Heidi VanLith
Special to The Chief
The Squamish Chamber of Commerce believes local retailers could use a little training in service with a smile after results from a survey show that shoppers are being alienated because of poor customer service.
The survey of 920 shoppers carried out by the Squamish Sustainability Corporation (SSC) in 2004 indicates that 26 per cent of residents shop outside of the community specifically because of service issues.
The study also reports that 24 per cent of Squamish residents spend between 26-40 per cent of their annually household spending outside of the district.
In light of the results and the advancement of 2010, the Chamber, in partnership with Retail BC and the SSC is launching a comprehensive Retail Training program in late-February aimed at local business retailers and their employees.
"Service is an issue for a lot of Squamish shoppers and it's important to keep all customers satisfied," said Chamber of Commerce manager Denise Imbeau. "We seem to believe that it's an inherent value to provide quality service, but it's not, it's a learned skill."
The courses offered through the Chamber will focus on topics like basic customer service, dealing with irate clients, communication, developing work ethic, sales pitches and up-selling, and manager development.
"It's a special opportunity as Squamish was chosen as one of three communities in B.C. to take on this subsidized, professionally facilitated training," explained Dan McRae, Business Development Lead for the Squamish Sustainability Corporation. "The training will provide local retailers with an edge over everyone around them."
For non-chamber members, the courses are available for $79 per person, per course, while members receive a discounted price of $69 each - a cost that the Chamber says is ideal for smaller local retailers who don't offer built-in training programs like larger corporations.
The study also revealed that 80 per cent of people who don't shop in Squamish shop elsewhere for more selection and Imbeau said that "it's important that Squamish is seen as the service centre in the corridor" for the 2010 Olympics.
"We've seen a massive demographic shift happen almost overnight and as a retailer you need to be conscious to customer service, product mix, and selection and always have an attitude for improvement," said McRae.
With the continual development of highway-side business and the establishment of superstores like Wal-Mart and Home Depot, the Chamber and SSC believe that the downtown core feels "left behind because they don't have highway frontage" but ensures that the problem is neither location nor corporate giants versus ma-and-pa shops.
"It's not my store against your store. What we're competing against is the bleeding of our dollar outside of the community," said Imbeau.
"We need to really want the merchant next door to do well because they'll attract and retain more business in the community."For further information about the training programs contact Elizabeth at the Chamber of Commerce at 604-815-4990 or email [email protected].
