Result
If you want to welcome satisfied customers tomorrow and the day after tomorrow, you have to prove every day that you can fulfil today's customer wishes. General customer satisfaction is not only characterised by the widest possible range of products. The certainty of finding good service when shopping is also of decisive importance. This service includes, for example, customer-friendly furnishings, a clear layout of the sales areas and short waiting times when paying, but above all attentive, friendly, competent and patient sales staff. In recent years, retailers have no longer been able to fulfil these expectations. For the majority of Germans, the slogan "The customer is king" is more myth than reality. The population largely agrees on this and the differences between the sexes and age, income and education groups are very limited.
Reasons
But why is it that companies and shops, service providers and retailers act so differently when it comes to service? Is it just down to the attitude of the staff and management? Or is it just the price that counts anyway and qualities such as friendliness, attentiveness or helpfulness are largely dispensable - the main thing is that the product is ultimately cheaper than elsewhere? Admittedly, the service business is becoming increasingly tough: what was only expected by a privileged minority in the luxury segment two decades ago is now considered standard for the majority of customers and is accordingly expected everywhere. In addition, it should not be forgotten that the service sector is often poorly paid. The willingness and motivation of employees to deal with the topic of 'service' under these circumstances and to present themselves in a friendly and courteous manner at all times can fall by the wayside. In addition, it is common in Germany to perceive the negative rather than the positive. If the service is provided to full satisfaction, this is seen as normal. If, on the other hand, something goes wrong, the consequences are quickly drawn or generalised.
Forecast
Is Germany really becoming a service desert? There is no single answer to this question, as the quality of service depends very much on the personnel involved and has changed considerably in recent decades. However, one thing is certain: If bricks-and-mortar retailers want to continue to inspire customers in the future, service in all its facets is the key to success. After all, earning is derived from "serving" - so a service must first be provided before money can be earned.
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