I remember that once I got off a transatlantic flight, still from the Rictus Grin and endless fillings of lukewarm coffee offered by the BA cabin crew, only to be greeted by a sea of disapproving faces in Heathrow.
My sin? Possibly existing, or maybe just try to stand in line for passport control in the wrong lane. The moral of the story? There is no shortage of ways in which the British can make you feel that you should not have been disturbing, especially if you are used to the almost comic “have a great day!” People come to the United States.
But here is the rub: customer service is important. It really does it. It not only matters because it gives your customers an immediate feeling whether you actually care about their habit, but because in a world where companies such as Punch-Drunk boxers draw in a ring, uppercut that the competitor instructs or is left behind is , dazed and drooling, while your potential customer wanders to the chapter next door.
Of course we like to say British that we are polite. We row in line, we mutter “thanks” when receiving a short change from a bus driver, and we flow “so sorry” when a stranger runs on our foot. But courtesy and customer service are not identical twins. One is a formal courtesy – that benign acceptance of the wild new hedge sculpture of a neighbor, or the report of a boring family member about their bunions – while the other is a more deliberate, structured approach to treat customers well. Actual, sincere, helpful kindness. This is where we struggle.
Let’s be honest about it: American companies, from the smallest dinner in Boise, Idaho, to the flashy mega stores of Manhattan, usually do better. They have a method – an outright formula. You enter a store and someone greets you. They smile wide (all teeth, no cynicism), ask you how you do it and ask if they can help you. Sometimes it is syrupy, sometimes a bit forced, but in general you walk away and you feel a little better, or at least not guilty that you darkened their door. Contrasts that with the classic British “big there?” Sempt from behind a pile of paperwork, while the assistant explicitly ignores the existential pain that crawls over your face because you just want to find a size 10 in that jacket.
That does not mean that the entire British retail trade is manned by glowing waterpowers. There are fantastic examples of beautiful customer service in the UK – the independent bookstore with staff who will recommend the novel that you didn’t know you wanted; The wine merchant who sends you away from the half -priced Aussie Plank and you donate with a gem for the weekend dinner. But these radiant examples feel too often as wonderful abnormalities, instead of the norm. And that’s a problem. Why? Because on a globalized market, people notice it. They talk. Tweet them. They Instagram. They shorten everything to hire an airplane with a banner with the text: “Sally’s shoe store on Sloane Square is terrible”, and that can seriously harm your operating results.
So, why is it so important to improve customer service in British matters? Firstly, consistency builds trust. If you know that every time you pop up in a certain cafe, you are treated like a real person – with a smile, a touch of warmth and an willingness to repair things when she goes wrong – you have much more chance come back. Then there is loyalty. People want to spend their money where they feel appreciated. Who knew it would be so radical to appreciate customers for shooting their hard -earned wages?
Another reason is Merk Imago. Slick marketing campaigns and shiny brochures can lure people once, but it is the interactions in the store or on-the telephone that confirm their lasting impression. In an era where everything is just a fast Google search, you can be sure that if someone has a rotten experience, they will wave their smartphone and give a destructive review before you can say: “I am sorry, how can I I Making it anyway?
Let’s talk about the practical side now. Is it really so hard to be nice for people who want to give you money? Is it so tiring, that soul destructive, to say, “Good morning, how can I help?” Or “a wonderful day”? Perhaps the fear in the observed Americans of all this is ultra-chirpy, grinning-of-ear-ear approach that can rage on the British nerves. Yet it is not necessary to go on full Disneyland – nobody suggests your confetti to customers while they enter. But a basic line of truly pleasantness? That should not be such a test.
Training is crucial. Invest in it. Correct induction for new staff, where they not only learn product knowledge, but how they can deal with customers in a friendly, attentive way, pay attention to detail and immediately follow up. Teach them to listen – really listen – because there is nothing more annoying than explaining your perilous situation in careful details, just to be met with an empty look that says: “I stopped listening ten minutes ago.”
And here is a radical idea: staff empowering. Give them permission to solve problems on the spot without consulting seven different managers or, even worse, a call center in a different time zone. Customers love a fast resolution; It proves that you appreciate their time and want to make things right. And guess? When employees feel appreciated and are familiar with themselves, they give the tendency to pass on that good energy to the customers.
In short, British companies could learn something from the Yanks about consistency and cheers. We are talking about being the best hosts in the world – after all, we are the land of charming tea shops and clear B & Bs. So perhaps it is time for us to channel that famous hospitality in the regular corporate culture. Let us banish the frowns behind the counter, the resignation recorded on the phone and raise a fast cup (perfectly brewed) tea to the idea that pleasantly pays his dividends. It’s not that difficult. So let’s do it. And let’s enjoy the benefits associated with delivering quality service: repeating companies, sparkling reviews and the clearly satisfying knowledge that we may just give our American cousins a run for their money. Cheers on that.