A lot has been said about AI. A lot has also been said about the demise of customer service—whether true or greatly exaggerated. And a lot has been said about AI’s potential to take on mundane or repetitive human tasks. To enhance operational efficiencies; to make life easier.
When a NACS employee hits a 20-year milestone with the organization, they receive a monetary bonus. And what does one do with their bonus? Well, in my case, I bought a new grill.
Like many shoppers, I researched prices, brands, customer reviews, and, given their market share and scale, two larger home improvement retailers popped first in search. Based on recent experiences, I questioned how much time I had to shop these stores and how much I wanted to. Lack of customer service being top of mind.
Through their own AI capabilities, both chains show online which store location that product is available, all the way down to the aisle and row. However, I’ve personally found that these details don’t always match reality, leading to wandering aisles trying to do for myself what a simple customer-employee interaction could solve. And quicker.
Back to the grill.
A local, family-run store in my town has a neat selection of everything from garden hoses to top-of-the-line chainsaws and mowers. Also, a great selection of name-brand grills, including the same brands and styles I found online at the larger chains. Yes, I’m guilty of assuming prices would be higher at the local shop, but I was wrong. Prices for the grills were identical.
Here’s where the differentiator came in.
The grill I had my eye on came with a cast-iron grate, while a similar model next to it came with a stainless-steel grate (my personal preference). Because I adhere to the fact that the answer is always no unless you ask, I found not one but two people who could assist. I wanted to swap the grates, but would they say yes?
They made a phone call to the store manager, who was off that day, and asked whether they could swap the grates and whether they needed to change to the price.
The response: “Give the customer what she wants with no added cost. We’re in the business of making our customers happy.”
I was a bit floored by this response. And then laughed a little thinking that there was a good possibility I’d be wandering around one of those two home improvements stores trying to find someone to help me.
“We’re in the business of making customers happy.”
When the team assisted with getting my new and super awesome grill into my vehicle, they saw two propane tanks I was planning to refill at a convenience store around the corner.
“We can do that for you. Let the clerk know you’re purchasing two tank refills and we’ll handle the rest.”
Done. And, bonus, at a lower cost.
No technology involved. No AI making suggestions based on my shopping behavior. Just three people interacting.
“We’re in the business of making customers happy.”
Yes, a lot has been said about customer service. Is it dying? Why are people so miserable? The younger generation doesn’t know how to talk to people (supposedly). Customers are angry and unhappy. Companies can’t afford to keep a store adequately staffed or can’t find people to work in stores. There’s a labor shortage. Pay sucks, benefits suck. People suck.
What did I miss?
In some cases these are valid excuses. But are they reasons for not prioritizing customer service?
Local businesses compete with larger chains all the time. David vs. Goliath. Small fishes in a big sea. These analogies are not new. If a business makes customer service the differentiator, they will win.
AI has its place; it is a tool, and a valuable one at that. In time, as AI continues to evolve, will the human element, the human interaction and a positive experience exceed technology? Time will tell, but I would question whether we even want it to. Big chain or small business, customer service should be top of mind for anyone in retail—the people business.
What problem are you trying to solve? Can it be addressed through tech or by people? Or both?
I would argue the latter. My shopping experience for a new grill—and I’m fairly sure a critter made its home in the old one during the winter—began with tech and wrapped up with people.
It will be a while before I forget these words, as a customer and as a decision-maker in my household: “We’re in the business of making customers happy.”