I was always surprised when speaking to the Retail Operation Manager of a large and well known Fashion Retailer on his stance on Customer Service.
He strongly believed that the clothing in their store’s ‘sold itself’ and always seemed to have a very unusual (and not to mention foolish) idea that service was something that his business could do without.
Whilst working with this particular individual on a project to drive service and sales through converting more customers that came through the door, it highlighted to me – yet again – how some business can start to believe their own hype.
Was the fashion chain in question a cutting edge and up to date trend leader – yes, it was! Could this ‘little shop’ further increase sales and their customer experience through better service – the answer to that is, of course, a resounding ‘yes’!
As a customer of the store I used to find it extremely frustrating when I visited one of their many outlets. What the Operation Manager called tight scheduling - I called frighteningly short staffed! What he would see as the product driving sales – I saw as a missed opportunity for service! What he would call an excellent stock and replenishment system – I would experience as staff obsessed with tasking and ignoring the customer standing right in front of them...
Why is it, I asked myself, that a major Retailer finds it acceptable to have a fitting room ‘unmanned’ during what ‘they perceive’ as non peak trade? It’s a well known fact that most people who have taken a wrong size or need an additional piece of clothing, are unlikely to get dressed again, return to the sales floor to find an item and THEN go back to the Fitting Room! It is a vital area for customer contact and one that the majority of Retailers perceive they can make the biggest ‘difference’ and add value to their customers by providing some basic one-to-one service!
Do I, as a customer, want to queue for nearly 20 minutes – just because there is only one member of staff at the Till Point? Again – the answer is no and I have seen many people ‘dump product’ as in our current time poor culture, people just don’t have the patience to wait.
When I would challenge him on his short sighted approach, he would just reiterate his mantra that ‘the clothes sold themselves’ and seemed to find my suggestion that improved service would only enhance this great clothing offer and add further value to the brand, as the views of someone who didn’t understand his business.
Did I ever manage to change his mind? Well – no! But in these challenging climates and with more than 25% of town centres standing empty – I think that the retailer should understand that the ‘customer’ does not have to ‘understand’ a business – but just receive enough service to enjoy their shopping experience and to convince them to make a return visit.
This chain’s recent results have been decidedly patchy and have shown a drop of 29% in profits. Would an increased focus on service make a real difference? I strongly believe it would and it seems to be a good time to re-name it the ‘little shop’ that SHOULD!
With retailers fighting for survival on a daily basis and every day bringing tales of more and more business going under - maybe one day this will turn into the ‘little Shop’ that did!
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