From good to mediocre

I'm concerned about the potential decline of good customer service and customer experience.  It seems to me that mediocrity is becoming the new 'good' and I shudder to think what is now considered satisfactory.  Maybe it's my age or a generation thing; I'm sure my parent's generation said the same things in the past and probably still do.  However this is an important point and our routine experiences as customers appear to be getting worse. 

In some instances we almost applaud sales people who make eye contact and say hello, and continue to pay us attention throughout our interaction with them - surely this should be the base standard, yet its regularity is diminishing.  Is good customer service one American export that doesn't travel well?

One sector that stands out for me is retail; in particular supermarkets.  They have spent millions improving their product lines, rolling out online shopping, training staff to be extra helpful whilst you are shopping, and attracting talent to lead them.  I acknowledge that they do invest in their staff and their training - however training on its own is simply not enough.  Mary Kay suggested that every customer has a sign around their neck saying "make me feel important" - yet this seems far from how many treat us.

Whether it's the check out assistant who continues their conversation with a colleague whilst choosing the minimal amount of words to complete my transaction, or the sales person who disregards the answer I just shared and continues to try to close the sale using the same points like a mantra - we must expect and demand better.  If you are a retailer or a B2B sales person, surely demonstrating excellence in what you do must be an overriding goal, and something you would be proud of?

Maybe we need champions or managers to lead by example, or for business owners to clearly define their expectations and describe the desired customer experience - and importantly praise staff that they catch doing it right. There are so many things that we can do to make the experience for our customers memorable, and many actions carry no cost other than a bit of thought, effort and sincerity.  As my Nan used to say manners cost nothing, yet their value can mean a lot.

John is a Director of Vector Resources Limited and helps businesses increase sales and improve sales performance.  Find out more at www.vector-resources.co.uk