Friday, 24 June 2011

small signs make matters better or worse

Whilst out in the week I bought lunch.
Millions of people do that every single day across thousands of cities in hundreds of thousands of outlets worldwide. There is product, staff, customers, tills and maybe even decent service.

There is also the occassional insight into the way some of those high street chains operate.

On the floor of GREGGS the bakers (I know - dirty boy) I saw a sign that had perhaps fallen off the staff side of the till. I can only assume because of the grease build up. It said 'Dont forget to ask the customer if they'd like a drink with that!'.

This tells me a great deal about the mindset of Greggs and the way it develops it's staff.  Taking them out of the workplace and into their own homes, I'm sure each and everyone of them would offer me a drink with anything I ate in their company so why when it's their job and front of mind in each customer interaction would they forget to ask? If the queue at the tills wasn't long enough then I'm sure I could rely on my own thirst to tell me whether I needed quenching.

Perhaps this sign had been taken off to allow another asking for payment to be fitted in it's place.

Touch points like this are brand building opportunities, they count toward the thousand actions that make up the unique picture of something or someone in my mind. It's just a shame any personality at GREGGS the bakers is knocked out of its staff with signs like this...

so what to do?

Give people an idea of how customers should feel, nothing more.
Dont tell your staff what to do, but how to be.
Dont put up signs as they fall on the floor and when you have to communicate to your staff or customers, think personality...

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