The Checkout Line
Posted on March 12, 2013 by TNS Consulting Team (via Scott Spayd)
One of my least favorite parts of grocery shopping is getting to the checkout only to discover there are only 2 lanes open yet the store is overwhelmingly busy. I always look at my small amount of groceries in my cart and somehow always end up behind the crammed cart stocked to feed an army. What happens next can either change my mood completely or send it even further downhill. This is getting to my turn at the checkout.
We’ve all experienced the good and the bad at the checkout. Cashiers that look at you with a glazed look, cashiers that completely ignore you, and those cashiers that have excellent customer service skills. The question is: is all of these situations, how did your train of thought change?
Last week while I was at the grocery I experienced a disappointing encounter with a cashier. I always say hello to the cashier, as I know what it is like on their side. This particular cashier that I said hello to just flat out ignored me. He continued talking and joking with his coworker and I still believe he did not say a single word to me throughout the entire transaction. Now, is this one interaction going to stop me from going to this grocery store? No, but the impression that was left has even more meaning.
We can all handle the occasional rudeness here and there when we visit a store, but after a while it does eventually get old. Now, should I continue going to this grocery store and be treated poorly repeatedly, then I may get to a point where I consider going somewhere else. Why would I do that you may ask? Because I am a consumer and there are three more grocery stores on the street. It is not as inconvenient for me to change stores as it is for the first store to completely lose my business.
What is the take-away message? Every small interaction with customers matters. All it takes is one bad customer experience and before you know it that customer tells their friends and the domino effect can occur.
How important do you think checkout experiences are? How have they influenced you?