Have you ever experienced better customer service when dressed up well rather than shabby? I wanted to find out if one’s appearance really affects on the quality of the service received. To resolve this I made a small playful experiment in our local shopping
mall Iso Omena. The results were surprising.
I did two rounds in 15 stores with two different looks and observed how the personnel
reacts to me as a customer and if the reaction varies according to my looks. I visited
mainly clothing, shoe and jewellery stores. Below you can find my outfits:
My first thoughts were that I’m definitely going to get better service dressed up in a blazer
and high heels than in sweat pants and sneakers. But I was wrong. Surprisingly the way I
looked did not affect to the quality of the service as much as I thought. In the stores
where the personnel was trained to serve the customers, greet and make contact did it in
both cases. Same thing in the stores with low quality service. How I looked was not the
issue rather lack of motivation or training.
In almost half of the stores I visited, the service was not as good as it could have been. I myself have worked as an active salesperson in a fashion jewelry store Glitter as a teenager (and proudly I can say this store was one of the top performers in my survey). With this experience I can say that good customer service can affect a lot to the customer’s decision to purchase. I also read an interesting post “8 Data Points about the importance of customer experience” supporting this thought. Is this the key to our poor economic situation in retail right now? To focus on better customer service. What do you think?