A Customer Service Executive(CSA) is one of the most crucial links in the retail chain. Delving into his/her role.
I was recently driving back home after an usually disorderly and long day at work. I didn't realise it was past 10pm and it suddenly occurred to me that I had procrastinated purchasing some biscuits and chocolates for my six-year-old nephew who was arriving with the family the next morning. All my usual shopping destinations enroute - Spencer's and More - were all closed. As I drove through the narrow and winding roads of Chennai, I discovered a faint light at the corner of a deserted street. I got off my car to try my luck at this pigeon-hole sized grocery. Thank god for the existence of mom-and-pop stores! I gallantly fought the stench from the rotten vegetables and eggs discarded outside the store and carefully tip-toed to the front of the counter, where I was face to face with the shop-keeper.
Thambi vs the CSA
A closer look at what drives consumers back to the store.
Spoilt as I am from shopping at the brightly lit and air-conditioned supermarkets; I missed being able to stare at 12-16 running feet of biscuits of all brands, sizes, shapes and colours neatly displayed on open shelves that was all there for my choosing. I could also have been assisted by trained youngsters in uniforms, willing to help. Alas, I would have none of these.
When I returned from my short reverie. I summoned the courage to ask the shop-keeper if he sold any biscuits. I wasn't sure what brands he had and how fresh they would be. He immediately instructed his assistant, thambi, of my need. The ever agile thambi - clad in a pair of torn shorts and ill-fitting t-shirt - jumped over two bags of rice and hoisted himself upon a third, and precariously balanced on his toes to pull down three dusty packs of biscuits. "Ten ripees each, Saar," said thambi with the most triumphant smile.
In a different incident, I found myself irresistibly drawn by a catchy display of a shirt in an unusual shade of pink in a show-window at a department store in Bangalore recently. And before I knew it, I found myself in the men's section of the store. I had barely made it before their closing time. The member of the staff (CSA or customer service associate) on seeing me enter the store, approached with a warm smile and greeted me. "Good evening Sir, How may I assist you." I told him I was looking for the pastel pink shirt displayed on the mannequin in the show window. "This way please, sir," he said and escorted me to the 'new arrivals' section. While I had found my size and was imagining how it would look on me; the CSA produced two other shirts saying "These are the all new wrinkle-resistant material, sir." and went on to explain how they don't require to be ironed etc., "No, thank you, let me just have the pastel pink please, size 40," I said, dismissing his efforts at "up-selling" (the art of encouraging the customer to buy a product that is more expensive than the one she wants). "This pair of khakis goes well with that shirt you just bought, sir," he coaxed, enticing me with a pair of superbly crafted trousers. (Notice his language; he had already sensed that I had made up my mind to buy the pink shirt and referred to it in past tense).
The experience in these two instances was miles apart; but what I received were two different flavours of customer service. I picked up three different types of biscuits; two bars of chocolate and a large pack of wafers from the dingy grocery that night - I wouldn't let thambi's efforts go in vain; not when it was accompanied by that warm smile! I also blew up six grand on the pink shirt; the pair of khakis; the tie and two t-shirts!
If you were to analyse the two examples, you will discover several remarkable components of customer service - firstly, it was marked by a genuine willingness to help; eager to make that extra effort to give me what I wanted (thambi would've climbed another sack of rice if he had to); secondly, it was reassuring and putting me at ease (never mind Sir, take your time); thirdly, the giver of the service was quick in his assessment of what would impress me (a fine trouser with an equally fine shirt I was interested in); fourthly, he possessed the information about the product he was selling and used his knowledge to educate me (wrinkle-free shirts need little maintenance); he helped me make an informed decision.
For those of you desirous of being part of the retail action; there are innumerable job opportunities in modern retail. It is estimated that the retail industry will generate 2.5 million (25 lakh) new jobs by 2010!
The role of a CSA is a stepping stone into the world of retail. For the deft and meticulous type, cashiering could be a good fit. There are other roles within a modern retail setting, both customer-facing and at the back-end. If you don't want to be in the limelight, you can be behind the scene.
If you are currently in sales or other customer facing jobs, it would help in you getting a head-start over the freshers in qualifying for supervisory positions. However, modern retailers invest time and resources in training.
Education outfits that recognised the potential have begun to design and offer diploma courses in retailing management. B-schools have not been far behind.
Some of the courses are offered at:
Welingkar Institute of Management
(http://www.welingkar.org/welingkar/v1/Programmes/drm.asp?section=Programs); Bangalore Management Academy in association with Retailers Association of India (http://www.bmaindia.com/pgprmrai.asp)
Indian Retail school
(http://www.indianretailschool.com/programmes01.htm)
http://www.hindu.com/rp/2008/08/10/stories/2008081050020100.htm
http://www.hindu.com/rp/2008/08/10/stories/2008081050120300.htm
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