Now all our retailers need is commitment

They can't seem to understand that customer service isn't about rules and regulations but rather a way of making a lot more money. Or that faking service is like faking an orgasm. It might work every now and then but it doesn't build lasting relationships.

Part of my recent visit to the US and Canada involved a few days of doing nothing other than visiting big and small retail outlets, chain stores and independents, and talking to customers, owners and managers about what makes the retail business sink or swim.

Costs and bottom-line

Frankly, there was nothing that SA retailers don't already know about. It was all a question of delivering service and perceived value, while watching costs and the bottom-line like hawks.

There was one major difference however. But before getting to that, I must say that South Africa has absolutely nothing to be ashamed of in terms of its retail business. In fact, I had the impression our outlets were cleaner, a lot more presentable and certainly looked like they carried a far wider choice of products.

On the face of it, little SA stacks up very well against the mighty American masters of retail.

Still reluctant

But, as I said, there was a difference and this was in the service area. It was patently apparent to me that in the SA, shopkeepers genuinely believe that customer service pays dividends, while here in SA far too many still do it somewhat reluctantly.

Too many bosses lack commitment to customer service and too many coal face retail managers still see customers as irritants and potential problems, with the result that a very superficial level of customer service is applied. And one can spot it a mile off. Carefully rehearsed lines, forced smiles and winging it in terms of product knowledge.

Shallow sales talk

While in the US, because the bosses passionately believe that excellent customer service will provide excellent returns, this is cascaded down to the retail floor with the result that you can see it in the eyes of the shop assistants. You can see they genuinely want to help you and give you the best deal. Yet in SA, nine times out of 10, you can see it is all just shallow sales talk.