In today’s competitive retail landscape, the importance of customer service cannot be overstated. 

Under the leadership of President Katie Kutsunis and retired CEO George Kutsunis, customer service has become a specialty at Four Seasons in Geneseo, Illinois. Their family-owned women’s apparel chain, with 63 years of history, exemplifies how prioritizing customer service can foster lasting relationships, drive business growth, and establish a competitive advantage.

Read on to learn about eight practical ways to improve your customer service in your retail store. 

1. Build Long-Term Customer Relationships Through Personal Connection

Four Seasons is a multi-generational business with customers who have been supporting them for over 20 years. How did they maintain these relationships? With genuine customer connections. Through decades of personal attention, remembering customers’ preferences, and treating each person as an individual, they’ve garnered a type of loyalty that customers can’t get anywhere else.

To build long-term relationships in your retail business, focus on training your staff to remember the names and purchase histories of regular customers. Implementing a customer relationship management (CRM) system can make it easier to track and act on those personal touches. 

Knowing these small but meaningful details shows customers they’re seen and appreciated, which builds loyalty and encourages word-of-mouth referrals.

2. Create Welcoming Environments That Encourage Engagement

At Four Seasons, the importance of customer service begins the second a customer walks in. Katie’s team makes a conscious effort to make every guest feel acknowledged as soon as they come through the door. That warm greeting sets the tone, signaling to customers that they’re valued members of the store’s extended family.

This philosophy is rooted in decades of retail experience and a deep-seated trust in the community. The staff is trained to recognize when a customer needs support, whether it’s offering a genuine “hello” or noticing when someone might need help finding a size or style. These small, seemingly simple acts are the foundation of the importance of customer service in retail.

To create a similarly inviting environment, start by training your team to be fully present and engaged. You can encourage your staff to:

• Make eye contact with customers: Maintaining eye contact is one of the most effective ways to make a customer feel seen and valued.
• Have natural conversations: Engage customers in authentic, relaxed conversations that put them at ease.
• Be attentive to customer needs: Pay close attention to what your customers are saying and responding to. Anticipate their needs, offer thoughtful suggestions, and proactively solve problems. 

Then, layer in clear engagement protocols so your staff always knows how to step in with confidence, without overwhelming the customer. For example, designate one team member as a greeter during peak hours, set a standard for checking in with waiting customers every five minutes, or empower staff to offer water or small samples during delays. When your customers feel seen and supported from the outset, they’re far more likely to return.

3. Provide Attentive Fitting Room Service

The fitting room can make or break a clothing retail experience, but Four Seasons has transformed it into one of its standout strengths. Katie described how their team stays close by, ready to bring new sizes or offer input, so customers don’t have to get dressed again just to seek help. 

By having knowledgeable sales specialists who remain attentive during try-ons, Four Seasons makes customers feel supported and confident. That kind of proactive service removes frustration, improves satisfaction, and makes it easier for customers to say “yes” to what best suits them.

To adopt this model, retailers should train their staff to check in without hovering, offer honest yet kind feedback, and respond promptly to requests. The importance of customer service in retail is especially clear in the fitting room, where thoughtful support directly leads to happier customers and more sales.

4. Maintaining Honest Communication and Trust

At Four Seasons, honesty is a cornerstone of their brand. Katie emphasized that their team doesn’t work on commission, which means employees can be fully honest with a customer about what works and what doesn’t. If a piece doesn’t flatter or fit properly, they’ll say so and help the shopper find something that suits them better. 

Retailers looking to improve trust with their customers should start by teaching staff that it’s okay to walk away from a sale if it isn’t right for the shopper. When you prioritize long-term relationships over short-term wins, the result is a loyal customer base that genuinely believes in your brand.

5. Go Above and Beyond with Problem Resolution

The importance of customer service is most visible when things don’t go as planned. Katie shared how Four Seasons handles complaints with empathy and patience, starting by letting customers share their frustrations without interruption. From there, the team steps in to resolve the issue, often turning a negative moment into a training moment. 

Katie described these situations as growth opportunities that build trust and demonstrate to customers that their concerns are taken seriously and addressed.

As a retailer, you can follow suit by providing your team with the tools to respond confidently and kindly to challenging situations. Here’s how:

• Develop clear resolution protocols: Equip your team with step-by-step guidelines for handling customer complaints or frustrations. These protocols should include instructions on how to de-escalate tense moments, when to involve a manager, and procedures for following up after an issue is resolved. 
• Train for active listening: Active listening involves focusing on the customer, maintaining eye contact, and validating their emotions without jumping to defend or explain. Roleplay common scenarios so staff can practice responding with empathy and patience, starting by simply letting customers vent without interruption. 
• Empower staff to make things right: Give employees the authority to solve problems on the spot when possible. Empowering your team to act quickly shows customers that their experience matters. 

That kind of thoughtful problem-solving reinforces the importance of customer service and is a valuable retail skill.

6. Leverage Technology to Enhance Personal Service

Technology and personal service don’t have to compete; they can work in harmony. Four Seasons utilizes a multi-location inventory system that enables their teams to source items from any of their six stores. Katie explained how this allows them to fulfill customer requests within a day or two, even when a product isn’t in stock at a specific location. Customers love it, and it reinforces the store’s reliability and resourcefulness.

This is a prime example of how the importance of customer service is amplified when tech is used strategically. The goal isn’t to replace human interaction; it’s to empower it.

Retail managers and owners should explore tools like CRM systems, mobile checkout, and cross-location inventory search platforms that let associates stay focused on the customer while offering faster, more informed assistance. When used correctly, technology becomes an extension of personal service.

7. Implement Strategic Marketing That Supports Customer Service

Four Seasons’ customer service is seen through every channel, including marketing. Their authentic social media content reflects the honesty that customers experience in-store. Katie spoke about posting videos that feature real bodies and give styling tips, rather than trying to “sell” in the traditional sense.

That transparency resonates deeply with customers and strengthens the store’s brand. It’s a masterclass in using marketing to reinforce the in-person customer service.

Retailers can adopt this strategy by aligning their marketing with their in-store values. Use social media to educate, inspire, and connect with your audience. When your messaging matches your service, customers know exactly what kind of experience to expect.

8. Create a Culture of Continuous Improvement

One of the clearest takeaways from Four Seasons’ long-term success is its relentless focus on listening to and adapting to its customers’ needs. Katie shared how she and her father regularly visit stores to have real conversations with customers and staff. That hands-on approach allows them to always evolve based on actual feedback.

This ongoing loop of listening, learning, and improving is a powerful example of how the importance of customer service must grow with your customer base.

Follow suit by establishing feedback loops through comment cards or direct conversations. Use those insights to guide staff training and adapt your service model. When your entire team is focused on growth and learning, the result is a store culture that stays relevant and deeply connected to its customers.

Conclusion

The story of Four Seasons demonstrates that exceptional customer service is all about creating a culture where every interaction is an opportunity to build lasting relationships. After 63 years in business, this family-owned retailer has proven that the importance of customer service extends beyond individual transactions to encompass the entire customer experience.

The strategies employed by Four Seasons provide a roadmap for every retailer seeking to build sustainable competitive advantages. The lesson is clear: in a world of endless options, exceptional customer service remains the ultimate differentiator.

Want to learn more about other Illinois retail leaders? Read inspiring stories from retailers across Illinois who are making a difference.

If you loved learning about the story of Four Seasons and know a retailer who deserves recognition, Nominate A Retailer to submit your nomination!