Service By Inquiry or Insanity?

Did you know that there are only TWO types of service? I was finally able to nail down these two types of service this past weekend. As with most things in life, you usually only ever have an opinion on one type of service without something to compare it to. This weekend, I found the comparison.

Service Model #1 – Service By Inquiry: As the name suggests, inquiry is the key here. How can I help you? What is it you’re looking for? What specific model/brand are you looking for? These are all questions usually asked by a clerk/service personnel as you wander around their store with a lost look on your face or when you have finally decided to approach the Customer Service counter as a last resort. Then there are the questions posed by the customer: Where do you keep your …? Where would I find …? Do you carry any …? These are simply inquiries which should normally be met with simple answers.

Service Model #2 – Service By Insanity: As this name suggests, the customer has to lose his mind, his patience, his good mood and his common courtesy before he gets the service he should be entitled to. Sending a customer across the store to the Customer Service counter to be helped when there is a perfectly good in-store phone at your fingertips drives a customer nuts. Getting a clerk to help a customer only after they have hit “desperation” is not good service.

However, the worst question in any retail setting is usually asked just before you leave the store if you’re making your way through the checkout line: Did you find everything you were looking for? That’s really a dumb question that makes unhappy customers crazy. Yet more and more retail operations are hell-bent on asking it. Most people simply answer “yes” and silently vow to never come to the store again.

But what if the answer is “no?” Are you going to hold up all of the other disgruntled customers who are also standing in a long checkout line? Answer “no” and the clerk gets a look of terror on their face. Who fixes the problem with you only ten feet from the door? I’ll tell you right now, if you answer “no,” you get the pat-answer, “Oh sorry.”

Look, if you want me to find everything I’m looking for; don’t place your cashier in an embarrassing situation. Put more people on the floor to help the customers. Jeez, it’s really a simple idea. Don’t try to fix my problem when I’ve already gone through your whole store and no one helped me there. Now you think you’re going to help me once I've already decided to leave? It doesn’t work that way. Besides, if I didn’t buy anything, no one asks the question. I’m not in the right line (checkout line) to see if I’m satisfied.

ATTITUDE ADJUSTMENT: When a manager has to help a complaining customer with two or three qualified staff standing around doing nothing means your people don’t own a Service Attitude. If you’re a manager who feels compelled to respond to customer concerns, it usually means that your staff is unmotivated. If so, your management style needs a lot of work. Obviously, if as a manager, you have to help, it’s because your people aren’t helping enough. Either get rid of these people or move them to where they don’t deal directly with customers. A manager should be doing PR on the floor. Clerks and customer service reps should be ensuring that a manager never has to actually help customers find things. By the time a manager speaks with a customer, it should be all smiles and chuckles – not complaints.

If you’re a manager who deals with complaints, then your people aren’t doing it right. If you’re a service representative and you’re not looking for ways to help a customer in every moment of your day, then you are not doing enough to ensure you become the most valuable person in your organization.

Help me, the customer, on the floor so that when I get to the checkout line and get asked, “Did you find everything OK?” I can answer “yes” and take the pressure off of the cashier. Your cashier should not have to be the last line of defense of ensuring customer satisfaction. Besides, if I’m on my way out, how are you going to fix it now anyway?