The most important visitor on our store premises is....

A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so.”

― Mahatma Gandhi

These days, a customer can walkin to a large departmental store and be stopped only at the security gate  and there after go in and browse through the entire store for hours on end and no one else will even ask you how they can possibly help you !

The designation of the staff is typically " CCA" Customer Care Associate, but they hardly seem to care for the Customer ! It is not that they are purposefully avoiding you and doing something else instead.

A typical transaction and conversation goes like this...

A customer walks in to a branded area with rows of pants of a famous brand, and keeps looking, checking , feeling...

The CCA asks him " How may I help you ? "
Customer : I am just looking..
CCA .. Typically leaves the customer and goes back to what ever he is doing..

Customer keeps looking around, does not find what he wants, then he looks for the CCA who is now not available, then the customer walks off

Reason :-

It is not that the CCA does not want to sell. If any thing, he is dependent on the salary and a large percentage of the income is incentives driven and he wants to make the sale..

But the kind of training that has been provided is never adequate. Either the CCA has been around for hardly a few months, does not know English or is very shy of using the few words that he knows and has hardly been trained either by the Multi Brand store or the Brand itself, while the customer is speaking in English ( works in a software or BPO) . He feels in adequate if the customer asks any questions and cannot answer them back ! Better to " hide" behind some work of stacking and re stacking the racks .

Solution :-

Considering that the Brand spends so much on marketing to get the customers, if they spent some of the effort on training the CCA, then she would have asked a few more questions to the customer and answered his queries and made the sale !

Hello ..Brand and Sales Managers ! Are you listening to your customers ?

Why cannot you train your CCAs to give us, the Customers, a better service ?

Tell us ...

Posted in: CCA, Consumer, customer, Malls