Imagine walking into a shop. You browse. You muse. You want to buy. But something goes awry with the staff. They lack knowledge of the products or services. They are rude. They make it clear with their tone and their expression that they would rather be anywhere in the world but there, talking to you. What happens? You promptly turn on your heels and walk out the door, vowing never to return.
Sound familiar?
Without a doubt, the topic of Singapore’s service standards has been quite a hot one these past few years. In 2005, Prime Minister Lee made it part of his National Day Rally speech, stating that we ‘don’t have a natural service culture’, especially compared to some of our regional counterparts. That same year, the GEMS movement was launched, which spells ‘Go the Extra Mile for Service’. We have the ‘UP Your Service!’ college, headed by Ron Kaufman.
Yet, last year, the World Economic Forum saw Singapore’s ranking in world service standards plunge from 17th place to 26th. Cause for worry? Basically, this slip only affirms what seems to have been the common opinion – that still more needs to be done.
With all this talk of improving service levels, businesses have been trying, implementing what you might call service rules. It’s part of going into the service line. Bosses directly instruct their staff to ‘greet, say hello to the customers, thank them, speak nicely … ’ and so on, so on.
The thing is, must we really be told? It’s supposed to be – not even common sense – but natural. To a gracious person, for sure, but even more so to a worker whose duty is to meet and attend to tons of customers a day!
Is our flailing service culture a byproduct of our own social culture? Perhaps we are less gregarious than our Western counterparts. Or we take too rigid and practical an approach to work (which should not be the case for service, it certainly involves some on-the-ball thinking, and a capability for creative problem solving). These are not traits to be taught, although I do believe they need to be encouraged in order to flow and work to maximum potential.
If this is the case, then service has to be inculcated in our young, not through schools or training programmes, although their presence is still beneficial, to provide theoretical learning. Instead, parents have to inculcate that sense of humility, kindness, and manners in their children, while the greater society needs to learn to expect these social graces of each other. After all, what good would modern Singapore be without a civilised front?
Once we have that social atmosphere, the service standards will follow, which should save our ministers a bit of head-scratching on the matter.
A Few Final Thoughts:
While the true test of someone’s service mettle comes in the form of difficult customers, service is a two-way street. Remember, good customers beget good service.
Give the service tax system a boot and bring in tipping instead. This is an idea that’s been raised by some. Tipping has not been shown to be a much better system as yet though, and we should all know that good service people (as well as bad ones) aren’t motivated by money.
Bosses have a role to play when targeting better service in their business. Instead of telling your employees to be polite and treat your customers well, learn to hire the right kind of people. Pose ’scenario questions’, or even play them out if you wish to, in order to discern the candidate’s personality and mannerisms. Good service isn’t something you should be scientific about. It’s a human aspect, so observe, think, feel. It’s not hard to recognize a true service person.
In addition, employers must trust their workers and give them room to act flexibly. Customer service often entails unique requests and special attention, so give your workers the chance to attend to these as they see fit.
~ Lyana Shah
