Devan Moonsamy
Customer service training is always needed in the ever-evolving world of retail. Whether your client uses your website and app for purchases or strolls into your store, they will expect impeccable service.
However, since living through a pandemic it is difficult for both clients and staff to adapt to the world of change. At the ICHAF training institute we talk about how body language has an existing relationship with communication. In order for effective communication to be achieved we must see a combination of verbal and non-verbal communication. Yet now that sales people and customers are wearing masks it is difficult to see the one gesture of body language that is known worldwide to be contagious – smiling.
Staff are always told to be friendly and hospitable. We also say that this can be done by projecting a smile, shaking our customers hand when we greet them and just engaging in conversation respectfully. Under the Covid-19 survival guideline handshakes are not allowed and wearing a mask is compulsory making it difficult to use the tool of body language to ensure effective communication.
At the same time, we should acknowledge how there is a need to be aware of social anxiety our customers might have. It has taken many months for customers to change their living habits and start coming out of their homes to reconnect with society.
This means the few clients that would previously exclusively shop online because of the pandemic are now coming out to malls. The move in the behaviour by clients could be as a result of more people taking the vaccine. But whatever the reason, it looks hopeful for the retail industry.
Now the real question should improvised customer service training on how to handle clients during a pandemic being administered?
It must be noted that customers have been cooped up in their homes. Restricting family members and friends visit in the fear of contracting the virus. The anxiety and pressure could have them lacking their common social skills. The moment a customer steps into your store try not to overwhelm them.
Instead, gradually approach them at an appropriate distance, wearing your mask and informing them that you are available to assist them. If they indicate they are just having a look, give them their space and ask them to call out to you should something catches their eye.
You might wonder what’s different about this? Nothing at all. But it should be a reminder to our staff to still treat every customer as a potential sale and not as someone browsing to waste our time.
The reality is as much as clients have social anxiety our staff members have also not performed these tasks for a while. A gentle reminder will do good in allowing them to see that their treatment of a customer has an impact on sales.
We need to restore our customers faith in using our stores as a go to for items. As much as the platform of online is convenient and ever so efficient, it does have its challenges. Customers still want to feel prioritised and an in-store experience allows that.
It is unacceptable for retail staff to be busy on their phones whilst customers walk around the store without help. As a manager you need to reinstate the interaction policy. Targets must be revised and introduce incentives to motivate staff to reach their targets.
Online purchase is growing rapidly and the reality is that if we don’t improve in-store experience for customers we run the risk of branches closing down and this ultimately means job loss.
Customer feedback is essential. Use customer feedback forms to also identify what needs improving in the store.
As much as we are still under pandemic conditions, we have to acknowledge that people need to survive and many of our retail stores provide jobs for the bread winners of the family. It is for this reason that we need to save the retail industry and we can do this by ensuring training is done to improve customer service. After all customer service has a huge impact on profitability.
Devan Moonsamy is the CEO of ICHAF Training Institute, a South African TVET College. He is the author of Racism, Classism, Sexism, And The Other ISMs That Divide Us, AND My Leadership Legacy Journal available from the ICHAF Training Institute.
The ICHAF Training Institute offers SETA-approved training in business skills, computer use, and soft skills. Devan specialises in conflict and diversity management, and regularly conducts seminars on these issues for corporates. To book a seminar with Devan or for other training courses, please use the contact details below.
Tel: 011 262 2461 | 083 303 9159 |
Email: admin@ichaftraining.co.za devan@ichaftraining.co.za |
Website: www.ichaftraining.co.za | www.devan-moonsamy.com