How Customer Service Can Improve?

​In 2023, global retail e-commerce sales reached an estimated 5.8 trillion U.S. dollars, according to Statista.  The Financial Times indicated that retail sales in India were valued at $836 billion.  So, what is it like to shop in a mall or retail store in India?
 
I dread the time that I need to shop. It is an eye-rolling, in-personalised service that lacks initiative.  Strong words you are probably thinking.  My story continues.  Upon entering a store, I will get either of four responses from customer service personnel:

1. I get shadowed by a customer service staff, seemingly watching my every move, waiting me to ask them a question.
2. I have personnel show me clothing I’m not interested in and never ask what I actually want.
3. Personnel are bunched up in a camera-less section talking to each other, very aware of customers entering the store and not caring for customer needs.
4. Staff performing duties, such as stacking shelves or helping other customers, invariably walk or push in front to get to where they need to go.  Yes, that has happened to me many times!

Urgh, it’s a genuinely lacklustre experience.
 
I have found that I get better service with a smile at markets crammed to the hilt and surging with hundreds of shoppers, as opposed to the mechanical and passionless vibe of a retail store.  Here, the motivations and management styles are definitely different.  It’s not all bad.  I have received exceptional service at the Taj Hotel, Mumbai, where the service staff are alert to customers and walk-ins' needs.  This proves that training is key, taken seriously is very effective.  Retail stores should strategically view sales training, like the Taj, as a pivotal tool for managing and enhancing their sales personnel's performance.
 
In the article ‘Service Orientation and Customer Performance: Triad Perspectives of Sales Managers, Sales Employees, and Customers’ by Ho-Taek Yi et al. highlights “sales employees provide physical labor, emotional labor, and sales expertise.” So, how can owners or department heads do to enhance and support their staff to out-perform other stores in great customer service?
 
Verbal Communication 
This is when you use spoken words to convey messages, thoughts, ideas, and information between people. It involves using language to express oneself through speaking, listening, or a combination of both. Effective verbal communication consists of articulating one's thoughts clearly and concisely and actively listening to and understanding the messages conveyed by others. It plays a crucial role in everyday interactions, personal relationships, professional settings, and virtually every aspect of human interaction.
 
Non-Verbal Communication 
Refers to transmitting messages, feelings, and information through forms of expression such as facial expressions, body language, gestures, posture, eye contact, and even clothing choices. Non-verbal cues often complement or reinforce verbal communication, providing additional context and emphasis or influencing clients' emotional states.
 
Etiquette Communication
Yes, various studies widely recognise etiquette as a form of communication, highlighting its critical role in society and interpersonal interactions. Etiquette involves adhering to established norms of conduct to maintain suitable manners and mutual respect, paramount for effective communication within different contexts.  When customers enter a shop, they look for authenticity and an employee’s courtesy, friendliness and dedication to authenticity.  Demonstrating authenticity can transform a customer's negative emotional state into a positive one.
 
Here is an Example
In a department store, verbal communication is evident as the sales associate greets the customer warmly and engages in a dialogue to address their needs. Through clear and concise language, the associate provides product information and offers personalised recommendations, demonstrating proficiency in verbal communication skills. Non-verbal communication is also at play as the associate uses friendly facial expressions, gestures, and body language to convey approachability and attentiveness. Maintaining eye contact and nodding in acknowledgement further enhances the interaction, signalling active listening and empathy. Also, etiquette communication is shown through the associate's professionalism and courtesy throughout the exchange. By respecting the customer's time, offering assistance without being intrusive, and expressing gratitude for their patronage, the associate upholds etiquette norms that contribute to a positive customer experience.
 
Conclusion
In summary, when good customer service communication is used, it creates positive emotions and connections to cultivate brand loyalty in the retail environment.  Don’t be fooled and think one shot of training will the pill that cures it all, it takes time to become proficient in these skills and lots of trial and error when earnestly practiced by staff.  And always remember customers to perceive superior service quality, they require positive service interactions.

​Article Published In: LinkedIn