Surface Ripples

When They See Backs and Heads...

There are three “symptoms” I’ve noticed in establishments that serve customers face-to-face.  Many other others will have experienced these as well.

The first I call “backs to the land”.  How many times have we entered (say) a coffee shop like Starbucks to see all baristas with their backs turned towards the service counter?

This isn’t their fault, but thanks to the fact that, mostly, the coffee-making machinery is located on the wall behind the counter and baristas are forced to turn away from customers to make the coffee.  The “unintended consequence” is that they also present their backs to customers and can’t see who’s there until they turn round again. 

Some stores may hang mirrors on the back wall that allow staff to see who’s at the counter. In other cases, we have to wait until they turn around. 

We all understand these constraints - if we want our coffee brewed, or something else done for us then the staff attending us may have to turn their back.  My personal issue is when this happens too often thanks to the “natural placement” of equipment or other vital kit. 

The problem with placing the coffee machines on the counter is that it reduces serving space for the customer(s) at the counter!  Whichever way you look at it, it’s a “lose/lose” situation. 

The second symptom is “top of head“ which occurs when reception desks are designed with a counter raised to chest height for customers.  Whilst this helps if they have to fill in or sign forms (as well as providing a measure of protection to receptionists in case the person at the counter turns “hostile”), there’s a downside.  This is when reception staff also act as switchboard operators (common in many buildings) and may be on a call determining where to direct the party on the other end of the conversation. 

The result: the customer at the counter sees the top of their head (some receptionists may also do this deliberately…) but it has the same effect as seeing someone’s back turned towards them. The receptionist does have the opportunity to glance up, smile apologetically at the waiting customer (to show that yes, they’ve seen them, and will get to them as soon as possible). What can grate with someone waiting is when there’s no acknowledgement. 

The latter is simple to remedy: train reception staff to be aware of the effect that their behaviour (whilst well-intentioned) may be having.  A reasonable customer will understand that the receptionist is “trapped” and will be prepared to wait as long as the conversation doesn’t “drag on”. 

The third is “blind server syndrome”.  This seems to happen when we need to attract the attention of the server and for some reason none of them seemed to notice the customer’s frantically waving hand. I remember one F&B manager telling me how he had to train serving staff in his hotel to look down at the tables for which they were responsible rather than above them (a surefire way of missing a customer signal).

Again, serving staff will be responsible for multiple tables and will have to keep an eye out for other signals, such as when food for one of their tables is ready to be served.  They can’t look in all directions at once but missing signals from customers isn’t conducive to service and those oh-so-vital tips.

What other problems might our counter staff face that inadvertently give customers the wrong impression?  How easy would it be to solve them so that “backs-turned/heads-down/ missing signal“ time is minimised?

I deliver change in markets ranging from the most developed to “emerging” economies. With a wealth of international experience in international financial services around the world running different operations and lending businesses, I started my own Consultancy to provide solutions for improving performance, productivity and risk management.  I work with individuals, small businesses, charities, quoted companies and academic institutions across the world. An international speaker, trainer, author and fund-raiser, I can be contacted by email. 

Labels: Customer Care, Selling, Social

posted by William Martin @ 16:11