Make Meaningful Connections with Your Customers
By Angela Altass
Everywhere we turn people are swiping the screens on their smartphones and engaging with their devices, however, when it comes to in-store customer service, interactions with other humans remains high on the consumer scorecard.
“When customers feel seen and valued, they are not only more likely to return but also to become advocates, sharing their positive experiences with others and driving further engagement with your business,” says John Shapiro, chief product and technology officer, Lightspeed Commerce. “We set up retailers with inventory management, sales insights, mobile checkout options, and more to ensure the most seamless experience offering to their customers, but if they don’t deliver a positive experience with something as simple as a smile and a greeting, the technology and support offered behind the scenes may not make it to a completed sale.”
Consumer experiences, good or bad, may find your store up front and centre on social media posts, as customers share their opinions on your business with followers, friends, and others.
“Retailers have to remember that their staff are the first point of contact for their customers and represent their business,” says Shapiro. “Staff can have an incredible impact on how your brand is perceived and whether a customer plans on returning. The best asset any retailer can put forward is a smile, positive and welcoming attitude, which they then support with a seamless technology integration throughout the shopping experience.”
Making a meaningful connection with customers is essential for creating a positive shopping experience, says Shapiro.
“One of the most effective ways to foster this connection is through personalization,” says Shapiro. “By tailoring the shopping experience to individual preferences, businesses can make customers feel special and appreciated. This can include personalized product recommendations based on past purchases, exclusive VIP experiences, or loyalty programs that reward frequent shoppers with special perks. Personalization can take the form of one-on-one service, curated product suggestions, or even remembering a customer’s name and preferences.”
The checkout experience is the bow on the end of a great retail experience with people looking for freedom of choice regarding payment options, says Shapiro.
“There are still a large majority of consumers who prefer to pay with debit or credit and even cash,” says Shapiro. “Having the flexibility to pay as they choose helps to go a long way in the consumer experience.”
Good customer service consists of sincerity, being able to satisfy the reason for the visit, and operational excellence, which means equipment that operates, clean and safe facilities, well-lit locations, and easy-to-navigate stores or paths to the carwash, says Tom Hart, director of business development, Ready Training Online.
“I’m a believer in the personal touch,” says Hart. “If you create a fixed greeting or standard thank you, it will absolutely be received as insincere. Give staff the freedom to naturally greet people. Encourage staff to pause what they are working on and provide a warm greeting or an offer of help to customers. You never know how uplifting an act of kindness can be to a customer. It might be exactly what they needed that day.”
Your staff are the key to providing the ultimate customer experience, says Hart.
“We are rightly focused on creating ways to increase visits through rewards and promotions,” he notes. “That same effort needs to be extended to the customers when they are right inside your front door.”
Foodservice is an opportunity for convenience store owners to differentiate from their competition, says Hart, noting that while competitors can copy your menu and match, or beat your price, customer service can offer opportunities to make your location stand out.
“While competition is everywhere, a focus on notable ingredients such as a local bread provider or an unexpected offer for ‘lunch on us,’ can create an experience that sets you apart and connects with your customer in a memorable way,” says Hart. “You can spend millions of dollars building a location but that can all come tumbling down with poor service. I had the opportunity to work with one of the best carwash operators in the business and he taught me a few things. First, everyone who went through the tunnel received a towel to wipe the inside, and an air freshener. He also had free vacuums all year round. I wondered if he was just giving up revenue on the vacuums, but they always had full lots with lines out to the street for a wash and were the clear runaway choice for customers. Sometimes, simple things make the biggest difference for customers.”
The best way to support your frontline team members is to create a culture that inspires them to be their best, says Hart.
“Recognition, learning new skills, mentoring them for career opportunities, and treating them as individuals are all part of that effort,” says Hart. “It takes effort and consistency from the top. Frontline employees deal with the public every day and their responsibilities are significant. They deserve face-to-face recognition.”
Most customers expect to get the service or product they intended without any hassles or obstacles, says Hart.
“That’s the minimum expectation,” he says. “Miss that and you may see a reduction in visits. I have a favourite Saturday morning coffee spot in town. Their coffee is not as good as their competitor, but their crew is always happy to see their customers and they seem to really enjoy their work. That vibe makes me look forward to seeing them as much as the coffee. The people make the difference.”
The best customer experience is built on a strong and engaging service culture, says Guy Caron, vice president, client strategy, CXE, Inc.
“Owners should prioritize a well-defined service standard framework and provide structured training and ongoing coaching to ensure employees consistently meet these standards,” says Caron. “Technology integration is also key: Mobile payments, loyalty programs, and contactless transactions streamline service and encourage repeat business. A well-designed loyalty program with real value fosters long-term customer relationships, while unique promotions, such as bundled discounts on fuel, snacks or car washes, drive repeat business. Additionally, data-driven insights help refine service strategies, ensuring continuous improvement.”
Employee engagement and recognition programs also play a vital role, says Caron, noting that frontline employees are the face and personal connection of the business, directly influencing customer satisfaction and loyalty.
“Friendly, knowledgeable staff who feel valued, empowered and appreciated will create a welcoming atmosphere and keep customers returning,” says Caron. “A key competitive advantage is an engaged, well-trained workforce. Providing structured learning and coaching opportunities ensure frontline staff deliver outstanding service. To attract and retain top talent, owners should offer competitive wages, career development opportunities, and incentive programs. Employee recognition, whether through reward programs or personalized appreciation, fosters motivation and enhances service quality.”
In a convenience store or carwash, consistency, professionalism, and responsiveness are essential, says Caron.
“Staff should anticipate customer needs, utilize data-driven insights to enhance service, and resolve operational issues efficiently,” says Caron. “Today’s consumers expect speed, efficiency, and consistency. Clean, well-maintained facilities, hassle-free transactions, and friendly, knowledgeable staff are non-negotiable.”
AI and digital tools are transforming customer service by enhancing convenience, operational efficiency and employee training, says Caron.
“AI-powered chatbots handle common inquiries, while data analytics help businesses anticipate and understand customer needs and optimize service offerings,” says Caron. “Social media plays a dual role in customer service and marketing, allowing businesses to showcase promotions, engage with customers, and collect valuable feedback.”
Technology can also enhance employee training and development, says Caron.
“AI-driven learning platforms, personalized digital training paths, and gamified learning experiences ensure employees are well equipped to handle customer interactions with confidence,” says Caron. “Ultimately, well-trained and engaged employees lead to higher customer satisfaction, increased retention, and a stronger brand reputation.”
