There’s an ancient Chinese saying: “To open a business is very easy; to keep it open is very difficult.” This couldn’t be truer in today’s age of instant gratification when companies like Amazon have built their reputations on getting orders filled and shipped almost instantly upon receipt. These companies have made it easy to shop in your pajamas in the middle of the night and receive confirmation, sometimes within seconds, that your order is being processed for shipment, with details to follow. Some internet-driven businesses are now employing online customer service teams ready to chat with customers 24/7.
In today’s business climate customers have many choices where and how to get the products they need, so companies — especially brick and mortar companies — need to promise and deliver such excellent service that clients would never think to look or shop elsewhere.
The old “service with a smile” motto is just the beginning. Besides expecting friendly service, customers today want to work with skilled professionals who know their stuff. Today in every industry, front-line greeters must be knowledgeable about all the products the company represents, whether it’s where to find the nuts and bolts in a hardware store to a restaurant’s menu items. To keep up with the demand for instant gratification they also need to provide the information or the service NOW!
Training staffers well, so that they understand everything they need to know about all the products and services a business offers, is one of the best investments a company can make. The time, effort, and dollars that go into a good employee training program should include lessons in the following:
- Product or menu knowledge. The more we teach our team members, the more respect they’ll get from customers. Everyone has been to a store or restaurant where employees pass the buck because they aren’t sure about what they sell. That’s a no-no for good customer service. The places we like to shop are the ones whose front-line teams are not just friendly, they also happen to know and understand the products and services they represent.
- Company knowledge. Every team member should know how the company got its start.
- How to listen and communicate. Customers today expect their service to include an employee hearing, understanding, and responding to their needs. For instance, I’m allergic to garlic, so when I go out to dine I always explain this fact and how important it is not to have my food co-mingled with other items that might be seasoned with garlic. I’ve been to places where a server nods his or her understanding, but then delivers a plate with either a garlic-laced garnish or accompanying dish that reeks of that noble flavor enhancement. Now, I’m of Italian descent. It’s already hard enough to say no to garlic. But it’s become a true health issue. I have to depend on a server to get that message to the kitchen staff.
- Problem-solving skills. Team members need to be able to think on their feet to find solutions, whether it’s the right answer to solve a problem, or just helping a customer find exactly what they know they need. Teaching team members to provide service-friendly solutions and empowering them to act on the solutions, within a certain set of limits, gives them a sense of ownership and allows them to go the extra mile to keep a customer satisfied.
Marshall Field’s built its business — many of us miss them — on the motto, “Give the customer what he/she wants.” Every staff person was fully trained and dedicated to their employer’s motto. If the store didn’t have a product the customer needed, they would order it and send it to the client.
While I know the writing on the wall says that shopping online is fast becoming an easy, convenient way to get what we need, I still consider this a last resort. I’m not alone. Many of us still prefer face-to-face shopping experiences in brick and mortar stores where the personnel really care about taking care of our needs and wants. I like to shop local and support those businesses that support my community. This is what brings me back to shop. How about you?
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