At the Westfield Shoppingtown malls, customer service makes a comeback with a flourish.
By MARK ALBRIGHT
Published July 21, 2004
After wandering the rain-swept lot at Westfield Shoppingtown Countryside for 20 minutes Tuesday, Donna Lacey was embarrassed to report she had forgotten where she had parked.
Mall concierge Janet Cheverton dispatched a security patrol to comb the lot while assuring Lacey it happens all the time. Then Cheverton walked Lacey to the found car and handed her a free Westfield umbrella and a miniature recorder so Lacey could dictate a reminder of her car's location next time she shops.
"I never expected this kind of attention," enthused the thankful Belleair Beach shopper. "It really pays to get lost here!"
At a time when more and more retailers are reverting to forms of self-service, one of the nation's biggest mall operators has poured $15-million into offering concierge service worthy of a five-star hotel.
Virtually all the big regional malls these days have essentially the same stores, reasoned executives at Westfield Group, the Australian company that owns 66 malls, including three in the Tampa Bay area. By ladling out memorable customer service, they hope to fashion their properties into a brand distinct from the rest.
The expanded service program began in April but is not yet offered every day. Westfield is still hiring staff to be able to provide the service more frequently.
For years, malls treated their information desks as profit centers that rent strollers and sell gift cards, as well as provide basic information services required of any venue where tens of thousands gather. Westfield sells gift cards but has shifted some of its events and promotions budget to pay for free strollers, Kiddie Kruiser pedal firetrucks and a host of new services and feel-good giveaways.
"We're doing this so shoppers stay longer, spend more and feel so good about the experience they come back. This is all about exceeding shopper expectations," said Westfield spokeswoman Catherine Dickey in explaining what Westfield calls its new "Wow" strategy.
Mall information desk staffs typically number a half dozen. Westfield is doubling the staffing levels this year at Citrus Park, Countryside and Brandon.
In addition, the clerks are being trained and empowered to offer Ritz-Carlton style services.
"If it's raining, we have free umbrellas. If people need dinner reservations, we'll make them. If shoppers are loaded down with packages, we have carryout assistance to the parking lot on our bellhop carts. If a child is upset, we've got free balloons and small snacks," said Tara Waterson, regional marketing director for Westfield.
Information desk clerks cannot just sit waiting for problems to solve. They are ordered to roam the mall in two-hour shifts during busy times, passing out warm fuzzies such as free bottled water, M&Ms and plush toys while searching for shoppers in need of assistance.
The roaming concierges have a shoulder bag filled with goodies to pass out, mall maps and red walkie-talkie/cell phones with a speed-dial number keyed in for every store.
Denise Andrews, a 44-year-old mother of two, was recruited from Sears to be senior concierge at the Brandon mall. She recently had to turn down a $5 tip from a shopper she helped who was trying to lug a decorative wall mirror from a store to the parking lot.
One of her Brandon mall colleagues drove an elderly shopper five miles home after she missed the last bus of the night and declined a free cab ride. Concierges also have access to a small "Wow Fund" to buy things such as a cup of coffee or a newspaper for a husband sitting bored while his wife shops.
"People are really surprised because they've never been treated like this in a mall," Andrews said.
The only downside she has seen: A few middle school boys wanted the helium-filled balloons to play tricks with their voices.
It's the first tiny glimmer of a revival of the customer service movement that was last in vogue in middle-market retailing a decade ago, but it remains to be seen if Westfield can stick with it year in and year out. The previous movement died after retailers discovered how much it costs to provide their employees with the necessary tools and decision-making power. Now, only a few high-end merchants such as Saks Fifth Avenue, Neiman Marcus and Nordstrom make the effort.
"This is not just about changing the information desk job description. We are changing our corporate culture," said Andrea Boitnott, general manager of the Countryside mall.
To reinforce the idea that they are "on stage" while working - a motivational tool created originally for workers at Disney theme parks - employees have a required daily work warmup session that includes a group pep talk. The session ends with their mall cheer. (At Citrus Park it's "Wow all the way. Wow everyday. Wow all the time. Wow on my mind. Go Westfield.") Needless to say, sourpusses and cynics are sorted out quickly.
"We're looking for someone who enjoys people and feels good about helping them," said Mary Ellen Norton, marketing director at Citrus Park who interviewed 20 candidates to find two people she hired.
