As part of our continuing coverage of the ICSC RECon 2014, Stacy Baker Stemen, Director of Marketing at Passco Companies, gives us her insider perspective for this edition of Counter Culture. Passco Companies will be at Booth C143 L at the Las Vegas ICSC RECon Convention May 18–20.

Customer service has changed.

It's easy to begin to believe that customer service is the responsibility of retailers alone, but in reality, it is a responsibility shared by a property owner and its tenants.

Retail owners today are faced with the challenge of ensuring outstanding customer service at their shopping centers.  Below are a few strategies that Passco has found useful in making excellent customer service a reality:

1) Work to understand a retailer's reputation, before signing a lease.
A retailer with poor customer service will quickly reflect poorly on a shopping center.  Take the time to ensure that each retailer that joins your center has strong customer service standards.

2) Ensure 5-star service from start to finish
From the moment a customer pulls into the parking lot, the shopping experience has begun.  It's important to put strategies in place that ensure a 5-star level of service throughout each customer's time at your center.

Services such as free valet at centers where parking is limited will make a lasting impression. In addition, going a step further to be sure that valet attendants are friendly and professional will elevate the level of service overall. 

3) Go above and beyond
The best retail owners are those who take customer service personally.  It's important to monitor each center, get to know each tenant, and find ways to take customer service above and beyond.

For example, if an owner or property manager is walking by a retailer and sees a line of customers out the door, they should step inside to see how they can help.  Gathering samples to hand out, or just speaking to the customers personally will reinforce that your center cares about excellent service.

Overall, customer service is an art and a necessity.  Amidst an increasingly non-personal and tech-based world, amazing customer service can make all the difference.