Building a legacy through customer service excellence

There is only one brand that we can think of when we hear the promise, “We’ve got it all for you.” – and that is unmistakably SM.

This unique brand proposition is the legacy of this retail giant - simple yet powerful statement, encapsulating not just the wide array of products and services that have made SM Store a household name in the Philippines and abroad but also the unique experience it provides to all patrons over the decades.

Through the years, SM Store has redefined what it means to provide a uniquely Filipino brand of customer service, one that emphasizes respect, care, and a deep understanding of its customers. This focus on customer experience is the raison d’etre behind its reputation as one of the most trusted and beloved brands in the country and in some parts of the world where it operates.

Customer-centricity: The heart of SM Store’s brand

At the core of SM Store’s success and its much-vaunted legacy is its steadfast commitment to customer-centricity. For one, its brand of customer service revolves around its relentless pursuit of “going beyond the usual” a mantra that drives the company to consistently exceed customer expectations. This approach is deeply embedded in the company’s soul and culture, making customers front and center in its value chain – for every decision, every interaction, and every initiative, the customer is always first and foremost.

What sets SM apart is that the company’s customer service places so much importance to its Filipinoness – most especially how it is deeply connected to Filipino values. Its employees, most importantly its frontliners, embody the traits of being respectful, resourceful, hardworking, and passionate – core values that are distinctly Filipino. And you feel these values right away when you enter any of its stores – shining through in every interaction, whether it’s greeting a customer with a warm smile, assisting them in finding the perfect product, or ensuring a seamless checkout experience. Indeed, this level of care and attention to detail truly reflects the Filipino spirit of “malasakit,” or compassion – a cornerstone of the brand’s service philosophy.

Thus, SM Store is not just about the product offerings, services and promotional events where people gravitate – its brand promise is an environment where customers feel valued, cared for, and understood. This commitment to customer satisfaction has enabled the company to build lasting relationships with its shoppers, ensuring that they return time and time again.

A cut above the rest

SM Store’s customer service stands out from the competition due to several key factors. For one, it emphasizes personalized service. This level of personalization that provides a caring human touch and experience is ingrained to its employees who go above and beyond to make every shopping experience not just unique but also enjoyable. Whether it is providing product recommendations, offering shopping assistance, or simply engaging in friendly conversation, SM Store frontliners ensure that every customer feels cared for and appreciated.

By integrating services like the Personal Shopper, who assists with online shopping and delivers items the same day, SM Store offers modern consumers the flexibility they demand. Combined with SMAC & Shop’s member-only perks, discounts, and freebies, the customer experience becomes even more rewarding. The SMAC loyalty program adds to the positive experience as it fosters customer loyalty with exclusive rewards and discounts, creating a sense of community and encouraging repeat purchases. This cohesive approach enhances the overall shopping experience, meeting the needs of today’s discerning customers across all touchpoints.

Moreover, SM Store’s customer centric policies demonstrate its responsiveness to evolving customer needs. From flexible payment options to ecofriendly initiatives like SM Green Finds, the company has stayed ahead of industry transformations, driven by technology and changing customer behaviors.

Instilling a culture of service excellence

While some companies may be engaged in lip-service infinitives in their customer service programming, SM Store’s customer service strategy is not a one-time effort. It is a deeply ingrained culture that is nurtured and reinforced across all levels of the organization. From the moment an employee joins the company, they undergo comprehensive training that equips them with the skills and knowledge to deliver exceptional service. This includes training on attentive service, understanding customer needs, and mastering store processes and procedures.

Beyond the initial onboarding, the company emphasizes continuous learning and development among its employees. For instance, employees must complete a set number of training hours each year to enhance their customer service skills and sales techniques. This steadfast commitment to education ensures that employees are always, ready to meet customers’ ever-changing demands.

Leadership also plays a significant role in developing and promoting a culture of service excellence. SM Store managers undergo leadership development programs that include customer-focused modules. These programs empower managers to lead by example, modeling the service values they expect from their teams. This top-down approach creates a consistent and cohesive service culture throughout the organization, ensuring that every customer interaction reflects the SM standard of excellence.

To motivate staff, the company rewards employees who consistently deliver outstanding customer service. Whether through public recognition, personalized certificates, or inclusion in the annual performance appraisal, exceptional employees are celebrated for their contributions. This does not only motivate employees to strive for excellence but also creates a positive work environment where customer service is valued and prioritized.

Innovations in customer experience

As consumer expectations evolve, SM Store remains at the forefront of innovation, constantly enhancing its customer service offerings to stay ahead of the curve. One key innovation is the introduction of the Personal Shopper service which allows customers to shop from the comfort of their homes, with a dedicated personal shopping assistant guiding them through the process. Through this service, orders can be delivered the same day, providing unparalleled convenience and elevating the overall shopping experience much to the delight of patrons and customers.

SM Store has also integrated social spaces within its retail environment to enhance customer experience. For example, the inclusion of Coffee Bean and Tea Leaf outlets within SM Stores has created a social hub where customers can relax, gather, and share their shopping experiences. This unique offering sets SM Store apart from its competitors.

For its loyal customers, the Prestige Lounge offers a luxurious and personalized environment that goes beyond standard shopping. This exclusive space fosters stronger relationships with members and elevates the brand’s prestige.

Looking forward

SM Store’s commitment to exceptional customer service continues to evolve as the company adapts to new consumer behaviors and leverages technology. Plans are in place to further enhance employee training, ensuring that staff across all channels- in-store and online – provide consistently excellent service.

Indeed, SM Store’s legacy is built not only on its wide array of products and offerings but also on its unparalleled commitment to customer service. By focusing on personalized service, creating a seamless omni-channel experience, and fostering a culture of service excellence, SM Store has secured its position as a beloved and trusted brand in the Philippines. As it continues to innovate and adapt to the changing retail landscape, it’s brand of customer service will remain a powerful tool in advancing its legacy, brand, and reputation.

In a world where consumer expectations are constantly evolving, SM Store’s dedication to providing a uniquely Filipino brand of customer service ensures that it will continue to thrive and resonate with customers for generations to come.

*Dr. Ron F. Jabal, APR, is the CEO of PAGEONE Group (www.pageonegroup.ph)  (www.pageonegroup.ph)  and the founder and president  of the Reputation Management Association of the Philippines (www.rmap.org.ph). Please correspond to [email protected] or [email protected]