Service, Service, Service…

Posted by Paul Hargreaves on 26/07/2010

As I mentioned previously, service is one of the key differentials between large retailers and small independents – i.e. the idea that the small retailer actually cares about the customer and wants to give good service, whereas a lot of the staff in the multiples couldn't give a monkey’s. Well, that’s the theory, anyway. One proven by some of the rather grumpy characters featured in the recent series.

To give good service generally means some degree of human interaction. Although there are some excellent websites that offer a very good customer experience, what I'am talking about is physically going into a shop. Face-to-face contact is required for good service.
What an own goal then, when supermarkets started installing self-service checkouts a couple of years ago.

Not only does this remove the last vestige of human contact within the supermarket at the check-out, but the technology doesn’t even work properly! All I hear when I have used them is a computer voice saying 'approval required'. Why I should need approval for checking out a bottle of olive oil or a chunk of cheese is beyond me!

And yet I can’t continue checking out without the assistance of a supervisor, who is usually too busy dealing with another customer over 60 who can’t check-out a bottle of wine, or a 16-year-old who can’t buy a tube of glue to complete his homework! And have you ever tried using your own recyclable bags? The only thing that amazes me is that more of these machines haven’t been smashed in by frustrated customers!

Of course, all this frustration with bad technology results in an even worse customer experience in the supermarkets – if that was possible! But all this plays into the hands of the independents, who can give that excellent service that customers are crying out for.
In fact, when customers receive any kind of decent customer service they almost fall over backwards because they aren’t used to it. Let’s go over the top in smiling when customers come through the door, helping them find products, recommending products and carrying their shopping to the car. All this makes a huge difference, so don’t forget it!

One little story to finish, which is where good service goes a bit too far and turns into pushiness. I stop at a BP garage, which is attached to an M&S, a couple of times a week on the way to work, sometimes to fill up with diesel and other times simply to buy some breakfast, which is usually a croissant or two.

Every time I go to the check-out I get asked whether I would like a hot coffee to go with my croissants. As my office is only 10 minutes away and I can get much better coffee there, I decline. Bearing in mind the staff should know me by now and should stop asking, this week I was asked three times whilst paying whether I wanted a coffee. It was almost like he wasn’t going to let me buy the croissants unless I bought a coffee to go with them! Next time I will try to sell him some coffee to improve the quality of the store's offering.