How important is customer service?

Last week, my other half and I, paid a visit to a new business in the village. I shan’t name and shame because that’s not fair to any new business, but it showed me exactly what happens when staff are either inexperienced, untrained or both.

Customer service and presentation are paramount for small businesses. We don’t have the backing of big corporations to fund any shortfalls. The set up comes directly out of our pockets.

So, when I hear that a new business has started, I naturally like to show my support and give them a go.

First impressions? The front of shop counter still has bare untreated wood on the counter. I have to wonder if that is hygienic? I mean everyone knows I have wooden workstations in my shop, but let’s face it, no food is ever coming into contact with them.

Hygiene is naturally my first thought, but spinning off from that comes organisation. If the shop hasn’t met the deadline for opening, Just how organised are they? In my mind, I would put back the opening for a few days to get finished, rather than look half arsed. And no one would have been any the wiser.

Most importantly though is the staff.

Professionalism goes a long way.

There was a very lovely lady serving at the counter, but she clearly hadn’t been trained. She told us in not so many words that she couldn’t take our order because she’d probably get it wrong. Not her fault.

But when the manager (I presume) in his flour covered hat comes to take charge, charge was not taken.

Moreover there just wasn’t enough food ready to go. We waited half an hour.

The couple before us were waiting longer but people coming in were being served and left quicker.

The very sweet lady at the counter was doing her very best to verbally extinguish fires by saying things like. “I’m sure we’ll get it right eventually”.

At one point she told someone that there would be a wait for the food because “everything is cooked fresh to order” whilst standing in front of a heated cabinet full of pre cooked food.

But was she right? Absolutely. Should it have been verbalised? absolutely not.

No matter how bad things get behind the scenes, in business, the shop front, the “coal face”, as it were is always polite, controlled, professional and outwardly confident.

Some people just know how to deal with the public. Others have to be taught.

This wasn’t really meant to be a review, or a roast for that matter. It just is what it is. Teething problems happen, as a few things did with my own setup, but I’m sure it‘ll all work out in the end for them and I sincerely wish them the very bedt of luck.

I mean, my experience of poor customer service doesn’t stop there. It’s like a plague in small business. If managers don’t root it out fast, it spreads To other employees, who in turn become morale vacuum, and then you’ve really got a problem.

Example. I would rather go to a restaurant where the food is average, but the staff are great than somewhere that the food is top class and the staff are rude.

So.... just how important is customer service? I suppose, anecdotally, it depends on what you want to get out of your business, and how much you want to succeed. Because if you don’t deal with the public, it doesn’t matter. Or does it?

Just because you don’t deal with the public, if you have a business, you must have clients, right?

If you don’t, let me know what business your in!

It doesn’t have to be an “in your face” HOW CAN I HELP YOU TODAY?!!!, like our cousins over the pond tend to veer towards, but more, old fashioned values.

A polite Hello, or good morning is a good start, get a good dialogue going, including ascertaining which service they would like to receive. Continue your dialogue and actually pay attention to what your client is telling you. NOD IN THE RIGHT PLACES, respond appropriately. Maybe offer a drink while they wait.

These things aren’t rocket science, but at the end of the day, you, I and anybody else no matter what walk of life they chose, likes to be treated with dignity, respect and some manners. Especially if they are putting their hand in their pocket.

Conversation for me, is the single most important part of customer service. I’m lucky in so far as I can converse with a lot of people about a lot of things, but that doesn’t have to be the case. You can keep things simple by doing the very British “weather talk” or sport if that’s what floats your boat. It doesn’t really matter.

Then there are those clients who don’t want to talk. You just use a certain amount of emotional intelligence and some common sense to work out that they simply just don’t want to chat. These can be your most challenging clients, but generally you’ll find that they are still a happy returning customers. Some people just need time to build a rapport, some are timid, some are just private.

Asses, identify, and work with it!

So to anyone taking the leap into starting up a business. No matter what it is, you must remember that the customer isn’t always right, but it’s your job to make them think they are.