THE most important person in the business is your ‘greeter’. This is customer service 101. This is what we learned 40 years ago in great detail – you are the face of the business and reflect the business and first impressions are paramount so smile, be helpful, always keep busy, if you don’t know the answer ask someone, but above all be pleasant.
I was at JB HiFi in Maroochydore yesterday and the young lady behind the counter was on her own, answering the phone, serving customers and other staff were giving her work –she was amazing – so pleasant, so helpful, nothing too much trouble, groomed beautifully and didn’t bat an eyelid at the stress. I offered to wait, no she said, its fine – and you know what – I was the WORST type of customer – I was there for a refund WITHOUT a receipt! I would totally have been ok if she couldn’t help me but I had the date of purchase, she looked it up, found it, refunded it and was a delight the whole time. I have found anytime I go into this particular shop though the service is always great – they welcome you on arrival, always help if you need anything – and know their products.
I believe it comes from the top down – from the Owner, or Upper Management. I used to sell advertising in North Queensland and my area was Cairns in the north of Queensland, to Rockhampton in the South and out to Mt Isa in the West so I travelled many miles. Because I was visiting so many businesses and being a keen observer, it was hard not to notice when things could be improved or alternatively when business was doing well and you could tell if the owner had a big presence in the business. Over the years it gave me a fantastic insight into businesses, people and customer service.
One day I went to this business in Townsville and the girl was sooooo rude, I couldn’t believe it, I was a potential customer – everyone is – even if they are there on business! I asked if I could possibly see the owner for a moment to introduce myself as he had bought this product before from my predecessor. He came out and was sooooo rude – not just because he didn’t want to see me – he was actually really rude. It was so funny and that was my light bulb moment 30 years ago – whether the owner was socially awkward and so he hired people he could relate to, or if he genuinely had absolutely no idea of customer service, the result is the same –people will choose to go to his opposition as it is the more enjoyable experience.
If you have seen the Ab Fab skit at the Art Gallery you would have seen the receptionist as the ultimate ‘gatekeeper’. No-one is getting past her and she is looking down her nose at Patsy and Edwina who promptly and deservedly screech – ‘what’s your problem; you are only a shop assistant’. Not picking on any job at all, but in any position if you want sales, you need to be on your customers level and not be condescending at all, ever, never, not even once because that customer will NEVER come back.
In the 80’s there was a slogan about people spending money to advertise their business, and the line was – ‘but you already had me’. And in effect she was a customer, in the shop, had been treated poorly, and instead of looking after the customers you already have, you advertise for more – and you would have been better off training your staff.
If you go to Venice along the promenade you see the wait staff enticing you to come in to their restaurants. Once inside, they totally absorb you in their service, their fabulous food, and make sure your dining experience is unforgettable. I am not always convinced it is genuine but they do it so well that it doesn’t matter – there is nothing to fault and it is an enjoyable evening which is all you want – you would return.
It is not an ‘age’ thing either – I have been into places and the young staff are so engaging and switched on. I have also been into a place recently that I will forever boycott and the sales assistant was in her 40’s. Some is nature, some is nurture but a lot of it is the way they are trained and if the manager/owner has pride and loves their business, then the staff really will feel the same.
Caravan Parks and Motels are the ones I find the hardest to fathom. Good management and staff here are deal breakers. There is usually more than one motel/park/hotel in the town so you do get to choose their opposition next time you pass through. So why some people go into this ‘people’ business is beyond me – they obviously HATE people – their enjoyment level is NIL and yet they are forced to meet and greet people all day – WHY are they still there – just to upset travelers?? And again on the other hand I have met the most fabulous and delightful owners who have made my trips that much more enjoyable and of course I will tell everyone and then return next time.
And before you think I am a wowser I am not, I truly appreciate good service and I will be the first to comment to a staff member or their boss on our wonderful experience or pass on good feedback, but I do hate to get ‘dudded’ by bad service and most people feel the same way.
Regardless of the reason, it is the ONE most important thing you can do for your business. Train the staff, take them out to a GREAT business to show them how it’s done, meet weekly and give one thing you want everyone to focus on eg just say “how is your day going”, have a staff incentive for the best customer service for the month, compliment, train, and most importantly instill pride in your employees and they will always be your best advocates and it will show – your customers will return again and again and refer others.
