Are you being served? By Becky Lyon
25-01-2007
It’s a sensitive issue up for debate but there is a widespread belief that customer service in Britain is pretty shoddy compared to our continental counterparts. Whilst we are used to friendly smiles and A-list assistance in Europe we are confronted with gossiping teens behind the cash desk and grumpy expressions on the fitting room but why?
I’ve been a shop assistant before and worked with them. Attitude and body language speaks volumes and miserable expressions, shrugged shoulders, general portrayals of boredom and lack of eye contact emulates negative vibes. It’s all too easy to take a bad day or argument with your boss out on customers. In the same way, we often take out the stores rubbish returns policy on the sixteen-year-old behind the till. So it’s a two-way relationship. Maybe the first problem is the lack of understanding between parties. But that still doesn’t explain why it is such a big problem in England exclusively.
The next question is why are assistants so unwilling to help? The amount of times I’ve asked for a pair of jeans in my size and received, ‘sorry-that’s the last one’. (Yeah right, you just can’t be bothered to go and look.) Or witnessed a hapless male hunting for a suitable present for his other half with very little style guidance.
Maybe this is a cue for retailers to enforce continual training schemes throughout an employee’s career with the company to ensure sharp product knowledge, styling skills and basic customer service etiquette. Generally, all employees are screened and interviewed so surely a willingness to learn, an interest in fashion and a friendly disposition would be standard criteria. At the same time, these assistants are the most direct ambassadors for the company and are the channel through which the brand presents itself- naturally you would think that adequate training and guidance would be a no-brainer.
All too often the issue of minimum wage is brought about as not enough incentive to encourage a hardworking and exemplary work ethic but again, the financial aspect seems a bit of a sloppy excuse and surely better customer service would result in increased successful sales and consequentially the potential for raises, bonuses and incentive schemes.
In regards to the UK based issue, us Brits have a complaint problem in that we don’t! Maybe if we drew attention more forcefully to the management and H/O they would have to be more pro-active and resolving our concerns.
The issue of improving customer service is in the interests of the companies at hand. E-shopping is as prevalent as ever and if they are not careful they could find themselves competing not just with other stores but e-tailers too. If customers decide to opt for their PC than the shopping centre-experience, we could be talking about major future unemployment.
It is important to note that service is not all bad. Some retailers have got it right. John Lewis for example provide great service and staff know the product. So this is a call for retailers to get their act together and take inspiration from some of fashion’s shining examples as well as provide adequate training. Speak up and voice your concerns or else we’re in for frowns forever.
By Becky Lyon
