Poor billing procedures

A recent visit to a store was quite good till the time we were at the cash counter. It took us about 15 to 20 minutes to shop everything we wanted. Another 20 minutes’ time was taken in just paying the bill. The whole scenario was a putoff. First, there were three billing counters but just two people were there to operate them. In front of us, there was a customer who had a discount coupon from the mart and wanted to utilise it.

 

Typical conversation

A typical conversation at a billing counter would sound something as follows:

Cashier 1: May I help you, sir?

Customer 1: I have a coupon that entitles me to a discount of Rs 100 on shopping. Kindly adjust it with my bill.

Cashier 1: Can I have the coupon?

(Customer hands over the coupon and the cashier 1 looks perplexed)

Cashier1: Hey Vikram (cashier 2), how should I operate it?

Cashier 2: Just enter the code and follow the instructions.

 

(Cashier 1 still confused and customer 1 gets impatient and so are others in the queue. Cashier 2 comes and tries to take over but cashier 1 is unwilling and does not allow. So, finally, store manager comes and resolves the problem.)

Though organised retailing is getting into shape, these problems are yet a daily routine where more emphasis on the training and the proper product knowledge has to be imparted for smooth operation at billing counters.

 

Solution

Efficient customer service is the driving force in the cutthroat competition amongst retailers. If a customer has to wait for a long duration, it ends up in making him impatient and he leaves the store without buying. So, so as not to lose on customers, retailers need to focus on this very aspect of training. Rupesh Basu, Business Head – Human Resources, HyperCity Retail India Ltd, says, “Employees handling this section are trained on how to treat the customer ask for payment preference and ensure that the billing and bagging are done in the least possible time. They are also trained on good manners and customer handling.” A proper programme of training should be arranged for employees whereby they should be trained to handle each and every technicality of the store effectively: be it helping customers find their way around the store or at billing counters. Extensive training should be given especially to those who have to work on the billing machines. They should made to know how to operate the machines fully. It is also essential that they acquire a fine speed to carry out all the functions.

All these will help build an efficient and quick work force. Superior treatment to a customer makes happy customers and, this, in turn, generate profit for the store.

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