Customers are strange people. The second
thing most customers do (shopping being the first) is to complain. We complain
about the cost, the quality of the product, the horrible color with the perfect
fit, the perfect color with the hopeless fit, the ambiance of the store, the
other customers, the sales people who offer no help, the sales peoples who
offer too much help, the lack of stock, and sometimes even the friends we shop
with. Oh it goes on! Complaining could almost classify as a sport or
entertainment!
The production industry, however, has taken
this spirit (attitude) of complaining seriously and that is why we have
Customer Care, Service and Personnel. We, Indians, are known world-over for our
warm welcome and hospitality. Even as children, we have been taught to offer a
glass of water to any and every body that walks into our home. We seat our
guests and a few minutes later, serve tea whether they would like some or not.
We give them our undivided attention and when they leave, are sure that they
have enjoyed their brief or even surprise visit. Such is our heritage!
However, out in the market place, things
have changed a little bit. Constant yelling and display of emotions, a variety
of speech, undesired persuasion and uncalled for attitudes and actions mark most
shopping trips. ‘Guests’ have become complaining customers and ‘hosts’ have
turned into annoying or unhelpful shadows called sales personnel. I speak purely
as an amateur shopper and mere observer but the truth is that we still leave most
stores with plenty of bags, yet rarely do I remember tripping into a store and
enjoying the experience of just being there irrespective of whether I buy a
thing or not.
Much research has gone into the world of
customer service resulting in numerous customer care centers opening in most
major Indian cities where service is rendered largely via the use of a
telephone. But in regular shops, outdoor markets, shopping complexes, malls and
departmental stores, I believe we need to bring in and restore our culture of
hospitality and offer genuine care.
Maybe some basic suggestions would help all
of us develop our ability to care for customers and generally all people who
come our way:
- Say we don’t consider serving people as our job but instead a
voluntary act which actually wants what is the best for the other person.
A constant focus and check on our otherwise normally selfish attitudes
could bring a huge change to the way we serve people.
- If you think your smile, opening greeting and the warmth of
your welcome are all missed or wasted on your customer, you are wrong! The
first impression counts! They know they are going to enjoy checking out
this store. However, the first impression lasts only when the rest of the
personnel maintain the same spirit.
- Remain at an arm’s distance from your customers. Easy to reach
and within earshot to be able to assist. However, do not crowd them. They
don’t want you stepping on their heels, smelling their hair and badgering
them with your opinions when they would prefer to be left alone. Try not
to stress them out. Be sensitive!
- Can we go beyond the usual “Yes”, “No”, “I’m sorry” and their
likes? That is just what you are expected to say anyway. How about doing a
good and quick analysis of the situation or dilemma of the customer and
finding a few suitable alternatives for them to pursue? They will be
grateful!
- Soft spoken and easy customers should be handled delicately
while over assertive, boisterous and difficult ones require you to be
quick, sharp and firm. However, whatever the nature of the customer be,
genuine politeness and warmth should not be compromised upon. Put yourself
in the shoes of your customer, and remember, they all need help, except
ministered differently.
- Watch your “I’s” and “You’s”. The customer is always right is
what the customer always thinks. So when you speak “I” takes all the blame
while “You” gets all the assistance, compliments and goodness. Don’t allow
pride to come in the way of service! Therefore, lip service should also be
followed with active solutions.
- Focus on making your customer happy and not your boss. This can
be tough because promotions may not come easy. You need to decide for
yourself if the customer is more important than your pay check and status
or vice versa. However, if your attitude is that of service, you will
serve your boss when you serve your customers well.
I hope these basic tips are helpful though
this is by no means a comprehensive list. There are complete books written on
this topic from which we can all learn a lot, whether we are in the service
industry or not. One last thing to remember is not to take customer complaints
personally and make sure they do not affect your emotions, attitude or day.
Serving people brings with it a totally radical and yet wonderful sense of and
joy and fulfillment. Customer satisfaction can be your satisfaction; our
satisfaction!
Mercia Prince
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