Drink Talking: Alison Smith

The most important factor in delivering good customer service is the person doing it says Alison Smith of Bar One Nine, Keynsham.

I had a sorry experience visiting a busy high street pub on a recent Saturday lunchtime.

After waiting patiently at the bar for 10 minutes one of four extremely surly staff members eventually served me. I was given the impression that he wished I wasn't there, or rather, he didn't care if I was there or not, just as long as he was somewhere else. He deposited my drinks on the wet and sticky bar next to my change before moving slowly off to disappoint someone else.

I've seen this before and no doubt I'll see it again; poor customer service is endemic. In fact, we've come to accept it. I confess to actually feeling surprise when I receive good customer service.

So why is it so bad? Considering the wealth of information in the public domain concerning what makes for good customer service (know your customers, know your products, provide what you promise etc) one has to wonder, with all this poor service in evidence: is there such a huge gap between information and implementation?

It can be guaranteed that a large company will have a fantastic customer service statement, mystery shopper programme, customer service manual and training programme to boot. But it still isn't a guarantee of good service.

Undoubtedly, the most important factor in delivering customer service is the person who is delivering it. The level of motivation you generate and the commitment you secure from your staff will dictate how well you deliver on your customer service promise.

The difference between average companies and great companies is the difference between talking about great customer service and delivering it. In order to deliver great customer service I believe you must first and foremost be a great leader and manager of your staff.

Inspire, with a vision for your business, demonstrate career opportunities, provide a supportive and fun working environment, objectivise, appraise and reward performance, communicate changes and encourage involvement in all aspects of the business, and that is just for starters. A team of motivated staff won't just deliver on your customer service promise, they will excel and your business will benefit.

Oh yes, on Saturday, I didn't stay for a second drink, I won't be going back and I won't be recommending it to my friends.