Enhancing Customer Service
By Angela Altass
Enhancing customer service in convenience store environments can be a challenging and rewarding undertaking.
“The 24/7 model of convenience stores sets them apart in the retail industry,” says Kerrie Gill, marketing specialist for It’s All Goods and author of the article Delivering Top-Notch Customer Service in 24/7 Convenience Stores. “Serving customers around the clock, these establishments cater to a variety of needs, from a quick snack to last minute household essentials. This continuous operation, while beneficial for customers seeking convenience and flexibility, presents unique challenges for the stores, especially in terms of customer service.”
Gill notes that these challenges include maintaining a consistent high-quality customer experience, attracting and retaining talented employees and staying competitive amidst increasing competition.
Markus Giesler, professor of marketing, Schulich School of Business, York University, notes that competition has impacted customer service expectations.
“Competition is at an all-time high,” says Giesler. “There are more people offering the same things so differentiating becomes ever more challenging and important. Everything is an experience now.”
A shift from a service-based economy to one that is experience-based has elevated identity over utility, says Giesler.
“Utility means that, for example, back in the day we used to think of services in terms of their attribute-oriented benefits, such as how well a bakery bakes bread and whether the bread is cheap enough,” says Giesler. “Now, it’s about identity and what going to this bakery says about who I am as a person. In a marketplace dominated by experiences, things are less about utility, or actual values and benefits, and more about the identity value that consumers get out of something.”
Making a store visit unforgettable enhances the experience for the customer, says Giesler.
“This sounds rather trivial but it is actually pretty complicated,” says Giesler. “When you think about the kinds of relationships that people have with convenience stores, sometimes it’s just a superficial transactional relationship and, in other cases, it’s actually a deep and strong, enduring emotional bond because it’s the convenience store down the road that you’ve been going to for years.”
Something that adds a personal touch or an element of humanity or a unique experience to an otherwise transactional thing can enhance customer service and make your business one to remember, says Giesler.
“When you look at foodservice delivery, for example, one of my favourite restaurants always sends a little handwritten note with an order,” says Giesler. “It’s just a line or two but it really makes me feel very good about the experience. Another example is the dry cleaner in Toronto where I shop has a little sign in the window that says if you are unemployed and are currently taking job interviews, they will clean your clothes for free. I saw this years ago and have never forgotten it. I take all my dry cleaning there because I think it’s a unique and very human touch on something that is pretty generic: dry cleaning.”
Quality customer service involves emotions, time and space, politics and fairness, and technology, says Giesler.
“One key aspect of service quality is how it makes us feel as consumers,” says Giesler. “It’s not so much about the price or value but how do we feel about the service. Feelings should be on top of the agenda for everyone who is in a small service-based business because feelings really make or break your momentum with consumers.”
Time and space are also important, notes Giesler.
Service isn’t just about the act of washing a car or the sale of convenience items; where the service takes place matters greatly,” he says. “How is the space designed and how is the flow within that space? That is something that you can influence.”
Politics plays a role in customer service in regard to the sense of fairness and equity that a business signals, says Giesler.
“I’m saying this because a lot of service-based businesses are lower pay and fairness and equity towards employees is an attribute that consumers pay increasing attention to,” states Giesler. “So, if you treat your employees well, that is something that your employees signal and embody in the way that they interact with customers; which is worth a lot. Treat your employees like your most important customers. Happy employees mean happy customers.”
A motivated and inspired crew always provide better customer service, says Tom Hart, director of business development, Ready Training Online (RTO).
“You can’t enforce good customer service,” says Hart. “It is modeled by, and starts with, the store manager. When I worked in operations, the first thing I did was have the district managers greet the employees at the front register when they visited sites. Good customer service needs to be inspired and it starts at the top.”
Technology is also important to providing quality customer service, adds Giesler.
“Allow people to pay in the way that they deem convenient,” says Giesler. “I see a lot of businesses that refuse credit cards or debit cards, which can make paying difficult for some people. I see businesses that are not investing in technology, which is something that consumers are increasingly impatient about.”
People see technology all around them and your customers expect you to have it, understand it and embrace it, says Hart.
“Make sure the technology works well,” states Hart. “Don’t try to embrace everything all at once but when you do install technology make sure your employees understand it. Look at the world around you and make sure you’re reflecting that back in your store.”
Working at a convenience store is a lot of responsibility, notes Hart.
“People don’t expect to spend half an hour at a convenience store,” says Hart. “They want to be in and out quickly. Staff need to keep the line moving. They have to ask people for ID and sometimes customers can get mad about that. Staff have to keep the store clean and wait on customers; sweeping the floor while also keeping an eye on the parking lot. They are constantly multi-tasking and have to do it all while keeping a cool head.”
RTO offers training that is specifically catered to the convenience industry. Included in their training offerings are videos that are shot at their own production convenience store studio.
“For example, we just filmed one on de-escalation to help employees understand what to do when confronted with certain situations and how best to handle them,” says Hart. “We have universal training on such things as safe lifting, robbery prevention, or interview skills. We can also create custom content.”
Frontline workers can get confronted with various unexpected scenarios, such as dealing with unhappy customers, someone slipping or falling, or even a robbery attempt and Hart feels there is a responsibility to ensure they receive proper training for the job.
“I worked with convenience stores my entire life,” says Hart. “I was held up at gunpoint at the age of 18. When you hire someone, you don’t always think about all the things that can possibly happen. I think we have a responsibility to show people what is expected of them and how they can succeed and what to do in certain situations.”
Listening to customers is a good idea, says Hart. “If you have a new coffee bar set up or a new foodservice item, ask your customers how it’s going and what they think of it and make sure feedback goes up to the leadership of the company. Sometimes what we think is a great idea can fall flat with customers.”
Being genuine is a key to customer service, says Hart. “I can tell what the mood is when I walk into a store. Make working there enjoyable. Inspire your team and respect the customers. Don’t let one customer who is in a bad mood ruin your day and affect the next 50 to 100 customers you see. Get to know your customers and be the neighbourhood store with a friendly atmosphere.”
Getting to know your customers and taking care of employees is the starting point to a plan that delivers a higher level of service.
“Delivering excellent customer service in a 24/7 convenience store requires a well thought out strategy,” says Gill. “From ensuring a safe and welcoming environment to maintaining service consistency, each aspect plays a crucial role in shaping the customer experience.”
