Because I’ve been the ‘stay at home’ Dad lately, I’ve been doing a lot of the day to day shopping, and as a result, inspiration for my
rants blogs have had a common theme. Sorry about that. This one had been rolling around in the ‘draft’ bucket for some time, since it keeps coming across as really preachy and not ‘light’, breaking my first rule of blogging.
Anyway, with all that rambling and apologizing, here goes…
We all have horror stories about lousy customer service.
I spent some time in the Customer Service world, initially in the hotel business, then in sales and working with retail stores. I don’t know if this qualifies me as an expert; in fact, anyone who ever sat in a restaurant or bought something at a store is as much an expert on the topic.
You’d think that given the poor economy, businesses would make a special effort at trying to improve the customer experience. You’d think. The economic slow down has not only not improved customer service, but it’s also made the average shopper a lot less patient.
We, the almighty discretionary spenders, have short fuses, expect more for our dollars, and demand a better interaction with staff. We’re not looking for perfection – even mediocre service is often considered acceptable, so it shouldn’t be that hard to please us.
So, why is it that we’re regularly met with apathetic, un-knowledgeable, and downright stupid retail and service experiences?
I had an awful experience at a major retail store which is now closed, not surprisingly.
It was just before Christmas, and I was out shopping with my wife and 2 kids who were young, but school-aged. While in the store, I saw some small gift items that I decided to purchase for my staff as Christmas gifts. I’m such as swell guy!
this particular store was in a mall, but was one of those large anchor stores that had multiple floors – quite large.
I needed a number of these gifts – too many to carry, so along with the stuff we were already buying and towing two kids behind, I needed to get a shopping cart or basket of some kind. I headed over to one of the entrances where they corralled the carts. Keep in mind that this was a fully enclosed store, and shopping carts would not fit through the exit barricades.
When I got to the shopping cart area, I found that they required money to ‘unlock’ them.
The idea behind forcing customers to ‘rent’ shopping carts so we can buy things in a store, just so they can ensure the carts are put back is a whole other blog, and one of the stupidest things ever invented. The really ridiculous thing about this was that the carts in this particular store couldn’t physically be taken out in the first place, so why would they need a quarter for me to get one?
I reached into my pocket and found out that I only had 3 dimes. My wife didn’t have any change either. In fact, we had no other cash with us at all, planning to use debit cards for our purchases.
Now I had to stand in line at the only cashier aisle that was open – there were 4 aisles, but only one cashier on duty, another issue with lousy service. By this time my patience was wearing thin, my wife had this look like ‘please don’t make a scene’, and the kids were starting to get fidgety. Fidgety kids are bad!
Finally, I got to the cashier, and told her that I needed to exchange 3 dimes for a quarter (and an nickel) for the shopping carts that shouldn’t require any money in the first place.
“Oh, our carts require a Looney“.
For those of you not from Canada, a Looney is our $1 coin, which replaced the $1 bill a while ago. It’s called the ‘Looney’ because it has the image of a Loon on it.
Exasperated, I gave her a look like I was about to go postal. The elderly couple who had just made their purchase and were picking up their parcels offered me a Looney.
“No, thank you“, I politely said. “I want the store to get me a shopping cart, so I can buy things from them“, loudly enough for everyone within a 100 yard radius to hear.
The young lady at the cash register was starting to look nervous.
I turned my attention back to her. “I don’t have a dollar. I want you to give me a shopping cart so I can put things in it. That’s not too much to ask, is it?”
I did feel for her – it wasn’t her fault, and I was trying hard not to blame her.
“Customer Service can unlock them for you, if you like“. Okay, then. Now we’re getting somewhere.
“Good. Get Customer Service to unlock one for me, then“.
“You’ll have to go and ask them to do it for you“.
“I have to go ask them?” I was furious by this point. Normal people would have just walked out of the store, but as you probably know by now, I’m not normal. I had an axe to grind. “Where is Customer Service, then?“
“The Customer Service desk is up on the second floor, at the far end of the store“.
Insert an appropriate expletive here.
Let me summarize; I went to the store to buy things. I needed a cart, but the store had them locked up, and were charging money for me to ‘borrow’ one – one that could not possibly leave the store anyway. Then, after having to stand in line to get change, finding out that I was lacking the cash on hand, I was then forced to leave everything, go up the escalator to the complete opposite side of the store just to ask for a cart.
What would you do?
There’s an old marketing rule that explains the economics of customers; It costs 7 times more to get a new customer than it does to keep the customers you already have. That means that losing a customer costs you big time. Keeping a customer is dirt cheap.
Here’s some free advice for business owners and managers that will easily and inexpensively help you keep your customers, and grow your business – take it or leave it. I’m sure you all have many more ideas:
- Train your staff. We shouldn’t have to track down a store employee to ask a question, only to find out that they don’t work in that department, don’t have a key for that locked up display case, or don’t know enough about the products they sell. I had a business owner once tell me that they didn’t spend time training their staff because the turn-over rate was too high. So, in essence, he was saying he didn’t train his staff because they might leave. What if he never trained them but they stayed?
- Empower your staff. Make each employee the manager of the moment. Give them the power to make things right with the customer if there’s a complaint. Don’t make us wait for the manager all the time.
- Hire the attitude, train the skill. Almost everyone can learn how to run a cash register. That’s a trainable skill. What you can’t train is the attitude of the employee. Find people who want to work with people, who have an upbeat attitude and have a passion for their work. You can train everything else they need for the job.
- Make it easy to shop. Hand out baskets or carts when customers arrive. Why do you think Walmart is so successful? They hand you a shopping cart as soon as you walk through the doors. Make your staff park away from the store front – give the premium spots to the customers.
- Improve your image. Keep aisles open and uncluttered, replace burned out bulbs, keep the business clean. By the way – vacuuming at the end of the day, while customers are still shopping is just rude. Stop it! Enforce appropriate, consistent attire for your staff, and for Pete’s sake, don’t let them stand outside the front doors on their smoke break!
- Stock and Price your products. Few things are more frustrating than finding an item, but having no idea how much it costs, or not finding an advertized item at all. A major US grocer did a study on abandoned shopping carts – carts that had items in them but the shopper left the store. They looked at where the carts were abandoned in the store. There were 2 main reasons people walked out; 1- the item they were looking for was out of stock, and 2 – the items were not priced.
- Be a gracious host. Think of every shopper as a guest in your own home. Say ‘Hello’ and ‘Goodbye’. Offer a welcoming environment. In restaurants, offer water or coffee, give them the menus and ask if they would like anything to start while they’re deciding. When they’re finished, thank them for their business.
- Hurry up! Don’t ever make people wait to give you money. Speed up the cash lines, or get back to the table in a restaurant to pick up the check payment – once people have made their purchase decision, or have eaten their meals, they want to leave. Don’t make them wait.
- Follow up. If you sell big ticket items like furniture or appliances, send a thank you note to your customer. They sell thank you cards in bulk at the dollar store. We purchased custom made furniture for our house that cost thousands of dollars – no follow up, no thank you note, no anything. At the same time, we bought an inexpensive coffee table from another place and got a nice letter in the mail thanking us, and a discount coupon for our next visit.
I think you’d agree that these are simple enough to do.
Now that I’ve had my little rant about service personnel (mostly management), I have to point out how poorly we, the customers, treat the front-line workers. We too often treat these hard working people as ‘non-humans’ with angry rants, rude conduct, and complete disrespect.
At what point did it become okay to treat other human beings like pieces of garbage?
I was waiting in a service center, where they rented vehicles. A man and his wife came in from the pouring rain, to be greeted by a nice, young, very pregnant woman behind the counter. Turns out, the man booked a rental, but at the wrong location, and had to now drive about 20 miles to the other location. It was completely his fault, but he was so angry, that he threatened to kill the lady behind the counter if he drove all that way and his rental wasn’t available. She handled the situation like a pro, though.
Anyone who calls themselves a good person, then treats a service worker like a piece of trash is a hypocrite, and needs to have their moral compass realigned. I’m sure there’s a lot of you out there who would like to do the realigning.
How about we all treat each other a little better. Your waiter, server, customer service rep, cashier, or whatever, has their own share of junk going on in their lives. Let’s give them a break if they forget to bring the glass of water you ordered, for Pete’s sake – it’s not the apocalypse.
For the service staff, and in particular, the service management, think from the perspective of the customer more often. Make notes of what bugs you when you are being served less than professionally, then adopt the fix in your own work environment. Conduct business with the focus on the 98% of the great customers, and not on the 2% that will rip you off.
Maybe then we’d all relax and enjoy work and play a bit more. We could all use a huge dose of that, right?
Sorry about the rant – sometimes you just can’t avoid it.
Oh, by the way, I did end up buying the Christmas items, but I wrote a very direct note to the executive of the company. I never did hear back from them, though.