armani walked                                                                                                     the carpet with film actor Sean Astin.                                                                      Soap Opera Star Peter Bergman chose                                            single breasted Shawl.

JOIN IFA FOR EXPO26! The EXPO provides you the opportunity to view all the newest styles and products from the greatest variety of manufacturers.  Gain valuable insight from fellow industry specialists, suppliers and wholesalers. See what's new, meet who's who, and be part of the men's formalwear event of the year! REGISTRATION NOW OPEN! EXHIBITORS Click here for Booth Registration information. ATTENDEES View the Advance Program Download the Registration form See who's exhibiting at the show! HOTEL Call the Gaylord Opryland Resort and Convention Center to reserve guest rooms. Be sure to reference "IFA EXPO" to receive the discounted rooms rate of $149 single/$169 double. The hotel room cutoff date is Tuesday, August 7. Gaylord Opryland Resort and Convention Center 2800 Opryland Drive Nashville TN 37214 (866) 972-6779 www.opryland.com

Upcoming Show Information

GLITS (Great Lakes Independent Tuxedo Specialists) August 19-20 Embassy Suites Lombard, IL EXPO26 September 8-10 Gaylord Opryland Resort and Convention Center Nashville, TN West Coast Formalwear Collective September 23-24 Embassy Suites Buena Park, CA East Coast Formalwear Collective September 30-October 1 Embassy Suites Secaucus, NJ

Thoughts for the Week

Expect trouble as an inevitable part of life and repeat to yourself the most comforting words of all: “This too, shall pass.”    Ann Landers The starting point of all achievements is desire. Keep this constantly in mind. Weak desires bring weak results. Just as a small amount of fire makes a small amount of heat.    Napoleon Hill