The topic for this month’s blog and newsletter is “What it means to serve.” Beginning with the pandemic and continuing into the present, customer service has become quite “iffy.” Let’s take a fresh look at returning our commercial world to consistent, quality customer service.
A primary factor in bringing about that return is making prospects and customers feel welcome.
Today’s Subpar Customer Service
In our last article, we discussed the fact that many people in customer service jobs today—whether in sales or just straight customer service—aren’t very happy servicing customers. Because they don’t really care, they are prone to “say the wrong thing.” They’re more apt to offend than to help.
A majority of such people within a business creates an environment where customers and prospects don’t feel very welcome. Hence, if they’re at all familiar with your establishment, they tend to avoid personal contact.
What is your business’s policy with regard to service? How welcome do you make your patrons feel when they arrive?
Quest for Great Service
Despite the prevalence of mediocre service, people still seek out great service experiences. While the pandemic kept us all inside and forced us to order food for delivery, this trend, interestingly enough, has not remained. If you go out to restaurants, especially on a Friday or Saturday night, you’ll see many, but not all, are doing brisk business. Red Lobster, a case in point, with terrible reviews for their service and food quality, are now going bankrupt. While on the opposite end of the scale Olive Garden, which has a reputation for quality service and food, is booming.
People are indeed looking for excellent service. In some cases, this may be too much to hope for, but businesses and establishments that meet that quest with what customers are seeking will discover how much business they will do. Provide great products along with great service and people will continue to come to you.
Examples
Despite the severe drop in service standards during the pandemic, some businesses maintained and still maintain a very high service level.
One example is Starbucks. I recently met a friend of mine at his regular Starbucks, and the fact he was a regular customer was undeniable. The counter people went out of their way to greet him, remember his regular beverage choices, and ask how he was. Starbucks service people are trained to welcome people as they enter the store, ask how they’re doing and treat them kindly. It’s part of their policy.
Another example is Apple stores. Walk into an Apple store, and you’re immediately greeted and asked how they can serve you. You’re then assigned to someone who is an expert on that product or service, and they’ll make sure you are completely satisfied before you leave. Apple’s tech support is the same. Whereas many other companies’ support can be extremely annoying, with Apple, you’ll not only rapidly be connected with a live person, but that person will be totally knowledgeable and be able to help you no matter the problem.
Lesson to Be Learned
Many businesses, especially in the retail sector, prefer people to visit their brick-and-mortar establishments over just buying online. In this environment selling is easier, and long-lasting relationships can be built.
If you want people to pay personal visits, do everything you can to make them feel welcome. They’ll not only come in the first time but keep returning.
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