Chris Maclean: let's have some service

I've just been to the chemists to get tablets for my aching joints. I approached the nearest checkout but the cashier simply wandered away as I drew near. Nothing personal, she simply didn't see me. I looked around for another checkout and saw a "Pay Here" sign. I stood by the till forlornly holding my pills and a £20 note. Staff wandered aimlessly. Minutes elapsed. I waived the note and pitifully cried "hello" but still no response. Eventually I was served by a sullen chap who was obviously being inconvenienced.

On Saturday I accompanied a hotel guest to the florists to correct a mistake in the wedding corsages. We met the florist in the street halfway there. She was muttering about what a nuisance some customers were. She tutted a lot.

In the seventies and eighties we were told that manufacturing industries were in decline and this was to be the era of the service industries. I am often driven to despair when I see queues when there shouldn't be, when you cannot speak to someone on the telephone without jumping through hoops and when basic service standards are woefully inadequate. These are supposed to be service industries.

But I suspect the experience I had in the chemists is not unlike many customer's experiences in pub restaurants and hotels.

At six foot three and over 20 stone I concede I am a large person. It allows me to swagger confidently into situations others would be hesitant to. I use this gift to mischievous effect at times. But even I am hesitant when I go into an unfamiliar pub or restaurant and it isn't obvious what to do. Do we sit down and wait for the order to be taken? Do we order at the bar? Do we need a table first? How do we get a drink? What are we actually going to get?

Last week customers phoned and asked if we did a "Sunday roast". I knew instinctively they were barking up the wrong tree but had to guide them gently to an establishment which would meet their needs. I see customers on the threshold of the restaurant anxious not to appear foolish but unclear what they have to do.

I have an aversion to notices ~ particularly negative ones. No crash helmets. No credit. No smoking. I don't feel issues are resolved by sticking up notices.

But I would like to see some element of 'service' in the process. Maybe even someone who greets us and guides us. Service can be a wonderful thing.

The trade would do well to take stock of what we are delivering because, believe you me, the road ahead doesn't look like it is getting easier.