Customer service is so important in retail.
Firstly, let me explain that I have a background in retail – I worked in retail (a fashion outlet) and was the Marketing Manager of two big shopping centres about 30 years ago. Later, I was a secret shopper, where I was assessing the customer service skills of retail outlets. I’ve also been involved in teaching retail and a raft of other skills. I’ve always automatically made judgements about people “behind the counter” in retail/shops. Mostly I do nothing but shake my head.
Photo from Unsplash
I know how important it is to have a good impression of a retail outlet – whether you are going to shop or just wander around, it is essential that the staff welcome you and endeavour to help you spend your money. I’m not suggesting they need to be pushy, but in a subtle way help you make a purchase.
I’ve just been into two retail outlets. One was a post office and the other a liquor shop. At the post office, I was just collecting mail for the folk for whom I am house sitting. The person behind the counter had a blank expression on his face and was far from welcoming. He didn’t make eye contact and didn’t smile. Perhaps I interrupted whatever he was doing in the little office in the shop. In fact, I don’t recall that he even spoke to me. I told him I was there to collect mail – there was a blue card suggesting there was more mail. Oh, well. I probably didn’t look like I was going to spend any money there, so I was unimportant!
Oh, the Bottle Shop
The bottle shop was next door, and because I had never been there, thought I’d check it out. The bloke behind the counter was doing something on the computer. He raised his head a little and said “hello” in a most disinterested manner.
It was not a particularly interestingly set-out shop, and I walked around seeking out my favourite drink. He never made contact with me or offered to assist me. I was in the shop for around 5 minutes and walked out. Other customers had come in, and I saw him walk to the rear of the shop.
Now, I may have bought some wine. I found my favourite drink, but as it is Monday and I am trying to keep my drinking to the weekend, I was not in a hurry to spend. But, I might have.
I walked out thinking that I am unlikely to return. I’ll probably go to a more friendly store. Same as the post office. I might have to go back there and get more mail, but I am unlikely to bother with it. I wonder how many other folk feel the same way about unfriendly staff behind the counter.
Customer service is so important. Some people should not be in retail!
At least smile, acknowledge and welcome your potential shopper.
