Let’s adapt, but let’s not be naïve

As years go by, everything around us subtly changes. We, as humans, become accustomed to these changes and go about our lives adapting to it. Let’s look at this from a product point of view. We had VHS, we then went to DVD, Blue Ray and now they are all obsolete, well almost.

We have adapted to watching our entertainers on streaming services.

What did we do before YouTube? I actually do not remember. So, before I deviate too far away from what I wanted to talk about, lets get back on track. As the years go by, humans advance, technology advances, humans adapt. This is how it is. But there is one adaptation I refuse to accept. Customer Service.

Yes. Customer Service. As a consumer, I truly feel that our businesses have dropped the ball on good customer service skills and – I think! – we as consumers have let it slide as well.

Here is an example. It was a Saturday and I had one of my employees doing a project at a site about 100kms away. He called me to inform me that he forgot to take along an very important product with him to successfully complete his task. We were on a tight schedule and we had to finish this work that day itself and could not afford to leave it for another day. A lot was depending on him completing his task. As I sat at home, I searched his area to come up with a plan B.

I found a big box home renovation store 5 minutes away from him. I quickly went online and searched for the product I needed. I found it on their website! It was too easy. The website even told me which aisle and which section in that aisle to find it along with how many they had on hand. I called my employee and asked him to head to the store to grab it and took a screenshot of the product and sent it to him. (Just wanted to point out about humans and adapting right now).

I got a call from him. I was expecting a “Got it!” call, but it actually turned out to be a “Can’t find it!” call!!!

“Are you sure?”

“Yes”

“Are you in the aisle their website stated?”

“Yes”

“And it’s not there?”

“No”

“Did you look around the other aisles or the next aisle over, just in case?”

“Yes, but it’s not here”

“Did you ask an employee there?”

“I can’t find anyone”

This is the problem. He was in a 100,00 or 200,000 square feet big box store with millions of products and hundreds of customers but only 3 employees. (Maybe 5, but who knows these days!) So, it turned out that he was not able to find anyone to help him and time was slipping away. We had to do something. I checked another branch of the same big box store about 20 minutes away. They said they had it in stock. But can we risk it?

At this point, you may wonder why not just call them and ask? But, my friend, if you actually believe this tactic will work, you really must still be living in the 90’s! I have on numerous occasions called big box stores only to be put on hold for 15 mins or so and then eventually get hung up on. Calling was not an option.

So, I went back online and searched for a similar product elsewhere and found something that would get the job done. This time, it was not at a big box store. It was at a local Canadian owned mid boxed store. You won’t see a lot of them around but there are still fighting and hanging on, especially outside of the GTA. This particular store was actually 10 minutes away from where my employee was actually running around.

Once I found the product and store information, I called them (their website did not tell me which aisle or how many was on hand). As soon as I called, the automated voice came on, and as usual, I pressed 0. A friendly woman’s voice came on and asked how they can help.

“Hi, I am looking for ----, here is the product code”

“Yes, it says we have them in stock. Please hold and I will transfer you to that department”

“Thank you”

After 30 seconds another lady comes on and we repeat the same dance.

“One sec hon, it shows we have 2, but you never know. Let me walk over to the aisle and make sure we really have it”

After a few minutes, she came back on to confirm that they did have it and that she has one in her hand and she will put my name on it and hold it for my employee at the front counter.

This is what I mean. This is customer service. This is how every customer should be treated. This is how every employee should be trained. But in the 21st century we have lost the value of customer service. It seemed like the right thing to do when this all started. We preferred convenience and cheaper prices at the cost of our local businesses. The big box stores, when they were introduced to us, was fully stocked, bright, flashy, and most importantly well-staffed! But as time went by and our local mom and pop shops started boarding up, the big box stores became our only option. As time went by, using one excuse or another, they started to reduce staff and let the consumers to fend for themselves in the huge aisles. Tough luck if you didn’t know what you wanted! What were you going to do? Go elsewhere? WHERE? There was no where else to go! We turned our backs on the local businesses that needed our patronage just to save a few dollars that we should have put back into our own community instead of paying for some executives’ private jets!

We are in an era where we are encouraged to use the ATM instead of talking to a teller. If we don’t listen, they force us by cutting back on the tellers and pushing us towards a machine.

We are in an era where employees at a big box store compel us to use the self-serve cash registers instead of lining up to checkout with a human. They don’t even realize that they are setting up to lose their jobs to these machines!

We are in an era where they advertise all registers open Saturday and Sunday! That is the new advertising to bring us in to shop.

How did we get here? How did we go from a customer service-oriented business model to convenience only model? Why are we ok with sacrificing quality for saving a few dollars? But hold on, are we really saving that hard-earned dollar? Maybe at first, but in the long run we are not. We actually end up paying more. By neglecting our local businesses and embracing 100% technology-based services, where are we all going to work? How are we all going to earn? How can our economy stay afloat? It will all turn around and hike up prices. So, are we really better off?

Having been in the retail industry for over 20 years and learning every aspect of the business, I truly believe we can preserve the customer service experience without hurting your bottom dollar. There are processes we can follow. It all starts with proper training of your employees. From a local gas station attendant to local hardware shops to fashion stores. Training is key. The time and cost you put into training now will surely create long term customers. A good customer service experience is as good as a ad spot at the Super Bowl. Never underestimate the power of fist hand marketing.

If you build it, they will come!

I am not saying turn your backs on the big conglomerate. I am asking that we demand more for the money we spent. Do not sacrifice your self-respect for saving a few dollars. Let the people at the stores you shop that you want better service or you will go elsewhere. Sure, maybe if its just one voice, they may not care, but if it’s a constant comment they hear, it will happen.

By the way, when I say let the people know, I don’t mean yell at the floor sales person or cashier! They are helpless, don’t be that person! Let management know. Email them, call them or if you notice them in the store (IF) just mention it.

I do not mind supporting our local businesses even if it means spending an extra few dollar. It’s an extra few dollar into my community. It’s an extra few dollar into the local economy. It’s an extra few dollar for Mary who owns the local shoe store, or Joe who owns that hardware store!

Let’s adapt, but let’s not be naïve.