It has been said that the Eye is the window to the soul. Whether you believe that or not, most agree that the eyes do have a special power.  Similarly, in the business of service, the eyes convey the sincere, genuine warmth that finds its way into the countless letters and guest survey cards written by our visitors.dgdf

Have you ever been served by a waiter who never met your eyes. Have you seen the plastic smile of an insincere hostess that seems to reach just past the corners of her mouth and never reaches her eyes? What about the wide-eyed stare of a child, innocent in its longing to know and learn? Caribbean children know that special look that their mother’s often give, which warns them that even one more sound out of their mouths may lead to serious repercussions.  The eyes communicate; willfully or subconsciously, messages go out as if on UFO-like beams and pierce the consciousness of others. ‘Sweet eye, cut-eye, bad-eye, and if looks could kill’ are all cultural references to this ability.

A recent study by a couple of scientists (Hanes & Muir) at Queen’s University in Canada used infants aged 3-6 months and exposed them to 60 seconds with an adult with and without eye contact. Results showed that in most cases infants smiled and kept their expression when engaged in eye contact with an adult. Once eye contact was broken infants stopped smiling or changed facial expression. If babies can be reached through eye contact, imagine what we can do for our customers.

Engaging the customer is a fundamental part of good service delivery. Letting the customer know that they have been seen or heard is essential towards forming that connection or bond that creates a repeat customer. Most business journals tell us that it is cheaper to keep a customer than it is to attract new customers.

Whether it’s the first big interview that requires you to shake the hand of a potential boss, or the first time meeting of the parents of your spouse to be, one sure way to be assertive and confident is to meet them eye to eye. These qualities are as equally attractive to employers and potential in-laws, as they are to customers who want great service.

Engaging the audience is a powerful skill of a successful public speaker. Meeting the eyes of your audience members helps hold their attention. Beauty pageant contestants also learn to engage their judges by looking directly at them when speaking.

However, as with all things, moderation is a good practice. For staring into the eyes of another can also be intimidating and can overwhelm the recipient of such a gaze. Nature studies have shown that animals can take this type of behavior as a sign of aggression, and as such, if ever confronted by a wild animal or fierce dog, or even an enraged motorist, it is unwise to stare at them directly.

Good service delivery also depends on being aware of cultural differences. Some cultures, particularly Asian cultures, consider this direct gaze to be rude. For those of us in the business of service it would be wise to learn about the types of guests that visit our country, and their particular cultural differences.

 Luckily for us, not too many wild bears lurk in the friendly neighborhood supermarket, so feel free to engage your customers today, by greeting them with a smile and letting them get a glimpse into the wondrous windows of your soul.