Most companies would say that they want to create a great customer experience. Some even go public with the idea. However, where most of them go wrong is that they don’t involve their front line mamagers and teams in ‘how’ to create a great customer experience, and they don’t involve their customers either.
Wouldn’t it be great if, every year, the supermarket that you use regularly sent you a questionnaire asking you for your opinion on their service? Wouldn’t it be brilliant if they also asked their front line people what needed to be done to improve customer experience at their store?
Chances are if these activities went on regularly we would have more engaged people working in supermarkets, and customers would enjoy the experience of shopping for their necessities more.
I would tell my supermarket that they needed to move that miserable looking woman from the front desk and put her into a role where she would be happier. She is the first person I see every time I walk into the supermarket and, frankly, she shouldn’t be. I want someone that is more welcoming. I am sure this lady is a very kind, lovely person, but she is quite obviously bored with her job and should be asked what she would rather be doing, in my opinion. My other gripe is that I always have to go and get someone to come and serve me on the fresh fish counter. The fish they sell is awesome, and cheap, but they lose a lot of custom because there isn’t someone personally assigned to selling fish!
Why do I keep going back? Because the checkout people are friendly and welcoming – because when I dropped and broke a bottle of wine a few weeks ago, no fuss was made, and because they almost always have what I want in stock.
A few more smiling faces would make a difference – managers should be asking their people what practical and emotional resources they need and then providing that!