To imply that true quality no longer exists has an element of provocation about it. However, this is not an insignificant statement, because in many areas, quality of service in the emotional sense of the term has been transformed into ‘pseudo-quality’, which seems - and this is a pity - to suit a large proportion of the population who are ultimately undemanding.
On closer examination, quality levels have risen sharply thanks solely to technologies and certain perfectly oiled and standardised processes. This improvement has made it possible, whether voluntarily or not, to reduce the quality of services delivered by employees.
Here are a few examples that may seem anecdotal, but which detract from the ‘customer experience’:
• A respondent who doesn’t speak the local language in favour of English: while this may be practical for tourists, it’s more surprising for a local.
• Inflexibility when it comes to certain requests, even though they are simple to carry out.
• The reproach that ‘you should have ordered’, even though there’s plenty of room or sufficient products, but the service staff find it annoying.
• The fake smile when you enter a shop or restaurant and total ignorance when you leave.
• Loyalty or thank-you vouchers that are only of symbolic value.
• The obligation to deal via the internet without any possibility of choosing a2nd channel.
• The way in which customers are approached for a service or during a ticket check, for example.
Today, outside a closed circle of ‘very upmarket’ companies or businesses, service has often lost its credentials.
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For some managers, once the service has been delivered in accordance with the ‘contract’, the job is done, full stop. This is to forget that form is just as important as content, which no longer requires any effort thanks to technology, equipment and infrastructure, and above all no longer differentiates the product.
How can you have a ‘customer experience’ worthy of the name? Everything has already been said, but a few examples remain:
• Implement a ‘services’ charter.
• Smile in all circumstances, with constancy, dynamism and proactivity…
• Continuously train staff in the notion of ‘service’: for some employees, this is far from intuitive.
• Carry out checks or surveys with ‘real’ customers.
• Maintain the same quality for all customers, whether they are rich or not, whether they buy a lot or not, whether they are regulars or not: you can always differentiate more subtly between good, long-term customers.
• Don’t treat a regular customer as a friend: they remain a customer first and foremost…
• Being dynamic doesn’t mean talking down to the unknown customer or interfering in a conversion (yes, it’s true!).
To sum up, the quality of products and services has generally increased in technical and technological terms, but very often to the detriment of a certain ‘soul of service’.
It’s a shame, because all the subtlety and charm of service lies in being able to identify your customer in two seconds and serve them to the best of your ability. That’s the difference between quality and excellence. Perhaps a tutorial on TikTok will provide the answer, at least for the younger generation…
Happy reading and see you soon.