If you need more convincing that it is truly the little things that can make a big difference in the way your customers feel, then you won’t want to stop reading. Admittedly, the survey done by Shopper Anonymous of London surveyed 116,000 shoppers in the United Kingdom, Australia, and New Zealand, but I’m betting that most shoppers either in the United States or abroad have similar opinions as to the quality of customer service and their respective appraisals of what they define as customer satisfaction.
Shopper Anonymous reports a 12 percent rise in customer satisfaction in a range of businesses whose staff wears name badges as opposed to companies with no name badges. The company has been following the trend for the last eight years.
So what makes name badges so wonderful? Customers like to be able to distinguish between other shoppers and employees. Haven’t we all asked someone if they worked at a particular store when we were searching for personnel to help us? Customers trust staff members wearing name badges; even more employees are easily recognizable. It gives employees accountability because we have a name, and that makes a sales agent a real person. In addition it creates a professional appearance, and one of an assumed authority; at least in an employee’s profession.
In real estate sales, buyers and sellers appreciate real estate agents wearing name badges. It is a state licensed profession; we have a responsibility to the public. Physicians wear name badges; I’m interested in knowing who put the cast on my broken wrist three weeks ago, and many other professions follow suit. It’s perfectly logical that we all want to know who we are dealing with in our professional lives; therefore why wouldn’t we want to know who we are dealing with when we purchase a new suit, a new washing machine, a computer, or even a pair of Gucci shoes?
In addition, an organization can reap the benefits of using name badges. The design of the badge can promote a company’s identity; it can boost one’s brand. Haven’t we all noticed we are naturally friendlier to those we can identify with a name? When I go to a restaurant, if a server is not wearing a name badge, I always ask for their name. It just helps me connect, and build a rapport so when I want that extra glass of wine, I don’t have to raise my hand for a server; I can actually ask Sean Pagliarro to help me. Publix employees all wear name badges, and when I get to the checkout counter, and Mary Boyle says hello, I can say hello to Mary. All in all, it’s a great way to give a tiny bit of personal attention to your customers, and even if just for a few minutes show us you’re human.
photo credit: minor9th