Please Don't Take Me For Granted . . . By Director Wayne Hall

November 27, 2008

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I am not at my best when shopping. There seems to be so many options these days, even in the most specialised of stores. What’s more, if there is no one on hand to guide me through the options-maze, I suffer from sensory overload . . . eyes glaze over, can’t speak properly, lose focus - I’ll even start looking at unrelated items without quite knowing why. I’m told it’s a male thing . . .

Despite this affliction, I do make a point of getting out to retail and hospitality environments as much as possible in order to appreciate the various experiences on offer and the ways in which music and digital images can add value.

The positive thing (from a music-supplier perspective at least) is that it is apparent that the use of formal music strategies in retail and venue environments is increasing.

What struck me during my most recent “field trip”, however, was the time it took to be acknowledged as a customer, and how little (on average) staff seemed to know about their product.

So what brand of luggage would you recommend, then?
Well, this one seems to be the most popular with the guys . . .
Why’s that?
I think it’s because of it’s colour . . .
Hmmm . . .

In today’s fast paced world where people switch between jobs (and even careers) frequently, investing in staff training - notably product knowledge and customer service - can be hard to justify.

The dilemma for businesses, of course, is that if people aren’t provided with adequate training, then a large part of the capacity to deliver the customer and selling experience - the build up to the sale - is lost, both to the buyer and the seller. At times we can forget that a positive sales experience is not just great for the customer, but incredibly rewarding for the person making the sale. Yet when I think of large department stores, and a growing list of smaller ones, it seems to be a skill which is disappearing (although I will forgive the lady in the dress shop for hesitating to approach me). That’s a lot of rewarding experiences being lost each and every day.

Many retail environments have become glorified stock rooms, with the emphasis on the presentation of product and not on the presentation of people’s ability to engage. A good number of store attendant’s roles seem to have been reduced to maintenance - one of taking money and keeping the store tidy.

I suppose it makes sense, really. If staff are not going to be around for too long, then why invest heavily in training? Invest in the slower changing (longer lasting) physical characteristics - the “aesthetics” of the store or venue - then do your best to select good people to maintain it . . .

Was it ever any different? Maybe not, but I do recall - not so long ago - a time when most people started a job with the assumption they would be employed indefinitely (seems incredible now). Consequently, there was a lot more time spent on formal training.

It might seem like I’m picking on retailers. I’m not. They are just more noticeable when it comes to service because they are more noticeable - the experience, after all, is a physical one. The challenge of engaging the customer is a challenge for all of us, whatever the nature of our business. Our largest corporations frequently struggle with it, too often introducing technology to “solve” communication challenges . . .

Please state your name . . .
Wayne Hall
You said “Wayne Whore” . . . Is that correct?
No!!
Sorry, please hold and we will transfer you to the next available customer service operator . . .

No amount of nice on-hold music is going to appease that . . .

(Interestingly, a recent customer “communications” survey revealed that the capacity to connect quickly with a person who could provide relevant information was at the top of the priority list for telephone callers. The same would no doubt apply for any consumer situation).

There is nothing like great customer service . . . Service where the person acknowledges you, talks confidently and informatively about product options, establishes your needs and preferences, presents with a mix of fact and emotion, and moves you towards a solution. It can feel so good (and even better when the music is right - sorry, I had to throw that in).

Delivering great sales & customer service though, is probably one of our most difficult challenges, particularly as our businesses change and grow. I’m not sure that there is any one answer, but those businesses which appear to do it well seem to have a mix of the following:

- a culture of self-analysis which encourages ideas and expression. Nothing is sacred.
- the capacity to attract and keep high performance staff.
- a commitment - formal or informal - to training and development.
- the capacity to take the customer’s perspective.

All, of course, feed off one another. Good people will stay longer in these environments, so it is “easier” to decide to make an investment in their development.

Just as importantly, when it comes to training ideas, there will also be some great opportunities presented to business which move in the digital distribution space. Companies generally do value staff development - they are just a little at a loss about how to go about it at the moment . . .

Look out for the implementation of staff information channels which integrate training & development “messages” with entertainment. The latest generations of people entering the workforce are capable of processing multiple messages simultaneously - and they love devouring information - so long as it comes in short, relevant bursts. Music clips, content management systems and interactive services will no doubt play a role in these emerging information channels.

One thing is clear. Whether we are a supplier or user of these services, we will have to be at our creative best . . .


Christmas already?

It’s been quite year, topped off with some milestone economic and political events. I suspect next year will be a challenging one. But we’ll be right.
Whether as a supplier, customer, associate, or friend . . . thank you for supporting our business during the year. It’s been, in the main, a lot of fun. I trust you enjoy the Christmas period and have the opportunity to relax and take time out. 

 

 


Wayne Hall
Director

 

 

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