By David Turgeon, EVP Client Services
Regularly following up with your customers is key to success for any jewelry store—and it benefits each team member, too. There are plenty of reasons to stay in touch, but they usually fall into five main categories:
All these reasons are great, so don’t hesitate to use them. But from a psychological standpoint, service calls are the most effective way to keep up with customers.
Saying thanks is nice, but it’s a response to something a customer has already done. Sales announcements or reminders are appreciated but can sometimes feel a bit “salesy”. On the other hand, service calls are proactive—you’re offering something valuable with no strings attached. And that can have a big payoff for you and your store.
First, service calls help ensure your customer is truly happy. While customers might voice big concerns, they often won’t mention smaller ones. So, they “settle,” and you may never know they weren’t completely satisfied. When friends ask them about their jewelry, they’re less enthusiastic than they could be.
A service call gives them a chance to share feedback in a no-pressure situation. If they have any hesitations, you can address them, turning a lukewarm customer into a loyal advocate for your business.
Another plus? Service calls help boost your store’s reputation and expand your reach. Every piece of jewelry you sell is a walking advertisement for your brand. After a few months of wear, that initial just-out-of-the-showroom sparkle may have dulled. Offering to clean and polish a piece back to “like new” can spark a fresh round of compliments about the beauty of your client’s piece —and new conversations about your store.
The most obvious benefit of service follow-ups is that they give your customers a reason to return. You’re focusing on service, not sales, but sometimes the best way to make a sale is by building that relationship. Think of ways to weave in subtle reminders: Maybe a quick comment like, “Is your holiday gift list starting to grow?” or, “Just when you’ve recovered from the summer, Christmas feels like it's right around the corner!” These gentle nudges can remind them they’ll need a gift soon—and that your store is the perfect place to find it.
One important note: Don’t turn a service call into a sales pitch. Unless the customer asks, avoid slipping in suggestions. Save those for when they’re already in the store.
Follow-up is a crucial part of your marketing strategy, and you don’t want to miss any opportunity to connect. While every reason to follow up is valid, exceptional service should be your top priority. At the very least, you’ll help your customers enjoy their jewelry’s sparkle and show them you genuinely care. That level of service often leads to repeat business and new sales down the line.
