1. COVER STORY
persona
does
colour customer
service ?
Personality is a natural expression of talent and plays a very
important role or rather matters in customer interfacing roles,
especially in customer care/service jobs. Thus, proper
analysis and grooming of personality traits of customer
service execs can influence the work positively and result in
higher productivity and greater quality of service.
■ BY ARVA SHIKARI
A
department store manager Each person in an organization organizations, an employee in the
was boasting of how contributes towards the customer's 12th hour at work is not going to
customer-oriented his perception of service. For example, remain pleasant and
organization is and gave a retail store's overworked parking accommodating. If the store shuts
some instances of how far attendant always gave all customers down at 11.30 p.m. and begins at
the store would go to satisfy a a frowning, uncommunicative 8:30 a.m. the next day, it is hard to
customer. After 20 minutes, a person demeanour. However, customers felt imagine an employee to have a
from the audience said she couldn't he could say "Have a nice day!" sparkling personality, unless retailers
find change in the store for a pay which would be a welcome change. adopt working in shifts strategy.
phone as the sales cum customer In addition, the store utilized a In this era of commoditization,
service representative said: "Sorry, blinking light to specify the charge in organizations with innovative
we don't open our registers without place of human interaction. One offerings need to develop sustainable
a purchase." Of course, true customer left with a bad taste in his success through great customer
customer-focused companies would mouth, like he would get after tasting experiences as research shows that
develop a mode to carry out things an unflavoured dessert at a hotel's quality of service is rated five times
that everybody feels 'can't be done'. eatery. Sometimes in the finest of more in influencing buying decisions
20 ■ July 2011 www.humancapitalonline.com ■