CUSTOMER SERVICE: WHO IS TEACHING IT?

What is customer service? Is it “I know it when I see it”, or “Treat people like you would want to be treated”? How about “Going the extra mile to satisfy the customer, even if you think they are wrong and you are right”? What if you know that they are wrong?

There have been many studies on this subject. There are also annual awards for the best customer service. For example, Wachovia Corp. has been recognized as giving the best customer service among financial institutions. Ritz Carleton Hotels has been held out as the standard for customer service in the hospitality industry. Likewise, Nordstroms has been recognized in the retailing industry.

Maybe we should get even more basic in order to answer the question? Let’s talk about your everyday events such as going to a fast food restaurant, the “big box” retailer or the convenience store or the movie theater.

I walked up to a fast food counter and started to give my order. The employee is asked a question by a co-worker and responds; ignoring me for the time being. The employee then walks away to help the co-worker. In about 30 seconds she comes back and takes my order, not saying she was sorry I had to wait. What is going on here? Should I have been ignored for 30 seconds, which is a lifetime in the world of fast food? Should the co-worker have interrupted my server while she had a customer? Could my server have said excuse me a moment while I help this other employee? Should I have a problem with this anyway? What is the big deal about 30 seconds?

Let’s take another example. I go to a “big box” electronics store to get service on my computer. The “techie” looks at the computer and says the problem is either 1 or 2. He asks if I have a service warranty with them. I don’t know so he sends me to the “customer service” counter (ten steps away from us) so the customer service person can look me up in their computer. While she is doing this, another employee comes to her and engages her in conversation. I have to wait while they finish their conversation. Then the phone rings and she answers it while the other customer service person just stands there!
I wait some more.

How about when I go to the convenience store to get a couple of items? I put them on the counter. The cashier rings it up; however I have to ask how much I owe as she just stood there. I give her the money; she takes it; all the while talking to another employee standing next to her. She doesn’t say thank you, she doesn’t make eye contact, and she doesn’t offer to put the items in a bag. I am basically left to fend for myself.

Finally, think about the movie theater. Think about standing in lines 8 and 10 people deep that move with a glacial pace. What is going on up there? The other night, the “customer service” person was talking to the person next to him. Thus, both lines suffered. You would think that the theaters could emphasize a little more speed to get people through the lines, especially when they make a big portion of their profit on refreshments.

Do I want to go back to any of these places? Not really. I didn’t feel appreciated at any of them.

Business owners, remember that your employees are the face of your business! Next, remember that you only get one chance to make a good first impression on the patron.
So, in addition to the technical training, shouldn’t you be sure to give them training in how to meet the customers? They need basic examples of everyday situations and how to react to these situations. When with a customer, that is where their complete attention should be directed. Other employees should not interrupt; but if necessary to interrupt, then permission should be asked of the customer. Phones should be answered by someone other than the front line person. Or, if it is necessary for the front line person to answer the phone, they should answer by saying they are with a customer, put the caller on hold or get a number and call them back.

So, what is the point of all this? I think we have a major problem on our hands in this country. We worry about becoming just a service economy but what if we can’t even give good service? What then? We have to get better at this. Can’t someone give our service people training in how to interact with the Customer?

I for one am going to go where the staff says hello, looks me in the eye, and takes care of my need as best they can. I am not going to go where I am ignored, not looked at and treated as an inconvenience. How about you?