The Frustrations of Retail Customer Service: Training, Experience, and Customer Interactions During Pandemic

Many retail employees are often untrained for the jobs they are assigned, leading to poor customer service and frustration. Companies may opt for minimal training programs, or none at all, as a cost-cutting measure or because they believe the high turnover rate will naturally weed out inefficacious employees. However, this approach can have significant consequences. In this article, we'll explore the reasons behind the lack of customer service training in retail, and how it affects both employees and customers.

Why Retail Employees Are Often Undertrained

One of the primary reasons why retail employees may not receive sufficient customer service training is simply due to the cost. Implementing comprehensive training programs can be expensive, especially for smaller retailers. In many cases, companies opt to hire new employees with minimal training, assuming they will either learn quickly or fail and be replaced quickly. As a result, the perceived cost of training and maintaining a well-informed workforce is often seen as being too high.

A common mantra in retail is: You're hired, you start tomorrow. Your immediate supervisor will answer any questions. And you start a career in the hardest business on the planet. Retail. While dealing with angry or demanding customers is a reality for many retail employees, it is often not properly explained in the initial training process. The resulting lack of preparation can lead to misunderstandings and poor customer experiences.

Understanding the Customer's Perspective

Clients often demand quick, efficient service, and when they don't receive it, they can become frustrated. During challenging times like a global pandemic, these frustrations can be exacerbated. For instance, during the height of back-to-school shopping or when parents are trying to purchase necessary items for their children, customers may feel that suppliers are not doing enough to stock products. Sometimes, customers make uninformed statements like, “Well, why don't you have it in the back” or “You're just lazy, you didn't even check in the back.”

Companies, especially smaller ones, often do not have the resources to stock every item across every department. It is crucial for employees to have the right information and to be able to clearly explain the inventory situation to customers. However, faced with high turnover rates, many retail staff have little to no formal training, making these clear explanations difficult to provide.

The Impact of Undertrained Staff on Customer Satisfaction

When employees are undertrained, it affects the entire retail experience for customers. Imagine a scenario where a customer asks if a particular laptop is available, and an employee responds, “Well, we have no Chromebooks in stock, but the least expensive laptop we have is a Lenovo for $549.” If the customer has been informed that a different laptop model is available but is told there is none, they might leave feeling deceived and dissatisfied. Even if the next customer’s specific inquiry has an answer, the series of negative experiences can harm the store’s reputation and sales.

Such exchanges illustrate the need for better training in retail. Employees should be not only knowledgeable about the products they sell but also skilled in customer communication. This includes addressing customer queries, recommending suitable alternatives, and handling dissatisfaction gracefully. Proper training can help employees provide more accurate and helpful information, leading to better customer satisfaction and loyalty.

The Future of Retail Training

As retail continues to evolve, especially in the digital age, the need for effective training is becoming more critical. Companies that invest in training programs can see long-term benefits, including higher customer satisfaction, better employee retention, and improved overall business performance. While some companies may still rely on the "sink or swim" mentality, others are recognizing the importance of equipping their employees with the necessary skills to excel in today's challenging retail environment.

Ultimately, retail businesses should adopt a more holistic approach to training. Comprehensive, affordable training programs can help retail employees better understand their roles, improve customer interactions, and contribute to a positive shopping experience for all customers. By doing so, they can foster a more professional and customer-oriented environment, leading to a more successful and sustainable retail business.