We all realize that finding good people can be a challenge. But it doesn’t end with people alone; management and proper training are even more important.
Recently I was at JC Penney’s at the local mall (yes, I prefer seeing and trying things on) when I asked an employee about something I hadn’t seen them carry for months.
The conversation went like this:
When will you be bringing in pocketed tee shirts?
I don’t know.
May I speak to your senior store manager?
She is not in today.
How about your merchandising manager?
Sorry, but she’s not in either.
So there is no one with whom I can speak?
Hold on, I’ll get someone.
(A few moments later, a lower-level manager approached me.)
Hi, may I help you?
I repeat the same questions as before.
He repeats the same answers as before.
Okay then, may I give you my number so she can call me?
Sure! Write it down, and I will be happy to give it to her. By the way, you could
order online…
If I am going to do that, I will just go to Amazon.
Okay then, she will be back on Monday. Thank you.
That was three weeks ago!
Earlier that week, I had read an interesting article about how the new CEO of Penney’s was stating how he was going to turn this dinosaur around. Somehow, the training needed to make this happen hasn’t reached the sales floor.
If it had, then:
Before escalating for a request to speak to the manager, the salesperson could have taken a more initiative-taking approach, as the lower-level manager could have done as well.
Or the manager would have actually received the memo and gotten in touch with me.
I gave the manager another two weeks and returned to be greeted by two
salespeople who were familiar with my dilemma. The conversation went like this:
Were you ever able to get someone to help you?
Nope, and I have left my contact information for the manager but to no avail.
That’s disappointing, but she will be in tomorrow so you want to leave your number again and we will be sure she gets it.
Sure, here it is again.
That was five days ago, and once again – nothing.
Not to worry; I just purchased 10 pocketed tee shirts at Academy.
Why did this happen?
- Did the CEO speak in error when he announced the changes he had implemented?
- When customers are told that certain expectations can be met, in this case, a better customer service experience, and it fails to live up to expectations, then chances are they won’t be returning.
If you are a CEO, business owner or in senior management:
- Have you made this same mistake in promising a better customer experience
only for that to fall short of expectations? - If so, how were you able to correct the issue?
- Was it poor communication or simply a poor business culture problem?
- If so, what needed to be corrected or improved to better the business culture?
Looking through the lens of the consumer and as an authority of how companies should run, it is disappointing to have shared this experience.
Because of the explosive growth in on-line sales, traditional retail must demonstrate that it is still worth it – for the buyers to walk inside their store, shop and purchase something. This means that their experience needs to be such that they will want to continue.
It requires that the store they shop in are well staffed with competent and engaged people actually motivated – and interested in representing the company which they are a part of. Should Penney’s fail to walk the talk, then they will no doubt follow the same demise as other retail giants such as Sears.