Getting Back to Basics: A Customer Service Tale
If your company is really about customer service, you do not want to stop providing service to customers just because they decide not to do business with you..
One hot summer day my daughter and I ventured to our local craft store with
one mission in mind – purchase velvet covered coloring panels called fuzzy
boards. Little did we know this simple trip would turn into such an
adventure.
The store advertised the boards on sale and offered a 40% discount coupon.
My daughter excitedly selected two boards however I noticed different
manufacturers produced them, so I asked her to select an extra board just in
case both were not on sale. She did, and we proceeded to the cashier. With a
half hour until closing, we eagerly approached the only open register,
behind which stood two young women. This is when the adventure began, and
things took a turn for the worse.
We saw two store clerks at the check out. Seated on the floor was one
associate who faced the cashier line and the other, the cashier, did not
which made it impossible for her to be aware of approaching customers. When
she saw us, the associate on the floor did cease her end of the conversation
and told the cashier she had customers. Unfortunately, the cashier ignored
this information because it took her a minute before she turned and greeted
us with “Oh, I'm sorry.” I’m not sure exactly what she apologized for
because she then proceeded to continue her conversation.
I told the cashier we needed to know if all of the items were on sale.
Although she acknowledged the request, she still continued talking to the
other associate and proceeded to scan all of the items for purchase. When I
pointed out her error her response was “Oh, okay, sorry,” and once again she
resumed her conversation. She clearly was not present – her mind was engaged
and committed elsewhere. Her actions communicated her conversation was far
more important than this sale.
The cashier did one final thing that was the final straw. After the correct
total was tallied, my daughter handed the cashier a 40% off store coupon.
The cashier took it and immediately threw the coupon away, turned to us with
a smile and told us our total. At this point, I thought I was in the
twilight zone or on some really bad reality show.
When I asked why the coupon was thrown away, she explained the coupon was
only valid on regularly priced items. After a very deep breath, I proceeded
to share a few ideas. First, I stated when she threw the coupon away, we
were unclear why. I explained an explanation of her actions would have
avoided any misunderstandings or ill will. She apologized once again, and
said she understood and agreed. Second, I stated her inattentiveness during
the transaction was inappropriate and did not make us feel like the valued
customers we are. Finally, I said during business hours it is best to remain
focused on the most important component to retail success, customers.
Personal conversations are best left for discussion after hours. Her
associate must have agreed, too, because at this point she turned and walked
way.
This shopping excursion caused me to pause and think all service providers
must always exhibit certain basic behaviors - customer service basics. Here
are a few:
Basic Rule #1 – Acknowledge Customers
How many times have you walked in a store and you weren’t acknowledged? How
did you feel? I can’t tell you how many times I’ve witnessed service
providers who take personal phone calls (or worse answer their cell), speak
to other co-workers regarding non-urgent matters, or who simply walk away
without explanation. Basic customer service requires an acknowledgement as
soon a customer enters your establishment – whether you will be ready to
provide service in one minute or twenty. An acknowledgement says “I’m glad
to see you and value your business. We will help you as soon as possible.
Thank you for your patience.” A little appreciation goes a long way,
especially if at the time you find yourself short handed. As soon as you see
customers…acknowledge them. Although this sounds obvious, it simply just
isn’t practiced as it should.
Basic Rule #2 – Be Present and Listen
When assisting customers, it is important to always be “present.” Being
present required you to be in the moment ready to provide your customer with
your full, undivided attention from start to finish. It is imperative
customer’s always feel important and the center of attention. To accomplish
this you must remain fully focused.
Active listening is a critical component of any customer interaction. This
is a big difference between hearing and listening. Hearing is the perception
of sound. Active listening requires us to hear, interpret, and then take
action. Active listening empowers us to consistently provide our customers
exactly what they need.
Basic Rule #3 – Explain Your Plan
Customers need to know and want to understand the reason for your plan of
action. Many times I have returned an item only to have the clerk shove a
form and pen in front of me without so much as a please or explanation. As
if I should be know what they want from me. Always clearly explain each step
and the reason for your request.
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