Many shoppers wandering the department store on Saturday are browsing. Some are buying. Most people the menswear assistant offers to help, decline. But one or two ask if a particular shirt or jumper is available in their size. The response depends. It depends on three things—the stock levels, the training the sales team received, and how the individual assistant shows up to work.

Often the assistant on duty will apologise, announcing that stock levels are low. Sometimes she will offer to check if another store has the item in the customer’s size. Rarely will she ask the customer when for and why he needs the shirt so that she can suggest an alternative or order one in his size.

It depends isn’t a recipe for great customer service. The best brands know the customer experience shouldn’t depend on who happens to be working that day. They intentionally design experiences and create scripts that match the outcome they want. And they hire people who share the company’s values and ideals—people who are intent on embodying the brand’s story.

Consistent service is a result of common goals and a shared narrative.
A good strategy depends on a great story.

Image by Garry Knight