I had an interesting experience the other day. I train people in how to show empathy in customer service and when I’m a customer I’m always looking out for how well service providers do it.
I was shopping for clothes and was in a well known high street clothing store, one which prides itself on its excellent customer service.
Buying clothes is a very different experience to buying petrol or paying a bill. The next time you’re standing in a queue paying for petrol, have a look at the customers’ faces and general attitude……then do the same in a clothing store. Generally we enjoy buying clothes and see it as a treat; we don’t enjoy paying for petrol or paying bills, these are a necessity we wish we didn’t have to do.
I was happy with my choice of clothing and was looking forward to wearing my new outfit that evening on a night out with friends. Approaching the till to pay I was greeted as usual by a very friendly and approachable lady, no change there to my expectations of service from this well-known high street store.
She commented on my ‘good choice’ in clothing and proceeded to process the purchase. “If you could place your card in the card reader please” she said politely. She was helping me purchase clothing which I was looking forward to wearing. “Could you enter your PIN please?” again politely asking.
Then came the surprise. “I’m sorry it’s taking so long” she said to my surprise. I hadn’t even noticed the time passing. Remember I was in a happy frame of mind and was happy being there.
“Oh that’s all right” I replied, thinking that was the end of it.
“The card machines are new you see” she continued. “Management decided to change them. I don’t know what was wrong with the card machines we had before.”
I smiled as politely as I could, hoping to show some sort of understanding of what she was saying.
“I don’t think management know what they’re doing. Still, who am I to say anything? These card readers don’t even scan your card very well for smaller purchases, they’re not working properly yet, you still have to enter your pin for everything” I was totally confused now, was she still apologising or using me to listen to her gripes and groans about ‘management’?
“If you’d like to take your card now please? Enjoy the rest of your day” she said with a smile and I walked away feeling very different to how I felt 2 minutes earlier. I was enjoying my shopping experience and looking forward to wearing my purchase later that day, and now my mind was filled with anti-management sentiment.
Did she really apologise to me? I think not. As I walked away from the till wondering what had just gone on I over heard her say to the next customer “I’m sorry it’s taking so long. The card machines are new you see. Management decided to change them. I don’t know what was wrong with the machines we had before.”
A vital step in showing empathy is spotting the correct opportunity. The sales assistant felt uncomfortable with the new technology and expressed this through her conversations with customers, who were perfectly happy with the new technology.
My Grandfather used to say to me that a “bad workman always blames his tools”. Whether it’s ‘the computer says no’ or simply blaming others, don’t blame your tools, customers aren’t interested.
I hope this has made you think as it did me. Empathy is one of the hardest skills to master in customer service and just having the words to say aren’t enough.
If you would like to find out more about the training we do at CFA Training please check us out at www.cfatraining.co.uk or contact us on 07984 030 180 or 0121 247 5736.