Good Service?
Don't kid yourself.


From my time in Glasgow over the last two years I have noticed many different in levels of service, especially in retail. I know from talking to SME owners and managers that the assumption that their commitment to Customer Service is being followed to the letter is widespread. The reality is far from it.

One example is in skate and snowboard retailers around Glasgow. I won't name names, but I've been into pretty much all the ones I could track down. The service in all but two of these stores was absolutely deplorable. These two exceptions are Clan at 45 Hyndland Street, Partick; and a newer skate shop on Park Rd Kelvingrove; Four Down.

What made these stores different? 7 things in particular:

1. First thing was the eye contact. The most basic form of acknowledgement.

2. This was followed by a friendly greeting. Seems simple enough, but it is incredibly rare. It not only helps customers feel at ease but is also a deterrent to would-be shoplifters. Eye contact, dialogue and a feeling that staff are ‘aware’ are reported to be among the most effective weapons against shoplifting.

3. They asked if they could help me find anything; sizes, styles etc. This didn’t occur in any other stores visited. Indeed in one store I couldn’t attract the attention of any of the four retail assistants, but the store security guard seemed intent on following my every move.

4. Followed though with assisting me and/or gave advice on alternatives. In the skate shop at Kelvingrove it was about larger sizes, at Clan it was about British surfboard shapers.

5. Their body language and tone were relaxed and natural. It was obvious that they were comfortable and even enjoyed conversing with customers.

6. They were genuine. I could tell they actually used the products and clothing they were selling. This made me feel like they knew what they were talking about and therefore was more inclined to follow their advice.

7. They gave a friendly goodbye. While you only get one chance at a first impression, having your customers leave on a good note is also very important.

I know that Clan has been around for 15 years. The floorspace of the shop isn’t huge, there are no massive neon signs and it’s tucked away on a side street in Partick. I believe excellent customer service is how it has survived and prospered. They have even been profiled on BBC.co.uk.

Without knowing it, both stores closely adhere to Disney’s ‘Seven Service Guidelines’. These are the guidelines drummed into all Disney employees upon induction; helping to push the Disney juggernaut to record profit levels.

Disney’s Seven Service Guidelines:

1. Make eye contact and smile.
2. Greet and welcome every Guest.
3. Seek out Guest contact.
4. Provide immediate service.
5. Display appropriate body language.
6. Preserve "Magical" Guest experience.
7. Thank each and every Guest.

Point 6 is actually Disney’s way of saying ‘Maintain the brand identity’. This means that the customer-facing staff members are communicating the same message as the president of the company, the Disney productions and media channels.

<>It is important to remember that no matter how you invest in advertising and events, it is all money wasted if your customer’s service is poor.