My letter to the Straits Times Forum, which is edited from my previous letter. Hope it gets published.
Dear Editor,
I am writing to share my account on how disrespectful and demeaning that customer services and personnel in Singapore can be.
I have frequented the Courts Upper Bukit Timah outlet regularly for many years. For every visit, my family and I feel obliged to flaunt our most sparkling jewelry and expensive linen, or even dye our hair blonde, in order to attract the attention of their profit-savvy sales assistants. When we happen to be in our most casual of clothing, the attitude that we receive seems to make us feel as if we are lepers or infected with SARS. None dare approach. I wonder if Courts is expecting us to dress up to the nines with diamonds and rubies, as if we are making purchases at the neighbouring Da Vinci.
On 14th July 2008, at Courts Upper Bukit Timah 5.45pm, my patience has been tried till the very last drop. I had every intent on buying a clothes iron, a relatively inexpensive appliance, nevertheless necessary. Yet, I stood, alone, for ten whole minutes, and I do not see a single shadow, except for the cashier's, who tried vainly to stay out of my sight. My previous experiences shopping in Courts has taught me that should I approach any of the sales assistants, they would dodge, until one who either has more initiative, or is more desperate to earn their salary, would come strolling towards me. With a lack of smile, of course. Hence, I took a crude approach to reciprocate the lack of initiative, and asked audibly if anyone was working there. In less than 3 seconds, two of the sales assistants approached, which startled me, because for ten minutes, no one even acknowledged my existence in the outlet.
When they came, they seemed less interested upon seeing that I was there and seemed penniless. Perhaps you would like to know I was only wearing my uniform, not rags. The sales assistant did not know a single thing about the products she was selling, and when my family member initiated her to check with her colleagues, she complained about us loudly, "Oh, I really don't know. All of my colleagues have gone for dinner." She did not seem to respect our sincere desire to understand more of the products, so that we are able to make an informed decision. We could have bought the most expensive item on the shelf. We even intended to purchase a few other pricey gadgets. Yet, her attitude killed all of my purchasing desires, and her words have made me doubt the professionalism of Courts. As I understand it, employees take turns to go for meals so that an efficient number would still be around should any customer need help. Apparently I do not see any working etiquette in the company. The CCTV can provide evidence of the lack of respect that I have been given, but do not deserve. Not only that, she does not seem at the very least interested to serve us, does not have any initiative in getting to know the products, and brushes us away with her dismissive comments. When asked to elaborate about the products, she read out from the labels, which I have been reading for the past ten minutes, such that perhaps I have better knowledge than she does. And when we posed her some questions, she neither tried to listen nor tried to answer our queries. I doubt her linguistic and communication skills, as well as the amount of training Courts has been giving to their personnel. I have been to many places, some of which are Courts' competitors, and not one of them has given me such a rude response before. Her body language, leaning one on side of her body, sizing us up from head to toe, and her speech, are greatly rude and demeaning to myself, the customer. The treatment that I have received makes me feel more like an abused dog, than a human who is worthy of respect. Moreover, when I dialled the Courts Customer Hotline, I am reciprocated with a forever-busy response.
I urge Courts to put in more quality investment in the training of sales personnel, teaching them not only how to be profit driven, but also customer-oriented as the company's motto declares. Please take the staff in hand, and guide them to have more initiative, basic courtesy, product knowledge, and most importantly, respect.There is no need for television advertising campaigns, hiring celebrity spokespeople, and organising roadshows, when the sales personnel are unable to even show the basic respect to customers, whether they are dressed in silk or in cotton. I believe that it is well understood that the word of mouth is the best form of advertisements. We, as customers, do not expect sales personnel to be our servants. The least that we expect of sales personnel are courtesy and respect, but I have seen none of it throughout all of my experiences in Courts all these years. The sales assistants have only assisted in driving up my blood pressure, not in making informed purchases.
As a regional foreigner in Singapore, I would like to remind Courts that as a local brand, which is trying to develop business in the region, it is of utmost importance to uphold the company's image, as well as that of the nation. Not through “no gimmicks” advertising campaigns, but through the heart, through sales personnel. I am enraged, and disappointed in the company. I have lost trust in Courts. Courts can be assured that none of mine, and my kin’s money, cash or credit, will even approach any of their outlets, much less the cashier counters from now on.
Yours faithfully,
Silvia Tanumiharjo
