The “ideal” customer-focused employee

I was in a retailer recently and was once again amused by the framed picture of the ‘Employee of the Month’. How many times do retailers use this as a ‘motivational tool’ for their employees – as opposed to a genuine award? I can just imagine management chatting amongst themselves trying to remember who hasn’t received the award: “Let’s give it to Fred this month - it will make him happy.” I’m sure it will – but what about the consumer, will it make him happy? I am all for staff awards, appraisals and incentives, but as long as it is for all the right reasons. In a service environment, staff need to be customer focused – not nosing for an award! I recently spoke at a conference for a chain of supermarkets that give discounts to pensioners on a specific day of the week. “Why that particular day?” I asked, to which the response was that it was the quietest day of the week! So for whose benefit are we giving pensioners a discount? Do we ask all the local retirement villages and old age homes if that day suits them? Probably not. Another chain of retailers whom I had the pleasure to address, have invested in a Customer Service Liaison Officer for each branch. This is a brilliant idea; except that this employee seems to be the store’s best kept secret.

He or she is rarely seen on the shop floor. I also noticed that these employees are often about a generation younger than the average shopper, posing the question. ‘Do you really know what I want?’ So what are the characteristics of an “ideal” customer-focused employee? Who are the best people to let loose on your customers? Who makes the best customer service employee? It’s probably naïve to try to make a list of characteristics, because there is nobody in the world that will ever match the description. But maybe the following checklist will help.


Which of your employees can: • List at least ten specific reasons why it is so important to “delight” customers? • Tell the difference between a delighted customer versus a satisfied one? • Explain what leads to customer loyalty, and understands that highly satisfied customers are not always loyal, while some unhappy customers can be loyal? • List at least two good reasons why having unhappy customers is not always a bad thing? • Define every single moment of truth for which he or she is responsible, and is clear about what customers like, and dislike, about these moments of truth? • List at least five clear ways in which your business differentiates itself from your competitors to delight customers? • Define and describe at least ten different expectations of service delivery which your customers probably hold, and use to evaluate their service contact • List at least ten reasons why customers get upset, based on complaints recently received? • List the reasons why your customers quit your business, and approximately what % of customers quit for each reason? • Effectively and successfully deal with customer complaints, and knows exactly how to behave to calm someone who is upset AND keep themselves calm when things are getting tough, and when other people get abusive? • Come up with a list of new and innovative ways for adding value to the customer’s experiences in your business. Staff should be employed based on their attitude and personality, as opposed to only selecting candidates due to previous experience and skills. Skills can be taught – but try teaching attitude and personality – it’s easier to herd cats! So what you ideally need are staff that can demonstrate at least two thirds of the following attributes: • Assertive, self-confident, tactful and firm, rather than aggressive • Good listener and great empathy skills • Forgiving even when attacked, but not weak, can laugh off personal insults, and handle stress effectively • Friendly, polite, respectful and courteous demeanor • Cheerful and enthusiastic, and a good sense of humour • Able to stay focused on problems • Happy to compromise rather than win • Persuasive, and can sell advantages • A sense of fairness and justice • Can balance a few balls in the air • See that doing the right thing is more important than being right • Can easily see an innovative “third option” • Efficient and responsive. How many of these are present in your business? 

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