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I often feel surrounded by people who do their job without care. Rude waiters, laid back shop assistants, together with arrogant managers, can prompt me to blacklist a shop or a restaurant for the rest of my life. I can’t stand someone who executes his tasks without courtesy and interest.
I’m sorry if people are not satisfied with what they do for a living. However, not only are these employees likely to become increasingly frustrated in the long term, but they would never act as an effective advocate of the company they work for.
The bottom line here is that, whatever your job is, customer service is crucial and a key indicator of brand recognition. Clients remember outstanding or disgraceful experiences, as well as unmotivated or unfriendly personnel. This can enhance or damage a brand’s image. Sometimes irrevocably.
Friendliness and consideration are highly appreciated. If you are passionate about what you do and you’re keen on listening to a customer as someone who needs personalised guidance, you’ll be noticed and valued.
Here is an anecdote for you. I’ve recently been to the world-renowned flagship store of Tiffany & Co., in New York, and it was a memorable experience. I’m not referring to the sparkling jewellery on display and to the exquisite shop I walked into, but to the impeccable sales team I was surrounded by. First of all, I wasn’t given the cold shoulder that some fashionable brands use towards our miserable hoi polloi! On the contrary, I was encouraged to try on jewels and was openly informed about their prices, which were not treated as a dishonourable topic.
The peak was when I entered the customer service department, where welcoming and professional shop assistants take care of each customer to satisfy specific requests. In my case, a picture was taken of the bracelet modification I asked for and a business card of the woman who dealt with my query was stapled together with all the paperwork. If problems arise, people take responsibility for them. A sign of the company’s openness and honesty, don’t you think?
My buying experience was prolonged when I flew back home, as I found a message in my inbox from the sales assistant who supported me at Tiffany’s to confirm her availability for any further requests. Despite undeniably being a marketing exercise, it looks to me like an act of kindness and ongoing customer service. What’s more, the subject line of the email was in Italian! Proof of a smart use of my personal details.
The cynics might be thinking that Tiffany & Co. is only so attentive to customers’ needs just to increase sales. Of course, I’m not naïve! Nevertheless, all of us spend our lives in promoting something (personal skills, products, services, etc.), so why not do it with talent, passion and motivation? From a marketing perspective, I’m convinced that it will pay off. In addition, I believe that paying attention to people can enhance our ability to deal with different personalities and have a better understanding of their specific business objectives.