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Your Money, Your Call
Cresencia Marjorie Chiremba
LAST Sunday, I visited a large supermarket along Bulawayo Road, just past the Whitehouse turnoff.
I was hoping for a pleasant shopping experience. However, my interaction with the cashier was disappointing.
The woman at the counter was moody, serious and unapproachable, not offering even a smile.
Despite my attempts at casual conversation, she remained unresponsive.
When I received my change, it was supposed to include some coins, but she did not have any. She abruptly asked what I wanted to buy with the remaining change. I firmly replied that I did not want anything; I simply wanted my full change.
Without a word, she reached for the till to return my money and cancel the entire transaction.
As I was on the road and could not afford to leave my purchased items, I had no choice. I, thus, immediately offered to buy a soft drink with the remaining change.
She could have offered me store credit, for use on my next visit. Unfortunately, she was not willing to do that. As a customer, I felt unwelcome and dissatisfied with the service due to her unfriendliness.
What many employees in supermarkets and other retail stores do not realise is that friendliness when serving customers goes beyond politeness. It involves a genuine desire to help, a positive attitude and the ability to make customers feel valued and appreciated.
When customers experience friendly service, they are more likely to be satisfied, loyal and recommend the business to others. Shop owners should understand that friendly interactions foster strong customer relationships. When customers feel welcomed and appreciated, they are more likely to return and recommend the business.
This loyalty is invaluable in competitive markets as retaining customers is often more cost-effective than acquiring new ones.
A friendly demeanour can significantly boost business for any organisation. Valued and respected customers are more likely to overlook minor issues and focus on positive experiences. This leads to higher satisfaction ratings and positive reviews, essential for a business’ reputation.
A business’ brand image is influenced by its customer service.
Those known for friendly and helpful staff attract and retain customers more effectively. Conversely, a reputation for unfriendly service can deter potential customers and harm the overall business image.
Unfriendliness significantly harms businesses as it can lead to immediate customer dissatisfaction. When customers feel ignored, undervalued or disrespected, they are unlikely to return. At the same time, they are more likely to share negative experiences.
This results in lost repeat business and damage to the organisation’s reputation.
In this social media age, news about negative experiences spread rapidly. Negative reviews can deter potential customers. This negative word-of-mouth portrayal of the business is difficult to reverse.
Businesses must differentiate themselves to succeed. Friendly customer service is a competitive advantage that can set a business apart and prevent customers from switching to competitors.
Employees with negative attitudes can significantly impact customer experiences.
When personal problems are brought to work, innocent customers are often the unintended recipients of this negativity, creating an unpleasant environment. This can lead to poor customer interactions, decreased satisfaction and a tarnished business reputation.
It is essential for employees to maintain professionalism and leave personal or internal issues outside of customer interactions to ensure positive customer experiences.
Cresencia Marjorie Chiremba is a marketing consultant with a strong passion for customer service/experience. For comments, suggestions and training, she can be reached at: [email protected] or +263712979461, 0719978335, 0772978335.
Online Reporter