I don't know about you, but bad customer service really gets my goat.
Being an interested party as far as service is concerned I thought I'd share my views on the subject and see what happens.
How many times have you stormed out of a shop vowing never to return because the prices were too high, the lights too bright, the carpet the wrong colour?
Exactly !
Compare that with how many times you've done the same because of poor customer service.
Need I go on?
Well obviously it's something I feel strongly about so I'm going to, brace yourself !
Approximately 2000 years ago someone formulated the perfect definition of good customer service, "Do unto others as you would have them do unto you" what a powerful concept !
Studies show that average customers spend a fortune over their lifetimes and yet stores continue to allow their staff to treat them with disdain, why is this?
Store managers are generally a pretty harassed group, they have innumerable calls on their time and though they might wish to provide excellent customer service they simply haven't got the time to spend on developing their staff.
What is the consequence for British retailing?
Stores are forced to compete on price alone, driving down margins and entering a viscous cycle of cost reductions, look at what's happening to one of our major retailers, consistently voted cheapest retailer the quality of their customer service has been going through the floor, is this because they don't care?
I don't think so.
Compare them with the leading retailer miles ahead of its competition because it's made a conscious decision to spend the money on customer service at the expense of prices, though x percent more expensive than their competitors they are currently wiping the floor with them, why?
And now we get to the fundamental truth "People want good service" of course some people are willing to sacrifice that for cheaper prices and there will always be a market for that but retailers who rely on them will see a shrinking marketplace as standards of living continue to increase.
Please, please, please oh you heads of multi-national companies, give us some respect and spend the money to improve your customers' shopping experience.
When you next sit down and discuss customer experience or consumer paths or whatever buzzwords you use to describe how you make your customers feel, put your selves in their shoes and ask, "how would I like to be treated?" then go forth and do unto others as you would have them do unto you !
Next time : The definition of excellent customer service
John Anslow
http://www.service-computers.com
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