“Good customer service means having thorough knowledge of your inventory, experience with your products, and being able to help customers make the best choices for them.” Job Search
An episode of what can only be described as bad customer service went viral earlier this week when a Customer Service representative for an internet provider, put a customer through phone hell by seeming to refused his request to stop his internet service. Some reports indicated that the representative was simply carrying out the company’s instructions.
In my line of work most of the jobs my clients are likely to get will be in retail with a strong emphasis on customer service. This got me thinking about my personal experience of customer service and how that translates into working with my clients to ensure they have the skills and attributes to successfully compete for jobs in this sector.
One morning, a few years ago, I stepped into a branch of one of Britain’s leading supermarkets in the Media Village in West London. I was one on of my many diets – this time, the South Beach – and Phase II demanded copious amounts of grapefruit. A quick scan of the fruit & veg section showed a distinct lack of the yellow balls so I asked an assistant. I was met with a confused, furrow-browed stare. In the end he got the Manager to help sort it all out. Here’s what happened.
Me: “Do you have any grapefruit in the stockroom?”
Manager: (Puzzled look)
Me: “Grapefruit. Shaped like an orange, but yellow?”
Manager: “Oh, I see! No, madam, there is grape which is a fruit but no such thing as grapefruit.”
I made my excuses and left.
This incident came into sharp focus this week as I helped a client tweak their CV to apply for a retail role. The target company waxed lyrical in its literature about competencies, skills and abilities it required from staff in order for them to deliver exemplary customer service.
Most of the big retailers have complex online applications where job seekers have to go through many hoops before even being allowed to get their mitts on the application form. When they do, and are successful, there’s an equally robust system of screenings followed by interviews and hopefully a job offer. This is all to be commended as any employer would want the best people working for them. However, sometimes when I visit a food or clothing retailer I’m absolutely convinced that something gets lost in translation between the employer’s expectations of its staff and the reality on the shop floor.
For example, in the last month I visited the same DIY store twice. The first time the Assistant brought his scanner round to my trolley and scanned each product. On the second visit the cashier couldn’t even bring herself to look at me, so interested was she in applying some sort of cream/ointment to the back of her hand. I had to lift everything out for her to scan and put them back again. On the company’s careers page on its website, under “What *** expect from you” was this: “The right attitude to deliver the best possible customer experience”. Zero out of two.
And it doesn’t stop there. Almost daily I visit a well-known sandwich and coffee establishment and can give you the names of four members of staff who will take your money, put your food and drink in a bag, give you change and yet keep up a running conversation with their workmate and never once look you in the eye. Also not forgetting the food retailers who employ staff with little or no knowledge of the products they stock and sell.
Of course if I’m getting this service so are my clients and some are at a loss as to how certain Customer Service Assistants actually get the role. Not an easy one to answer, but my role is to do all I can to ensure my client understands the requirements of each stage of interview and does well enough to get the job and ring that Job Start Bell.
Entrepreneur states that: “Good customer service is made, not born. Most companies find that employees require training to provide good customer service” and goes on to list four areas where employees can benefit from training.
With this in mind it might be useful for Managers and Human Resource specialists who write job descriptions to do a bit of floor walking to see if those on the ground actually do practice what those in the offices preach.