Serving Gogebic, Iron and Ontonagon Counties
Serving Gogebic, Iron and Ontonagon Counties
Mark Schwanz, the owner of Chelsi's Corner, talks to the Western U.P. Chamber Alliance about the importance of the customer experience Wednesday at Cold Iron Brewing.
By RICHARD JENKINS
Ironwood - Transforming a customer's experience was the topic of conversation at the Western U.P. Chamber Alliance's regional roundtable Wednesday at Cold Iron Brewing.
Mark Schwanz, the owner of Chelsi's Corner, talked to the group about the philosophy he uses at his clothing store on Aurora Street in downtown Ironwood.
The Western U.P. Chamber Alliance is an organization made of the chambers of commerce in the western Upper Peninsula, Ironwood Chamber Michael Meyer said - including those in Gogebic, Ontonagon, Baraga, Houghton, Iron and Keweenaw counties.
Schwanz offered a variety of tips and insights, usually centered around the idea of thinking how a customer feels walking in compared to walking out of a business - and making sure the second feeling is better.
He said the experience starts before the person even enters a business, reminding business owners to periodically check how their business looks from the street.
Schwanz reminded them that if they park behind their stores; it can be easy to park, walk in the back door, go unlock the front door and not take the time to see how the business looks to customers.
Once inside, Schwanz said he views the customers as guests - welcoming them as they enter, offering them something to drink and offering couches and ESPN for those accompanying shoppers but not browsing themselves.
He also said he always opens early but never closes early.
"If you want to make the customer mad, tell them we're open until 4 p.m. and close at 3:58 p.m.," Schwanz said.
He said he also has a "no point" rule, walking customers to what they are looking for in the store rather than pointing to it.
Schwanz's desire to make people feel welcome expands beyond his store, as he explained he recommends other local businesses or points of interest to customers.
He explained keeping the businesses local make it more likely people will return.
"If we don't do it right, why would they come back," Schwanz said, regarding the importance of being friendly and having positive interactions.
While much of his advice came from his sales background in various industries and the way he runs his store, Schwanz's presentation applied to those not in retail and can be used to promote the region to tourists and visitors rather than sell a product.
