Remember me, PLEASE remember me I’m the Customer!

Customer Service, so much written about the importance of it, the lack of it and in the twenty-first century how is it even relevant? In late 2017 Robert Gottliebsen of the Australian made the comment that retail spending is weak because marketers ignore the one demographic that has money to spend (and can’t) the over 65’s.

In the article about ‘Afterpay’ (weekend SMH 2-3 March 2019), Colin Kruger and Pat Hatch effectively say that the Millennials are marketed to but don’t have much disposable cash to spend.

A healthy and growing business is very much dependent on customer service skills that need to include a high level of product knowledge, energy (ie: being bothered to make an effort with customers), good manners and a full understanding that the customer IS the business.

No customer, no sales, no job, close of business. End of story.

Customer Service extends much further than the retail, hospitality, or service sectors, but let’s tag along with Ms. X and see how she fared in a recent shopping expedition.

It was the purchase of the fish that finally broke her. She shook with anger, the tears of frustration hovering and glistening in her eyes, amplified by the flickering shop lights. Those beautiful silvery fish, flattened and ready for the grill should have been hers to take home.

It was her shopping day, the one she had planned and dreamt about for weeks. She’d set off in high spirits and there had been that wonderful glow of making the first purchase, clutching the parcel as if it were gold.  But from then on it was all downhill. No one seemed to want to help her or show much interest in making a sale. Did no-one want to take her money?

“It’s over there” said one assistant with a vague wave of the hand towards the back of the store.

“Sorry we don’t stock that anymore” said another without any suggestion of an alternative product.

Up bobbed a head, “Are you right? “just let me know if need anything” said the salesperson, promptly returning to push, prod and poke the ‘device’.

Moving on she was attracted to a delightful display of goods and thought one of them would be the ideal present she was looking for. None were priced. “Bring it over here” said the assistant and I will scan it. “But I can’t lift seven items to the Counter, why don’t they have a price?  She said “that would help me make my choice” … “Who knows, sometimes they do and sometimes they don’t” said the assistant.

Ms. X slowly walked away, the desire to buy rapidly diminishing.

Then she saw the fish, in her mind she smelt and tasted those little gems, just cooked from the BBQ. She recovered her flagging spirits and selected the packet to take to the Counter. The conversation went something like this:

Her.                   I would like to buy this packet of fish please

Assistant          Thank you………sorry I can’t see a price on it

Her                    Maybe when you scan it the price will come up on the screen. Here’s another packet maybe this one is priced.

Assistant          Sorry nothing is showing on any of them. I don’t know what to charge.

The Assistant looked in some bewilderment at her and said

Assistant          I can’t sell it to you if I don’t have a price

Her.                   These are my favourite fish, I want to buy them. Is there a Manager on the floor I can speak with?

Assistant           Yes but he/she is on their break

Her.                    I can’t believe this and walks away without the fish.

And it was at this point we first met her, despondent and downhearted, her beautiful day in tatters. No one wanted to help her spend her money. The sales prevention team were out in full force.

How different it could have been if the assistant had taken her at least half way to the back of the store

How different it could have been if she had been shown a similar product to the one that was now discontinued

How different it would have been if management had a policy about the pricing of all items on display.

How much lighter both her purse and her heart would have been if she could have shopped as she had hoped.

What a difference good customer service would have made to this unfortunate retail experience.

I wonder, did she then go home and finish most of her shopping on-line?

Written by Jennet Cunnington

Ref:       i)            ‘Over 65s – cashed up and ready to spend’

               ii)           All Credit to After Pay for its Millennial masterstroke