Channel4 are showing a series on Customer Service beginning tonight (Jan 19th, 9pm) with Queen of Shops, Mary Portas.
Hopefully the use of hidden cameras in store will highlight to retail bosses just how poor their customer service is.
We have been using the technology (covert, body worn cameras) for many years to show what really happens when a customer visits a store.
We have worked with major retailers, shopping centres, coffee shops and car dealerships.
Mostly it is with technology brands who want to see how their products are being sold in store, and if the staff training is being used properly.
We approach a member of instore sales staff, pretend to be buying (a new TV for instance,) and see what they say about certain brands and which they ultimately recommend.
By covertly recording the whole store visit and interaction with staff, the bosses in Head Office can see what its really like to be a customer.
The principal in fashion stores is just the same.
Customers deserve to be shown respect by store staff, who have to realise how their actions are interpreted by customers.
In these tough economic times, you might assume that stores make customer service their top priority, but apparently not.
Many say that it is their highest priority, but when it comes to investing in the research, training and education programmes needed, suddenly other priorities arise.
The stores who do invest in this will be the first out of recession, and will force the others to play catch up.
So hopefully Channel 4 and Mary Portas will help all shoppers get the customer service they demand.
I for one, will be watching with eager anticipation.
http://www.astoncovert.com/
http://www.thecovertagency.eu/
http://www.happycustomers.info/
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