Have you ever found yourself faced off with a dull-witted customer service employee who surprisingly is the chosen ambassador of customer satisfaction? Or squaring off on the phone with a voice that oozes boredom and apathy as you explain your plight? Me too. Way. Too. Much.
Days of Yore
I understand that the days of customer familiarity have been traded for anonymity because shopping options have exploded for buyers and it’s difficult for merchants to maintain personal relationships. Providing excellent customer service requires training, retention, higher compensation (possibly commission). Profit margins are narrowing as competition grows. But why can’t companies incorporate some basic pleasantries with all customer interactions?
Such as acknowledgement of my presence? I don’t mean four employees yelling welcome to The Wizard of Bras, like Pavlovian dogs when they hear the door jingle. I mean some eye contact and a genuine hello when we’re face to face and I’ve plunked down the merchandise I want to purchase. Seems like an awesome time to build a tiny bit of rapport. If not silence, I usually get a mumbled Did you find everything? To which I want to reply – Why, were you hiding things?
Role Reversal
During the scanning, payment, and packaging, barely a grunt is expressed. And here’s my favorite. As I’m picking up my purchase, I end up thanking the cashier! For what? Thank you for letting me spend my money at your less than appreciative establishment? Oh, oh oh, and then my gratitude is met with No problem. What a relief! They accepted my money AND it was no problem. I’m a lucky girl.
Much of the sales and service industry is apathetic at best and hostile at worst. I’m really not scouting for friends when I transact business, but some GD courtesy would be nice. And again, what does it cost? I personally find it hard NOT to say thank you after any sort of communication exchange. How do these people – in customer service, mind you – manage to avoid uttering a note of gratitude?
Have Pleasantries Gone the Way of the Dodo?
So what has happened to the simple exchange of pleasantries? Where is the acknowledgment and appreciation? Where are the wonderful closings like – We know you have a lot of choices, but thank you for choosing us gone? I don’t know but I would LOVE an explanation.
Once in a rather well-known national department store, I had probably been in the store at least 10 minutes when I was stopped by a sales clerk yelling down the aisle You’ll have to leave, we’re not open yet!
I pondered his command with amusement. I wanted to holler back — Who the heck turns away business? Isn’t the point of your weekly flyers, daily emails and frequent discounting a marketing tool to attract people into the store? Well, here I am!
Effective Problem Resolution
In addition to lack of consideration and customer recognition, service industries struggle with effective problem solvers in customer service. The responsibility falls to us the consumer if we really need anything resolved. Such as fees waived, damaged goods returned, store policies enforced, food sent back to the kitchen, inaccurate pricing corrected.
In order to get any concern considered and on the road to fulfillment, a request needs to be four things.
- Reasonable
- Respectful
- Offers a solution
- In the form of a direct question
Be Reasonable
If we feel cheated, then we should consider what our request would be. If that seems reasonable, then we can present it. If not, we can take away the lesson and try to do better next time.
Example: You ordered a microwave and scheduled delivery & installation for a specific date. You made the necessary accommodations for that date & time but toward the end of the delivery window, you learn it’s going to be delayed. Yelling and demanding the microwave will do no good. The deadline was missed so move forward with a reasonable request.
Effective request: I’d like to reschedule delivery & installation as well as receive an extended warranty at no extra charge in exchange for my inconvenience. Would you please arrange that? This request is totally doable and allows the company to make good on their mistake.
Be Respectful
Being obstinate or rude will seldom get us what we want. Stating our concern in a way that makes the other person want to resolve our issue is much more effective. “Would you please” is an excellent way to frame a request.
Example: You learn that your favorite dress has a new stain after returning from the dry cleaner. Glaring and shouting obscenities at the dry cleaner is only going to make the situation worse and you likely don’t want to hunt for a new dry cleaner.
Effective request: I realize accidents happen and this was very likely unintentional. Would you please try to remove the stain at no charge to me? Or if the stain is permanent, then escalate more severely with Would you please reimburse me for the cost of the dress?
Offer a Solution
Offering a solution is helpful because it shows we’re interested in pursuing the professional relationship, rather than ending it. It also helps the other person resolve quickly and to our satisfaction.
Example: Your food is intolerable for the common palate or is not what you ordered. It’s reasonable to ask for either fresh food or no charge for your meal. Simply stating you don’t like the food doesn’t qualify for consideration because it’s too subjective.
Effective request: Excuse me, this soup is so salty I can’t eat it. Would you please exchange it for a house salad?
Ask a Direct Question
Asking a direct question forces the person to acknowledge our request and provide a response. Complaining without actually posing a question or request will likely remain unresolved because others can’t read our minds.
Example: You scheduled an online payment for your credit card after the cutoff time, resulting in a late fee. It’s your first late payment, you’re a customer in good standing and you frequently use your card. Stating I got a late fee to the agent is not going to result in any action. You need to request the action.
Effective request: Hi, it appears my payment was received after the 5pm cutoff thereby posting the next business day, resulting in a late fee. Considering I’ve been a long-time customer with outstanding payment history, would you please reverse the late fee? You will most likely get the fee reversed with maybe a little lecture, mostly because it was your fault and they’re reminding you the reversal is a courtesy (which it most definitely is).
Also, let the request hang if needed. Don’t rush to fill the silence if the other person doesn’t respond right away. If the conversation drifts away, be sure to bring it back and ask again. You asked a question; you deserve an answer.
Request Denied
Yep, this will happen at times. We don’t always get what we want just because we ask for it. Start with getting their name and/or employee ID. This signals that we’re serious about a mutually agreeable solution. And then start using their name.
At this point we need to decide how far we’re willing to go and what to do next. Was it reasonable and respectful? Then we can proceed by asking why our request was denied, ensuring our request was understood and/or escalating as appropriate. And if we do escalate, we need to do so without judgment. Thank them for their time and do not apologize for asking to speak to someone else. It diminishes our purpose for escalating. Our request is reasonable and respectful, thereby asking for further help doesn’t make it personal.
It’s possible to get some pushback once escalating but still press forward. Here are some common rebuffs.
- Clerk: They’re just going to tell you what I told you.
- You: Understood. I’d still like to hear it from them.
- Clerk: I don’t have a supervisor.
- You: Everyone has a supervisor. I’d like to speak with them.
- Clerk: My supervisor isn’t available.
- You: When will they be available? How else can I contact them? Please transfer me to their voice mail. I’ll wait until they’re available. *This last one is very powerful because it signals to the other person that we’re not going away, so it’s best to deal with us now.
In Summary
With retail expanding globally, we can expect customer service to continue diminishing due to fierce competition and the degradation of buyer/seller loyalty. Clerks’ apathy will continue to grow as long as customer service standards are not in place. Our role is to challenge some policies but by being respectful, reasonable, offering resolution and asking in a direct manner.
