Listening to a recent episode of Jim and Sam, an American satellite radio show featuring comedian Jim Norton and Sam Roberts, one of the conversation topics centered on the declining quality of customer service at retail stores in the United States – particularly, those selling electronics.
Among the aspects they pointed out in their recent interactions with customer service representatives included employees trying to push customer off to their colleagues and others who appeared to have no clue about the products they were selling.
Sam noted, the only time he was able to receive helpful feedback was from a salesperson who just happened to have interest in the product – a genuine “geek.”
The conversation hit close to home. Thinking about the several interactions with sales representatives across Bacolod City, it’s a similar situation encountered at any local store.
One of the specific issues they discussed revolved around the reported steep decline in the service quality by one of the bigger brand-name electronic stores, noting, previously, sales associates knew about the product in-and-out; and were able to provide all kinds of information for customers. Today, their only abilities appear to be reading specifications off the side of the box.
Essentially, it’s the same thing when it comes to consulting with sale associates in Bacolod City. Beyond the majority trying to avoid eye contact with customers, often hiding in corners having conversations with each other. When asking questions about specific products, all they do is read off the side of the box. Is there an assumption the average customer does not know how to read?
The number of sales representatives working at stores across Bacolod City, more often than not hired through an employment agency, is excessive. Most of them try to avoid helping customers, others know nothing about the products they are selling, and the rest appear to spend entire days stocking the same shelf.
What would be best is for stores to keep their cash registers manned and hire only a few floor associates who truly understand what they are doing – they know what the products do, they are knowledgeable of specifications outside the box information, and can guide customers on how to use the item properly.
Stores would spend a lot less money with the reduced number of employees – which, hopefully, lowers the overhead and could perhaps bring more reasonable prices – and those who essentially operated as mannequins and merely took up space, could find more meaningful employment.
With a more well-informed team of sales associates, stores would be able to build a better customer base because buyers would learn to trust certain retailers over others because of the helpful service.
In addition, those working as functional salespeople would develop better product knowledge, which could advance their career in retail sales; and stores would not just be seen as run-of-the-mill shops filled with robots pushing products and reciting taglines.
It’s also a matter of respect.
Customers deserve respect and one way of doing so it by providing them with competent service. By having people out there regurgitating the same lines over and over again, “informing” potential customers with information already available to them, treats the person looking to make a purchase as a mindless lemming with wallet.
Sales associates also need a job that provides some kind of esteem.
Looking at the typical salesperson, all they do is stand around and have nothing else to provide a customer besides replying “yes” or “no.” If that is, in fact, all they are capable of, then so be it. If they are competent individuals with an ability beyond stating the obvious, then they should be given the opportunity to show they are more than an empty uniform./WDJ