Good customer service is very important to me – is it important to you? In fact during 2014, I made a point of praising anyone who gave me, or my family, excellent service and being very clear when service was not up to scratch.
One mantra I’ve heard repeated several times is ‘why is this important when you can buy so much online now?’ – to me, there is no difference between excellent customer service on or offline. If it wasn’t important, why would services like Amazon and Ebay ask for reviews? And do you ever read the reviews? I do – and does it influence a buying decision? It certainly does for me.
In the real world, shopping has to be more and more like an experience – and a good experience at that – why? because it’s so much easier, more convenient and often cheaper to buy online. Therefore, real world shopping must offer something extra. There must be some added value which engages the emotion. These are absolute musts for 2015.
If anyone is in doubt – look at the success in my home town of Swindon of the Designer Outlet Village, where experience is at the heart of shopping. People come from all over the country to shop there – they anticipate a bargain and they also anticipate an experience. This flagship centre for McArthur Glen – the company which runs the site – is a testament to good service. The mailing list for this one outlet centre alone is huge – a list many of us would be thrilled to manage.
So what is bad customer service? For me, it’s any person within any business who makes me FEEL slighted, stupid, silly, of little value – EVEN IF I’M IN THE WRONG. Remember the old adage ‘the customer is always right’ – there’s sense in that. No one can argue with how a customer feels, even if that customer is being unreasonable. Here are a few things I personally class as ‘bad’ service:
*Being ignored when I ask a direct question – this once happened to me in an Apple store where the member of staff, started talking to another customer during a conversation with me – I left and made no purchase.
* Being continually hassled by staff when it’s clear I’m browsing and taking in the shop and what it has to offer. Once is enough.
* Being made to feel stupid when you can’t work out the intricacies of the ‘bill’ – this happened to me recently at Dominos Express in Swindon where the manager insisted I was unintelligent – his view changed however when I told him I was a journalist (something I should not have to do to be treated well). I will never enter that shop again. Not because the pizzas aren’t good – but I will be reminded of how I was made to feel.
*Being pushed aside by a telephone call – if I’m being served and the staff member receives a telephone call, I expect to come first – not be dismissed in favour of a telephone. This will guarantee I will leave without making a purchase.
*Being told ‘we can’t do that because the system won’t accept it’ – this has happened to me several times, when you want to amend a standard order, especially in food outlets. Where you cannot make a small change because a computer system is set up to offer no options. Again, a great reason for me to leave.
However it’s no good being continually negative. I now take the time to thank people for good service, fill in surveys where requested and give feedback. Nothing will change if you don’t engage. I have no idea what happens to that feedback, i just know it’s worth doing. Some excellent customer service highlights for me this year:
* the patience of a store manager when one of my children was horribly embarrassed about having a bra fitting and was tearful on entering the shop.
* the excellence of an American company which supplied me with a faulty product and replaced it within 48 hours, from America, at no extra cost and did not insist on the faulty item being returned.
* the responsive attitude of a Mini Service member of staff in Swindon who listened when I explained a complaint, put it right immediately and then sought me a better deal to make me feel better – hence work on my car which I thought would be £200 at least was actually £25. Now how will I feel on entering those premises again?
So it’s all about excellent customer service – but the onus is also on me as a consumer to give feedback, to say thank you and to praise as much as possible those who go the extra mile.
I’d be interested in your experiences too….