It’s axiomatic we like being smiled at. But when we are granted a heartfelt smile of a security guard who is also polite and helpful, it gives an additional pleasant touch. Questioned about my purpose and registered, I joined a group of electronically queuing people. Still troubled by the scarcity of time, I couldn’t but make a cup of coffee from a coffee-machine, placed there to cater for the lining up clients.
“Nice coffee, I sipped pensively. I wonder when they…” “Excuse me, are you planning to deposit money?” “Exactly.” “Then proceed there, please.” Ushered by a courteous bank officer to another room, I was welcomed by a manager. Smiling and amicable, she answered some of my technical questions, produced some document and handed me over to a teller. One more minute, and I was standing outside, finishing my coffee and pondering if I hadn’t been dreaming. Bravo!
Then, I chanced over a branch manager of that bank. Still treasuring my recent experience there, I asked her to unveil the underlying secret of their outstanding customer service. Having smiled, she admitted they still had an awful lot to improve. However, those were the principles they had implemented a couple of months ago.
Firstly, the client has to be smiled at and greeted. Secondly, bank officers are to introduce themselves and to address the customer by name. Thirdly, the visitors need has to be established and, fourthly, met in an efficient and friendly way. Finally, the client is thanked and bid farewell. Easier said than done? Yet, the bank meant business. To ensure these guidelines were followed, managers were made to daily monitor, analyse and comment on their personnel’s performance. The staff’s reaction? Predictably, negative. It took several tough months to overcome the clamour and make them taste and see the benefits of these customer focused steps.
Asked about their possible IQ results, the vast majority of people who haven’t done these tests tentatively rank themselves above average. Sadly, statistics don’t underpin this too bold a statement. Questioned about their driving skills, most motorists similarly claim they come top of the general picture. Interestingly, where do bad drivers come from?
Obviously, we tend to intrinsically overestimate our knowledge and skills, including those of customer service. And if it is true, we need to be helped to get better. Still, this call frequently goes unheeded and even not all banks have a department or person directly responsible for customer service. Incidentally, the bank manager I spoke to had worked for 4 banks. Only 2 of them had a distinct customer service policy. And it’s in the financial sector! Well, one might only wonder what the proportion is in other realms.
What do we have to do for weeds to grow? Nothing. What do we need to do for the fruits to be harvested? Something. Thinking that employees will know about customer service intuitively is wishful or rather vicious thinking. Managers!!! Please, please, please, teach your staff about customer service! Go on being tough on them! Because we desperately need them to be softer to us, customers!
