Great service begins and ends with a smile. Could it really be that simple? The answer surprisingly is yes! Welcome to “Eye on Service” a monthly essay that seeks to draw attention to the dying art of service. In the coming months I want you to examine some of these points and begin to think of ways in which you and I can begin the process of developing a service culture in our businesses; a way of thinking and doing that will have a positive impact on the way in which we serve our customers every day. Ultimately helping to retain customers and attract new customers, which is the life-blood of any successful business.

How many times have you entered a store and felt the blank stare of the disinterested employee? Maybe it is the end of a long shift; exhaustion after a sleepless night with a sick baby or it could be simply a bad hair day. Regardless, you scan the lines looking for a spark, a connection or at best the shortest line. In this split second, you have made a decision about the type of service you believe you will receive by simply looking at the expression on the faces of the servers. Sometimes, so quickly that you have not even consciously understood your reason for choosing to stand in one line over another.

The employee that is ready to serve the guest is the one who is prepared for service. Being ready includes getting to work on time and being neatly dressed according to the requirements of your job. Preparation involves having the materials and tools required to do the job at hand and being attentive, looking happy to be there and offering a genuinely, warm welcome as the customer approaches.

Studies have shown that it is easier to approach a smiling person and that customers will automatically choose the smiling employee when choosing a line or cue.

Smiling is a natural reflex. Babies do it without knowing why or understanding the jokes their parents are crooning in baby-mumble language. Why then is this simple act so hard to achieve? In the more than fifteen years that I have worked in customer-facing environments, I have learned that a smile is the most powerful tool in my arsenal; a genuine smile that is. The sprayed-on plastic greeting that never reaches the eyes of a practiced performer of the fake smile does not count.

Your smile says I am here because I want to be and I am happy to help. It is a universal sign of friendship and acceptance and paves the way for further interaction. So important is “the smile” that countless notices reminding employees to do it are posted in nearly every successful customer service business. Take for instance Subway’s smile zone or the little buttons or pins on the lapels of bank and utility workers.

It is easy to do and will have a lasting effect on service in your business. Remember that there are two types of customers, external and internal. Many times we focus on the external customer, those that walk into our stores or businesses and we ensure that we deliver good service to them.  However, it is equally important that we remember our internal customer, the people we work with every day, our colleagues. Your internal customer should also receive the highest level of service, keeping in mind that although everyone in the organization is not directly helping the external customer, they are helping someone else in the business to do just that.

Whilst probably just a fact of sheer coincidence, it is apt that both service and smile begin with the letter “s”, since great service definitely begins with a smile. Try it today!

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.