Crowning glory: Why the customer is the new king of retail

ALL retailers no matter their size or sector believe they have good customer service.

And until the credit crunch struck their claims went largely untested as customers and clients focused more on how little they paid for their purchase or services rather than how much help they got buying it.

But with the economic downturn making it harder to maintain low prices, many companies are pushing customer service back up the corporate agenda. Indeed, customer service has become the new battleground for consumer’s hard earned cash. Free in-store and online advice for those buying technology or delivery at a time of your choosing are just a few examples of retail’s new way of thinking.

Yet good customer service is much more than gimmicks and incentives. As Ann Cadman, director at Sheffield-based training centre The Source explains, it’s about staff morale, operational efficiency and employee loyalty.

“We’re the first national skills academy set up for retail,” she explains.

“Having a qualified skilled workforce can certainly make a difference in what is a competitive sector.”

The £5.5m flagship centre, which achieved CoVE (Centre of Vocational Excellence) status in 2005, provides state-of-the-art training, development and conferencing facilities for business and community with a focus on the retail sector.

Opened in 2003, the Yorkshire Forward, DfES and British Land funded centre, which operates as a charity, is something of a first. It contributes to regional, social and economic regeneration strategies, connecting disadvantaged communities to new economic opportunities as well as supporting local businesses in their training needs and encouraging inward investment in the sub-region. Profits are reinvested for long-term development, to create a self-sustaining organisation.

The Source’s socially inclusive ethos has led to more than 230,000 people using the facilities and training. The facilities include high-tech training suites, a state-of-the-art gym, a IT learning centre, a crèche, a beauty salon, a training/research library and a coffee bar.

Retail is very much regarded as a professional vocation from the shop floor to the board room and prospective talent is targeted through school visits and pre-employment training.

“It’s very important that businesses have excellent customer service but particularly now,” says Cadman.

“Employers are currently approaching us to help them achieve that and in doing so improve morale, which understandably is at a low ebb at the moment.

“Training also enables staff to be more efficient, especially in businesses that have been forced to reduce headcount.”

What’s more grants are available for up to 60% of training costs offering small businesses with limited training budgets the opportunity to take advantage of best practice.

Employability is another key theme embraced by The Source. Not only can retail staff improve existing skills rendering them more employable in a competitive jobs market, jobseekers new to the sector can also undergo free pre-employment training.

“We want to see people made redundant or without jobs get back into work quickly. We also want our retailers to succeed in an environment where the customer is king,” adds Cadman.

“Our strategy enables that to happen.”