Nope, not good enough.
The problem with this way of thinking is that it's old-fashioned retail. And unfortunately for many brick-and-mortar retailers, a lot of them have very old-fashioned cultures and ways of running their businesses. What they have to do is ask the consumers what they want, and (this is a very important part) be willing to roll the dice and make investments in some drastic changes if necessary.
Sure, maybe I am biased because I am a career researcher. But in doing the work that I've done over my career, I have seen many times when consumers would tell me what they want in a study, management would be unwilling to make a change, and a year later, some other company was doing it, it became all the rage, and the first company was officially behind in the game.
Here are some things that I am seeing out there in retail world:
1) Customer service doesn't mean what it used to mean
It always bothered me that old-school retailers always think that "customer service" always has to mean how nice a store employee is to you. But service means so much more to shoppers. It means did you give me what I want, and am I happy about it. There's a lot going on in the world, in case you haven't noticed. I can practically blink my eyes and twitch my nose and anything I want will be right in front of me by first thing tomorrow morning, and my credit card will be automatically charged. So you think it's enough for someone to pounce on me as soon as I walk into a shop and say hello, and subsequently follow me around while I shop? Wake up and flip on your Apple II computers, retailers. If you ask customers how good your customer service is, you may mean one thing, but their answer will mean something completely different.
2) Yes, some store employees are rude. Probably more than you realize. And that's unacceptable. But they don't need to be in your face every second, either.
It seems to me that a lot of "revamped" customer service policies or training modules are really weak, basically asking employees to say hello to guests more quickly, and maybe even have more employees on the floor. Now, I ask you--is that really revolutionary? Many people now are used to an automated world of the internet, mobile devices, and figuring out what they want on their own. Yes, be there for us if we need help. But if you jump from around the corner ever two seconds scaring the bajeezes out of me asking me if you can help me, you're just going to creep me out enough to make me leave and shop at Amazon.
3) The conveniences, pricing, and other appeals available with online retailers have changed the game permanently. A smile or a "can I help you?" in the store isn't going to change it, and it isn't going to be enough.
Apps. Seamless ordering however I want, without bombarding me with requests to buy more or add on warranties or insurance or other crap. Reviews I can rely on. One-step ordering. Make it easy for me. If I want something, don't tell me it's only available online, or only available in the store. Put a stamp on it and get it to me--I don't care how you do it. Go above and beyond for me. That's service. Check out Zappos. They do it right.
To you, old retailers, service means store employees saying "can I help you?" That's not enough. Ask your customers what service means to them. Even ask them in different ways--ask them what was the last time a business did to go out of its way to make them happy, and what did it do. Learn from that. If I hear one more retailer say that their new "customer service policy" is to have a race to see how quickly they can say "hello" to a guest once they enter the store, I'm going to throw up on their 1981 shoes.
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