Lately I noticed tellers at financial institutions and checkout people at stores are purposely attempting to engage their customers in small talk. Since the effort seems unnatural, I assume they are being trained or at least directed by management to do this. I further assume they have been instructed to avoid certain topics such as the weather or at the financial institutions any reference to the customer’s accounts. Instead, they all have the same question, “What are you doing today?” If the day is Friday or Saturday, they ask, “What are your plans for the weekend?”
I find these questions annoying for several reasons. First, I don’t necessarily want to share what I am doing. That may be too personal or require more explanation in order to make sense. Either way, I am not interested in pursuing that conversation. Attempting to reply without giving out any information makes me uncomfortable. I would like to say “None of your business,” but that would be rude. Yesterday I heard a customer next to me answer by saying, “I’m bored.”
I almost laughed out loud.
Second, the person asking really doesn’t care, and that shows. The person’s question is almost an automated response. The attitude is “Okay, I’ve been told to say this so I will.” He or she has no interest in remembering the customer’s response. The question is to fill awkward time and follow orders from management.
I’m certain management’s intent was to show interest in the customer.
Finally, I know from experience that this intent could be accomplished but needs to be done differently. Rather than instructing employees to ask the same question of every customer on every visit, teach them to be observant. Have them notice something about the customer. A good focus is the customer’s clothes. What is the customer wearing? Does a color stand out? Does an item of clothing look comfortable or warm? Does the clothing have an insignia on it? Does the clothing indicate the customer has been working?
From the customer’s clothing, many comments or questions could be asked. If the color stands out, a comment of “That’s a bright color, That’s a nice color on you, or That’s a unique color” could be made. If the item looks comfortable on a hot day or warm on a cool day, say that. If the clothing has an insignia, the insignia gives insight into the customer being a fan of a team or working for a particular company. Noting the insignia could lead to a question of how the team looks this year. If the insignia is for a company, a question of how the person is connected to the company could be asked. If the customer is in a uniform or dressed in work attire, a question of how was work today could be asked.
Noting the customer’s clothing and making a comment from it prompts a question that is relevant to the customer. This question immediately involves the customer and elicits a response. He or she feels noticed. This question is personal because it originates from the customer’s clothes yet general because it is not probing for details of a customer’s activities. This question shows the engagement of the employee through observation.
This question promotes interaction between customer and employee, which is the best way to communicate interest in the customer.
This week's marketing trivia challenge is What relevant question have you been asked? E-mail me your answer.
I find these questions annoying for several reasons. First, I don’t necessarily want to share what I am doing. That may be too personal or require more explanation in order to make sense. Either way, I am not interested in pursuing that conversation. Attempting to reply without giving out any information makes me uncomfortable. I would like to say “None of your business,” but that would be rude. Yesterday I heard a customer next to me answer by saying, “I’m bored.”
I almost laughed out loud.
Second, the person asking really doesn’t care, and that shows. The person’s question is almost an automated response. The attitude is “Okay, I’ve been told to say this so I will.” He or she has no interest in remembering the customer’s response. The question is to fill awkward time and follow orders from management.
I’m certain management’s intent was to show interest in the customer.
Finally, I know from experience that this intent could be accomplished but needs to be done differently. Rather than instructing employees to ask the same question of every customer on every visit, teach them to be observant. Have them notice something about the customer. A good focus is the customer’s clothes. What is the customer wearing? Does a color stand out? Does an item of clothing look comfortable or warm? Does the clothing have an insignia on it? Does the clothing indicate the customer has been working?
From the customer’s clothing, many comments or questions could be asked. If the color stands out, a comment of “That’s a bright color, That’s a nice color on you, or That’s a unique color” could be made. If the item looks comfortable on a hot day or warm on a cool day, say that. If the clothing has an insignia, the insignia gives insight into the customer being a fan of a team or working for a particular company. Noting the insignia could lead to a question of how the team looks this year. If the insignia is for a company, a question of how the person is connected to the company could be asked. If the customer is in a uniform or dressed in work attire, a question of how was work today could be asked.
Noting the customer’s clothing and making a comment from it prompts a question that is relevant to the customer. This question immediately involves the customer and elicits a response. He or she feels noticed. This question is personal because it originates from the customer’s clothes yet general because it is not probing for details of a customer’s activities. This question shows the engagement of the employee through observation.
This question promotes interaction between customer and employee, which is the best way to communicate interest in the customer.
This week's marketing trivia challenge is What relevant question have you been asked? E-mail me your answer.
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