“I can help you at this checkout, you don’t have to wait.”
There’s ads running here in Canada for a relatively new entry into the retail “Big Box” landscape that struck a nerve with me. You know who they are so I probably don’t need to name names. But then, if their ads are a snapshot of reality and you don’t know who they are yet - you will know in short order. You’ve probably seen it a dozen times. Think for a moment - you know the ad I’m referring to. The one with Customer Service.
Being a sensible yet time strapped person you largely ignored it amongst the attempts to grab your attention selling you sugar water and suds before the Ron & Don show or at half time. But hey, something stuck. Was it the customer experience they claimed to own? Because, well duh! you expect that kind of service - always. Everyone knows that.
But who gives it? Does your company? Do your employees? Does your website? Who actually “does” give you that kind of service? And then it strikes you when you wake up at your usual “3am check the led alarm clock and worry about everything that might happen I can’t get back to sleep” time. Customer relations. What a concept.
I was simply amazed that something so simple has been ignored by so many small retailers, businesses and shops. (Not surprised by the ads by banks though. The fact that they pretend to think anyone who has needed to see a “bank teller” in the last decade wouldn’t know the ‘truth’). But online distributors, merchants, vendors and retailers? That was a shock.
The ad says that “a line up with more than three people and they open up another register”. Do you make it that easy? Would you invest in making it that easy for your potential clientelle?
You have people with a cart full of your ’stuff’ with money in their hands - don’t make them wait. Shorten the lineup and that means online too. Find a way to get OUT of the way when people are shopping. Help them find something without being pushy. Sounds easy, so why do so many not do it? Because it’s not easy. In fact, it’s rather hard and it takes time, effort and desire. And it never stops.
I hate waiting to give someone my money, I hate giving a commission to someone following me to the cash register even more. So why do we do it? Available choice.
The lesson? Make your business not only a choice, but the right choice. Listen to your market. Get out of the way. Embrace the fact they, like you, have no time to wait in line to give you their money and their business. Make their journey easier. Because if you find the way to make their lives easier they’ll return you the favor. Spend the time and effort.
Like advice from a dear friend who runs ‘the’ Irish Pub in Toronto called PJ O’Briens. On an insanely busy night, he notices every patron walking into his pub. When he sees someone waiting to be served, he immediately walks up, introduces himself and says “I can help you here Ms., you too Sir. You don’t have to wait”, gets their drinks, hands them over with a wink and a smile and then gets out of their way.
His pub is always busy.
Customer Service. What a concept.
