CRM Done Right

I am not employed by Slaters of Norwich and I wouldn't want to be, I wouldn't sacrifice the pleasure of being their customer for anything or anyone, at any time. At the onset I would like to state that this love letter to them, which may, at some point, be quite gushy is entirely their own fault and if I embarrass them in the process it is completely self inflicted.

Speaking for myself, I have always loved the entire process of buying a suit. Working with a tailor, getting measured, choosing fabrics and being able to openly discuss styles and "what looks good" makes me feel good. I hold myself better when I look good, I conduct myself with more confidence when I know that I am dressed like the man I want to be. I even love the smell of a new suit and I won't lie, whenever I put a new suit on, with a crisp new shirt, a new neck tie and polished shoes I do so with a montage of my favourite gentlemen actors running through my head.

So, Heaven help the shop that ruins this for me because I will give them Hell. There have been a few stores over the years that have made me feel unmanageable because I'm six feet six inches tall with the shoulders of a farmer and the waist line of a comic book character.

So far. There has only been one store that has offered what I need. There may be more out there but I've never wanted to go find them. And that's what happens when you handle your customers right, they won't go look anywhere else.

Simon Cheeseman, a god of a man in his own right as the youngest manager of a major gentleman's clothing store, shakes my hand within a minute of arriving. A quick catch up on what I've been up to since the last time I was there and then straight to business with an affirmative, "What are we looking at today?"

What follows is a precision exercise; A sniper like approach to gentlemen's tailoring. Maggy, the most talented tailor I've ever met makes quick work on my odd proportions, recalling from memory my dimensions but always taking the time to comment on how much bigger my shoulders are and how much flatter my belly looks (I love her so much.) Simon, confidently strolling around the shop from group to group, recalling everyone's names and giving honest, experienced advice on appropriate colours and cuts is attentive to the end, looking at a suit as he would an art work. He's never afraid to say, "No, that wouldn't be a good choice for you. This is what you want."

In fact, it's the fact that on multiple occasions I've been told, "No," many times there that makes me come back. I'm there for their expertise, I am there to be told what to wear to make me feel good. And yes I've often used words like, "Don Draper," or, "Gordon Gecko," once is was, "I want to look like Moriarty."

The truth is, technology is already at the point where companies can take online orders and measurements for suits without you ever needing to leave the house. Everything that they do at Slaters can be done on a website save for one thing; no website can make me feel that good. And for a customer it's all about feeling that for the period of time you're in the shop that you are literally the most important person in the world.

If you think your customer loyalty is wavering, irrespective of your industry, go to Slaters. They're doing it right.

And ask for Simon.