It’s my girlfriend’s birthday! Therefore, it is time for me to shop a gift. Remembering that she love one of the leather jewelry box which she came across a few months ago in a departmental store, but reluctant to buy as she finds it too pricy, I rush down to buy her that appropriate gift. And what a great experience I have encountered!
When I arrived, the sales promoter was busy serving another customer, which is fine, except that he did not even acknowledge my existence. The next best thing for me to do is to explore every models and pieces to find that right gift. Wandering for more than 30 minutes in that section, the main departmental store staff is aware that I am waiting for service but did not approach to assist, I guess they think it is none of their business, after all, they don’t get the commission. Finally, the customer left, and I had to approach the sales promoter to ask if he have a new piece (of the leather box which cost me S$380.00). He took out a new piece from the store, without cleaning it, and proceeds to the cashier. Then I requested for gift wrapping service, and was told that they could it but only with their departmental store wrapping paper. I preferred to buy some better designs. The cashier then told me if I want, I could get the wrapping papers from the gift corner, and ask the ‘leather box’ promoter to wrap for me. The promoter jumped into defense saying that he does not know how to do gift wrap, and was rebuked by the cashier that he should learn. After the short commotion, the cashier requested that I should ask the gift-corner promoters to wrap, since I am buying the wrapping paper from them. Disappointed with their service, I went over to the gift corner. There are 2 different gift vendors there, I saw the wrapping papers from one vendor which I love it so much, and ask the promoter if I buy the papers from her can she do the wrapping for me? Guess what her answer was?! “I have no time and your gift is so big, why don’t you go over to the other vendor? Buy their papers instead, they will wrap for you.”
What a great service culture to tell customers, please don’t, and we implore you, don’t come to shop here again! We don’t need your business!
Frankly, the negative experience does not end there. Another incident on the same day, when I ask a sales assistant from the household department for dining candles, and was told that this department store does not carry such item, believing her and a bit frustrated, I was about to walk out, and at a glance, I saw the dining candles. I was so happy, took it to the cashier to pay for it, and when that sales assistant saw me she just looked down and walked away, without even the slightest apology. And I don’t think she cares. “No, we don’t sell this here,” is the easiest way out.
The customer experience is the next competitive battleground. If you take all of the different aspects of a commoditized world, then everything is pretty similar: similar products, similar technology, and similar pricing. The differences are in the brand, the perception and the feel of a company, all of which are delivered through the customer experience. It’s the customer experience that will differentiate a company.
Our employees must be taught and make aware of creating positive customer experience during each service encounter. A great customer experience is about stimulating customers’ emotions. Employees need to keep in mind that one of the most important aspects of their job is to delight customer experiences by constantly being aware of this question: “What is the feeling you want to leave your customers with?” Stop saying “I don’t know; I don’t care; It doesn’t matter to me.” Ask “if you did know what it would be? If you did care, which would you prefer? If it did matter, what would you rather do?” Tell them that they are entrusted to create as many ways as possible to delight customers and the important role they play in building the Company’s image and success.
On the other hand, companies need to build itself around what is good for the customer, and changes its organizational structures, systems, and processes to create great customer experiences. Creating a customer experience that becomes synonymous with your brand is increasingly recognized as a vital driver of corporate performance, and success.
