5 Pitfalls of Inadequate or Poor Customer Service given by Retailers

1. Customer Service Consistency

The consistency of the customer service is very important especially in a well established retail brand such as Robinsons. Customers may get frustrated, confused and can start to complain if they keep receiving a different standard of service each time they patronise the store. This can happen at different aspects of service such as a conversation via their hotline or a face to face enquiry on the products or services.

Example: If a customer calls up the customer service hotline regarding the enquiry of a certain product, he/she is attended to by a very polite customer service consultant over the phone but however when the same customer decided to visit the store itself, the service personal she met there speaks to her in a different tone or rather rudely. This can get the customer confused about its impression of service standards. The image of the service standards of Robinsons can be tarnished easily through word of mouth in this way, regardless how many good services Robinsons associates have given to other customers.


2. Not Going-the-Extra-Mile

Many or in-fact almost most of well-established retail stores such as Robinson, TANGS, Swaroski, etc are facing up the challenge of providing excellent customer service. Going-for-The-Extra-Mile campaign is also encouraged by the government. Hence, in today's established retailers' context, it is considered a must or a need to implement the spirit of excellent customers service in order to grow in the competitive retail industry and survive in the long-term. As a result, customers nowadays are aware and become increasingly particular about this level of service which they expect if they are paying a higher price for good value.
Hence, if just one minor sales associate happens to disregard this mindset and serve his customer in a relunctant or very mediocre manner, that customers may just made a very nasty complain and bring the matter up very seriously in the store. A few of these category of customers can easily bring the image of the store down as onlookers in the store will notice the situation and derive negative comments.

Example: Upon a customer’s intention of purchasing a model of dress in Robinsons, the service personal apologized kindly to inform the customer of not having the stock. However, customer is not satisfied as the personal did not go the extra mile to even bother to check in another store or outlet to find out for the customer nor did he offer other alternatives. The customers became furious and blew up the matter to the supervisors and department manager.

3. Poor Service Recovery

This situation arises when a complaint is not taken seriously specially by an angry customer who has had bad experience with a certain product or service. Service recovery can either make or break the faith in a customer. Impressive good service recovery can retain a customer and change their impression they had earlier. However a bad service recovery can lead to loosing a customer forever.

Example: If a customer makes a complaint that there is a fault in the product that he just purchased within a week of purchase and comes back to change but is attended rudely by service staff or refuse to change for the customer, it can actually make the customer more frustrated and hence the company would loose out on the customer.

4. Personal problems reflected in work

When an employee’s personal life is in crisis or out of control, they may exercise aggression and negativism towards customers in an attempt to put some part of their life in order. This can bring out their frustration out at work and affect their communication and interaction with customers.

Example: If the staff is in a bad mood due to family problems, he/she could accidentally vent out the anger on a customer and cause serious trouble. This could then mean losing the business from the customer for the company. Solution: Clear communications with employees: If their personal life is affecting work performance, talk about it. Time off, access to counseling or just listening may prevent more serious problems.

5. Lack in Product Knowledge

There is nothing worse than dealing with an employee who listens to a problem, then shrugs and says they have to ask someone else in the company to intervene and provide a solution.

Example: When you ask a staff for help regarding a problem, the person just puts you on wait instead of helping you get over the problem. This displays their lack in product knowledge which can hinder them from helping their customers with problems or queries. Solution: Send employees for training and workshops.