Week 13 (Customer Service)

1) Improper remarks

It is highly unprofessional for any customer service provider to pass personal or improper remarks in front of customers. This behaviour will definitely provoke customers and might even start a dispute.

For example, Andy and friends went to a Pizza Hut outlet at Tampines Mall. Andy accidentally spilt orange juice onto the floor. He called out to one of the waiter to clean the mess up. While wiping the floor, the waiter passed remarks such as 'So clumsy. So big yet so clumsy,'. Even though the waiter muttered these remarks under his breath, they were audible enough for Andy to hear. Andy got displeased and hence started a dispute with the waiter.

Service providers must never pass personal remarks. In fact, no one must ever pass personal remarks to others in front of them or behind their backs. This is because we human beings are easily offended and will tend to get very defensive especially if the remarks are negative. Apart from remarks, service providers must also control their facial expression. Always express a neutral or happy facial expression in front of customers.

2) Absence of apology

Apologising is a form of courtesy in the service industry and if done sincerely and correctly, it definitely diffuses the tension in any situation. Service providers must always apologise especially when they are in the wrong and offer compensation if necessary.

There's a long queue outside Swensen's restaurant. Mark and 7 friends joined the queue. After waiting for 30 minutes, they were standing at the beginning of the queue and were to be seated next. 10 minutes later, there was an empty table. However, the waiter didn't offer Mark and friends that empty table. Instead, the waiter called out to a group who were at the back of the queue to occupy that empty table. Mark was stunned thus he demanded an explanation from the waiter. The waiter told him to wait and entered the kitchen to attend to something. 10 minutes later, the waiter came out and told Mark that the table was only available for 8 people. Mark then told the waiter that he and his friends make up 8 people. The waiter then looked confused. He told Mark that he had mistaken the group of people queueing behind Mark for his friends as well. Mark got angry because the waiter had miscounted. Mark then exclaimed 'We waited very long okay!'. The waiter didn't apologise, instead he said 'Everyone also wait very long!' then he left the waiting area and he re-entered the kitchen. Mark was really angry and went on to create a scene at the counter.

In this case, it is obvious that the waiter did not behave properly as a service provider. Firstly, he was really rude because he walked off when Mark demanded an explanation. Secondly, he did not apologise even though he was in the wrong. He should have clarified with Mark instead of assuming the number of people that Mark brought along with him. Thirdly, he did not ask his manager whether any compensation (such as free drinks/side dish) can be offered to Mark and friends.

3) Improper Appearance

It is highly important for service providers to have a good standard of grooming. Appearance really matters and it highly determines the first impression of a person. Customers will get very turned off if customer service providers are not dressed professionally.

Megan is a private piano teacher. One day, she decided to work at Yamaha Music School. On the first day of her work, she wore a full set of office attire which consists of a white office blouse, a dark-coloured skirt and a pair of office footwear. However, she unbuttoned the first 4 buttons of her blouse and thus, her cleavage was clearly exposed. Also, the slit of her skirt was a tad too high, thus her thighs were exposed. When the parents of her 2nd student saw her for the first time, they immediately requested for a change of teacher.

When you are on duty and serving customers, you must never dress in a sexually provocative manner. For guys, facial hair must be trimmed and for girls with long hair, it is best to pin or tie it up. Also, do take the time and effort to iron your clothes because even if you dress in proper office attire, people will look down on you if your clothes are not ironed or highly crumpled. Unless you are a piercing or tattoo artist, your customers and bosses will never be interested in seeing the tattoos and piercings on your bodies. Make them disappear when you're on duty.

4) Lingual Inadequacy

Although there is an influx of foreigners coming in to Singapore, it is never wise to put non-English speaking employees especially on the front line. This is because the front line is the party which directly communicates with the customers. Customers will get really frustrated if they find it difficult to get their message across to service providers. Misunderstandings are bound to occur and eventually customer loyalty will be weakened. For example, for restaurants, food orders can be taken wrongly.

Stuart is a Canadian tourist who enjoys travelling overseas alone. Once, he went to Singapore. He wanted to get to a particular area in Orchard Road from a bus stop in Woodlands. Even though there were descriptions of the bus routes printed on the bus stop display board, he was still very sceptical and confused. So he flagged down the next oncoming bus, boarded it and asked for directions from the bus driver. To his dismay, the foreign bus driver could not converse in English. After minutes of futile conversation, Stuart proceeded to ask the passengers on board for directions. However, the passengers themselves were not certain of the bus route.

Whenever there is communication breakdown, misundertandings will happen, disruptions will occur, tension will grow and eventually a dispute/fight will break out.

5) Over-impose of personal opinions

It is important for service providers to make recommendations to customers. However, it is not wise to impose your opinions in an over-bearing manner to the customers. Customers will feel irritated and suffocated with your service.

First Situation :

Andy wants to buy a laptop for his Polytechnic education. He already had a few selection of laptops to purchase in mind. He went to Courts Megastore at Tampines. Upon arrival, he was immediately attended by a salesperson. The salesperson made many recommendations of other brands of laptops. However, Andy still decided to purchase the laptop that he had in mind. The salesperson kept insisting that the laptops that he had recommended are more worthy of purchasing in terms of price. He made Andy feel as if Andy is not capable of making a wise decision.

Second Situation :

Jane wanted to buy a black eyeliner at Face Shop at Northpoint. The salesgirl who attended to her applied blue and black eyeliner onto Jane's eyelids. Upon observing herself in the mirror, Jane still decided to purchase the black eyeliner. However, the salesgirl kept insisting and continuously remarked that Jane looked better with the blue eyeliner. She made Jane feel irritated because Jane didn't even ask for a second opinion.

It is okay to make recommendations but refrain from making personal judgement towards customers. Customers will get really turned off especially if a service provider is very persistent on his/her opinions. Wait for customers to ask for your opinions first before giving them. Do not be over bearing towards customers and let them feel happy with their purchases. Give them the space to breathe when attending to them.

DONE BY : YARASYIMAH