Let’s be honest. When one mentions of a place
with good customer service, the United States of America would probably be not
at the tip of our tongues. I’m told that it lacks genuineness and sincerity. Sometimes
it can reek of sarcasm. Truth be told, customer service in the USA has never rated
high on my list. The perception is that it almost always comes with an
expectation of a huge tip for table service or a commission of some sort for
making a sale.
With all that bad reputation, my latest experience
at Macy’s in New York was a breath of fresh air. It wasn’t my first visit there
but something about the American departmental store’s customer service clicked
on that day. At every department and floor that we went to, my partner and I were
showered with the utmost pleasant service, one we had not felt in a long time. I
could not help but wonder – was it the fact that we were on holidays in New
York or was it the great buys that made it felt just so pleasant. Taking all
factors into consideration, I chose to believe that the sales associates (what
they are called) at Macy’s contributed a great
deal to a very enjoyable shopping experience.
Here’s why:
Initiative
I am referring to the initiative to find out
customers’ needs, to offer prompt assistance and go beyond one’s call of duties
to enhance each and every customer’s shopping experience. Also, the initiative
to engage in a casual conversation along the way so as to listen in on
customers’ needs and desires, and make appropriate recommendations according to
their lifestyles and tastes. Thereby ensuring customers’ satisfaction.
The sales associates at Macy’s not only offered
assistance without us having to ask, they were efficient with looking for the
right items for us, and even apologised to have kept us waiting at some point.
What delighted me was how a sales associate initiated assistance when we looked
a little lost and pointed us to the right direction, to the section we were
looking for. One of the cashiers made sure we knew about the great sale corner
at the socks section (which we missed) and made her recommendation of a popular
brand for us. Another sales associate kindly offered to hold our items at the
cashier (as we were holding a bunch of stuff) while we continue to shop, and
afterwards ushered us to a free cashier as the one we were heading to was
occupied. Another offered to make a change of a (fixed) free gift item upon
knowing my preference for another during one of our short conversations.
Spontaneity
The one quality that I think the American
culture tops the rest of the world would be spontaneity. It is truly amazing
how a spontaneous random comment breaks the ice and encourages conversation. It
is through these subtle chats that rapport building with customers becomes
possible. The act of assisting without being too intrusive is an art and I
think the associates on the sales floor at Macy’s aced this one. There is an
effortless flair about them in how they engage their customers, something I
think our Asian counterparts have a lot to learn from.
Consistency
(The Winning Ingredient)
It all seemed too well
orchestrated to be true if you asked me but what remains commendable is that every
department we went, we felt there was a consistency in the level of motivation
of the sales associates and how they upheld the Macy’s corporate image. Perhaps,
they were “calibrated” with the Macy’s mission statement, ‘to
be a retailer with the ability to see opportunity on the horizon and have a
clear path for capitalizing on it’ etched
in their minds.
Whatever they did, it must have worked. It felt like all of them spoke the same language – the language of great customer service. Afterall, the outcome of great customer service does translate into huge customer spending which may be why Macy’s has seen an increase in their sales figures since 2006.
If You Don’t Have It, Fix It
According to a Wall Street
Journal article, Macy’s revamped its training program to improve its customer
service standards, which was believed to have suffered from a dented reputation
over the past few years and probably resulted in its slow sales growth. In this
new program, new sales associates are required to attend a three-and-a
half-hour training session and refresher courses are provided for associates on
the sales floor.
There is no doubt that
each company’s success comes from a huge effort in keeping their staff
motivated and a focus on a high standard of service delivery. The right
candidates for the job, coupled with proper training are part of the core foundation
for the success of a business. In doing so, companies can also ensure that
their mission statements, visions, and service cultures be communicated through
the training programs for their staff. Knowledge of companies’ goals, policies
and procedures allow staff to envision how they could better contribute
to their companies’ success through their duties of service delivery.
I believe these efforts
have been demonstrated in my recent visit to Macy’s, the associates who have
assisted us clearly took pride in their duties – showing initiative,
spontaneity and consistency. Simple gestures those were but when put together,
projects a positive image to the public and speaks greatly of an exemplary service
culture. Afterall, Macy’s had recorded a slight decrease in advertising
spending for 2010, which makes me wonder if there is just a slight possibility
that the customers’ word-of-mouth for its improved customer service might be
working.
*For more details on the
service experience, kindly send your request to me through email -
beinspired@absolutesenses.com
