Ask yourself. When was the last time that you were in a retail store and actually felt like they appreciated your business? Unfortunately, I think that it is a rare occurrence.
Before I start my rant, let me tell you a little about my background. I have been in the grocery industry for over 30 years. I have experience as a vendor, wholesaler, retailer, and of course consumer. I have worked in both a small “Mom and Pop” retail store as well as for a large national chain of supermarkets. Currently, I am the Director of Customer Service for a leading independently owned full-line wholesale grocery company servicing over 400 accounts in 8 states across the Ohio Valley and Southeastern U.S.
Today I visited three retail establishments: A locally owned grocery store, a general merchandise store, and a “Super Center” store. Each store was different in the items that they sold, but they all had one thing in common, poor customer service. In both the locally owned store and the “Super Center”, the only interaction I had with their employees was at the checkout counter. Neither cashier spoke to me other than to tell me the total of my purchase. The service was only slightly better at the general merchandise store, because the cashier was friendly and thanked me for my business. Not a single employee at of any of the retail stores greeted me, or asked me if I needed any assistance.
What has happened to customer service in retail? When I started my career in the grocery industry, customer service was instilled into us as part of our orientation training. Every customer that you passed, was to be greeted with a smile, and asked if they needed help with anything. If the customer asked where something was, the employee was to take them to the product. This action alone helps to increase sales with the added benefit of increased customer satisfaction. In most cases, customers will buy more if an employee takes the time to help them find the product that they are seeking..
Customer / Employee interaction is the most vital part of customer service. Positive interaction begins by greeting customers as they enter the store, and should end with a friendly transaction at the checkout lane. The checkout experience is often the first thing a customer remembers about their last visit. Many times an uneventful, but not unpleasant visit to a store is ended with a terrible checkout experience. Cashiers need to understand that this is the point in which the customer is giving the store their “hard earned” money for the products the store has to offer. Customers need to feel that their patronage is truly appreciated to ensure a return visit. I have had several horrible experiences at the checkout counter that led me to stop shopping at a store. Multiple times, I have been at the checkout counter and the cashier was talking on their cell phone or to another employee about their plans for the weekend or about a party that they were going to attend, while ringing up my order. Incidents like this, instills a feeling in the customer that the store does not appreciate them or their business.
Retailers need to start focusing again on the customer and helping them feel that they and their business is appreciated. Happy customers are loyal customers, and in today’s economy we need to retain their patronage, as well as cultivate lasting relationships with new customers.