How often do you sit down for a meal in a restaurant, make a purchase in a shop or take your car for a service only to find yourself dissapointed with the level of service? Which results in dissatisfaction with the purchase.
Yet every business can only survive by giving a level of service that results in repeat business and wider recommendation to others. So why does this happen? Poor experience is not an isolated event either, it endures and I'm convinenced that the fault lies in staff training (or lack of it).
Particularly in lean times, businesses see survival in cost cutting, when the truths is, that investment in staff and their capabilities distinguish a business from it's competitors, by creating an enhanced and pleasurable epxerience.
Whilst not suggesting a generalised and potentially insincere "American Burger Bar" style approach, a smile helps, as does a confident approach through product knowledge and a genuine passion for "the brand".
A smile costs nothing, but customer service and investment in staff is often far more beneficial than advertising and investment in plant. There's no point advertising poor staff, an atmosphere lacking in morale, or a poorly manufactured product.
Investing only £120 in your most valuable asset - your staff - can yield great dividends. Why not consider a customer service course as a means of business development?
Peter Saunders Bsc
Director - Rubicon Developments Ltd
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