Training- not Technology

Experiences at different places with different service providers and customer-oriented professionals over the week prompted me to dwell on this subject.

I was hunting for an electronic goods over the past few days and when I entered a fancied showroom, the sales person just heard me for a moment and said “I have only this model and if you are OK you can take this”. His own reply made me realize that there are other options available in the market but not in this showroom and helped me make a hasty exit.

In a leading Insurance corporation supporting life related policies, I was greeted with the words “The computer is down”. The person must have felt bad that he need not have revealed this, as the purpose of my visit was to hand over some physical documents which did not require a computer.

Few weeks back, I approached a Nationalised Bank to update my customer profile in their system, as I wanted a statement with the updated profile urgently. After a day, when I called up to confirm the completion, I was told that the Manager has gone to court to attend to some case and only after his return this could be done. I was also informed that even if he comes after few days only he could do it as the password is not shared with others!

I was at another bank today and while I was talking to the official, an agitated customer barged in to report that the bank’s ATM debited his account twice though he has withdrawn the money only once. The customer was obviously worried that his money was unduly debited and was also in urgent need of the amount wrongly debited. The official coolly told him first that it can be attended only by the Branch Manager who is on leave today and any action could be taken only on his return tomorrow (hopefully). He also asked him to write the whole incident in a letter and approach the bank after a week!!

As of my query as to why a cheque that was debited 3 days back is still not reflecting in my account, a junior official of the bank said that “For inter city branches it will take 5 days for a cheque to clear”. When I reminded him that it is NOT an inter city cheque as both the banks are separated only by few streets in the same Chennai city, he silenced me arrogantly and parroted the same reason! Realising that he does not have any other answer, I went to the senior official. The official, who was standing in his senior’s absence was clearly not cut up for the job; said initially that there is no staff and hence the delay. When I refused to accept this, he requested me to come later in the day and then virtually pleaded to help him!

All the above-mentioned front office people were doing more harm to the business, leave alone serving the customers. The hallmark of a front office person is to first understand the customer’s requirement and serve accordingly. Also, it requires some tact to ‘handle’ the situation to the customer’s satisfaction, without unnecessarily revealing information that are neither relevant nor for the customer interest. But, here are people who are trying to sell a Geyser when all the customer wanted was an electrical switch!

Even when a Branch Manager who is omnipotent but unfortunately not filling up his expectations of being omnipresent, is there any need for the staff to expose the process lapse to customer? When a customer comes in with a problem, he cannot be expected to hear yours!

The bankers would also do well not to cite the problems of staff shortage and computer software issues any more to cover for their deficiency in service. When the customers handover their money to the banks, they also expect them to put on the thinking caps and be prepared for exigencies. When few banks went down with the WTC in 2001, the banks rose back in lightening speed within days to resume services, due to the banks’ preparedness and this is precisely what differentiates the wheat from the chaff, in the present competitive market.

Instead of revealing the dependencies on individuals, the front office staff could have handled the customers better so that the internal fissures does not permeate to the public who are blissfully unaware of the shortcomings of the organization and continue to repose their faith. In a Bank, the Cashier and the Dispatch staff were considered to be the most important part of the bank as they interact directly with the customers and any deficiency on their part would impact the performance and image of the bank. The front office staff, who ‘IS’ the (mouth piece of the) organization should be better trained in handling customers under different scenarios, as their behaviour will decide on the customer continuity or otherwise.

The organisations while spending millions on technologies would do well to spend a small part on training their staff in soft skills to retain the existing clientele, when the Branch Manager is away - busy hunting for new clients!

Organizations have invested enough in technology and it's time they train their staff in optimally utilising them lest it will be like putting the cart ahead of the horse and expect miracles in customer satisfaction.

Training, not Technology seems to be the need of the hour.