The Soft Skills Solution - When are Social Skills Important

At 354pm, on a sunny Tuesday Chicago afternoon, Bethenny Frankel, Founder of ‘Skinnygirl Cocktails’, philanthropist, American TV personality, and former cast member of Real Housewives of New York, was dressed casually. She was outraged at how Chanel, the uber luxury store, treated her after she was turned away, as she revealed on Instagram.
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What could Chanel have done to minimise a total of six reels (so far) and over 102K views, and counting, of her parody Chanel’s faux pas?  Exactly what global companies such as BMW, L’Oreal, PayPal, Hyatt Hotels and Mercedes have done, and that is to provide their staff training on professional and business etiquette!

Gone are the days of finishing schools and mandatory ‘fork and knife classes’ in the military. In the 90s, I, for instance, found that business etiquette training at TAFE was a rarity.  Today, while free resources abound online, the rise of social media influencers and AI assistants, often with disclaimers about accuracy, can leave us wondering where to turn for reliable guidance.

ResumeBuilder.com, in July 2023, reached out to 1,548 business leaders, surveying them to find out how many businesses will get office etiquette training for their employees. ResumeBuilder.com found that:

• “45% of companies are currently offering etiquette classes;
• 18% will implement by 2024 Of those currently offering classes, two-thirds say they have been ‘highly’ successful
• 10% of those currently or planning to offer classes say the training will be required for Gen Z and new college grads;
• 60% will require training for all employees Business leaders believe Gen Z workers struggle with ’soft’ skills”

Where was it all going wrong for these business leaders, and why are they offering business etiquette classes to their employees?  The Telegraph’s recent article, ‘Hiring Gen Z is a nightmare – they don’t turn up to their first day of work,’ interviewed recruiters who cited issues such as:

• "Turning up late and were wildly unprepared for their interview.
• Talk negatively of former employers and businesses.
• Afraid of getting on the phone instead communicating via email or text.
• Hesitation to put their camera on for video calls.
• Tend to talk and dress in more “informal” ways.
• Ghosting companies on their first day at work."

This shift has created a gap in essential skills, from work-appropriate attire and speaking correctly to writing an email without double meanings or emojis.  Mastering these seemingly simple arts can make a big difference in how employees can be good business representatives.  We can also learn several things from Bethenny Frankel’s and mega stock-market performers.

In a word, that would be soft skills.  You may ask, what are soft skills?  The oxfordlearnersdictionaries.com defines soft skills as “personal qualities that enable you to communicate well with other people”.  Employees should have good personal qualities to communicate with a team, customers, clients, and supervisors, such as interpersonal skills, teamwork, customer service, and presentation skills.

Interpersonal skills, also sometimes called people skills, are incredibly important. They are the foundation of our ability to interact and communicate with others in a positive and productive way.  Employees who build rapport, practice active listening, and demonstrate empathy can navigate potentially tense situations more effectively.

Customer service skills are essential in any role that involves direct or indirect interaction with customers, clients, or the general public. Understanding customer needs, offering solutions, and maintaining a professional demeanour is essential for building trust and generating positive experiences.

Teamwork skills are a set of interpersonal and collaborative abilities that enable individuals to work effectively and harmoniously with others towards a common goal, propagating a good work culture.  Effective communication and collaboration within teams ensure a unified approach to customer service, even in challenging situations.

Presentation skills encompass the ability to convey information and ideas effectively through both verbal and nonverbal communication. These skills involve maintaining appropriate body language, eye contact, and appearance and practising delivery to ensure clarity, confidence, and engagement. Clear, confident communication builds brand image and ensures customers feel heard and understood.

Conclusion
The public dressing down Bethenny Frankel gave Chanel on social media is a stark reminder of soft skills' power in shaping customer experiences. In today's digital age and competitive marketplace, a negative interaction amplified by social media reach can significantly damage a brand's reputation.  Frankel's experience highlights the importance of equipping and investing in staff with strong interpersonal, customer service, teamwork, and presentation skills, regardless of industry. Soft skills are no longer a nicety but a business imperative.  What will you do?

Article Published In: LinkedIn