What Happen to You, G2000?
This is the clothing brand that I bought frequently during my corporate days more than 5 years ago. The brand experience: Affordable and sharp and good quality executive labels with good service staffs. Basically, it is safe wearing G2000 for office and business setting. However, the brand goodwill and experience was eroded with my late afternoon visit yesterday at their Suntec branch.
In view of renewing my business wardrobe especially my business suits (I am time poor for tailoring), I went to G2000 with full intention to resolve a burning need. Prior this, I have invested a good amount in Zara Man except their business/suit series because their clothings required some altering (Yes, I am a sucker for Zara Man recently which I will share more later). I was in dress down attire and was browsing the suits on the racks for good 10 mins when this particular female brand ambassador (I prefer to view sales promoter as an ambassador of your brand) walked over and said, “So how?”
Since when did “how could I help you” short cut to “So how?” I was shocked inside but still managed to smile (It is important to note that a client will not reveal how they feel about you but the ill feeling is already planted) and replied that I was scouting for a suit. She picked up a piece of the lowest price without asking my job occupation, environment, purpose of the occasion, budget etc. By the way, I need the new suit for my Brand Mastery Mini Seminar this Wednesday and I am a successful entrepreneur who needs to update his business wear which is at least 3 years old. ha. See, if she ask, she would have known my “Hot Button”.
The best part is this, while I was trying the suit she picked, she made a judgment that I look like a “Zi Zar” kitchen cook! I nearly burst my gut laughing. I mean no offence to anyone working in the “Zi Zar” business because it is a decent living. I guess she made the comment because of my attire. However, it is extremely dangerous to make judgment that might pissed clients off. One important rule of good service: Never make judgment or assumption. The key is to ASK because most people do not like to be put in a label or box. It is ok that customer to make their own judgment about their life but we have no right to do so! Luckily, I have pretty healthy self esteem and I laughed at her “joke”.
In order to suit my purpose and occasion, I picked one of the latest design suit (it is called G2000 Black Label) with light and breathable fabric materials which also happened to be the most expensive piece in the house. Now, what does that tells you? I am a serious buyer and able to afford the rest of the cheaper accessories like shirts, tie, belts, cuff links etc. She did not even up sell or provide any Added Value service to make me look sharper and smarter in my suit. And when I apologize for making her take a second piece of suit pant for me to try on, she replied, “No need to say sorry as long as you buy from me!”
The final draw was when I was about to pay at counter and requested them to stem iron my jacket, the staffs quarreled about who should do it because it was near their knock off-time! What happen, G2000?! Why are you killing your Brand by allowing untrained and rude staff taking care of your clients?
In conclusion, this might be my last S$550 business with you G2000 because I feel Zara Man love me more. 
P/S: Do you know of anyone who like to have a Free $300 seminar ticket on Creating Powerful Brand that Sells?! Call 6221 0090 and reserve Now. Limited seats only.
Edmund Chee said,
May 14, 2007 @ 5:14 pm
Wing Tai group will be hopping mad if they know about this. For your info, Zara scored very well in terms of their service performances in a mystery shop research conducted last year. As part of a beachmarking exercise, we run a series of mystery shops at Zara against other leading fashion brands in SIN and HK. Your customer experience align to our findings. Zara staff is well-trained and excel in their personalised service (such as, providing fashion co-ordination advices to customers, which in turn promotes very high up and cross selling sales). Besides service, Zara staff is highly competent in product knowledge and effective selling skills.
There are many more interesting and horrendous stories to share in the research findings I’ve conducted for clients in the retail and bank & financial industries. Some horrendous ones include, served by a staff who had just returned from a smoke break , and guess what ? Ironically the brand he represent is actually an esteemed global health and wellness company!! Or being ignored completely by bank officer when the purpose of visit is to open a fixed deposit account!
It is little service failure stories like these which will erode the brand, slowly and surely over time..
Adeline Woo said,
May 15, 2007 @ 12:12 am
Ken,
Did you try shopping at Zara Man in your “Zi Cha” kitchen cook attire?
Would be interested to know what the outcome is like. I think it is fairer to compare apple to apple.. if you know what i mean.
ken said,
May 15, 2007 @ 10:44 am
Adeline, yes. I have shopped in dress down attire at Zara Man.
The key: Zara Man’s staff are more well trained.
Adam Wong said,
May 15, 2007 @ 6:47 pm
Haha!
This reminds of when Adam Khoo went to the BMW showroom to buy a 3-series convertible. Interestingly, Adam was also dressed ‘too casually’ and mind you, he was still in his twenties back then. So he probably didn’t look the part walking in.
A brand ambassador approached him, assumed Adam could never afford a Beemer, passed him a brochure and walked off.
Adam hung around because he was a serious buyer. A younger and more polite brand ambassador came by and started to serve Adam. Within 15 minutes, Adam made his purchase of a $200K Beemer convertible.
What can I say about the snobbish salesperson?
… Idiot!
Yue Hock Guan said,
May 16, 2007 @ 1:07 pm
Hi Ken,
What an interesting encounter! I believe many of us kana this type of service before.
I believe it is all down to personal inter-discipline. I was serving this customer very well, and I know the boss personally. However, to my surprise few years later, is that the store keeper is actually the relative of the boss. If I would look down on this store keeper, I might have lost my business. However, I befriend with him, and that make my job more earier.
I know of many wealthy persons, which look like ordinary person. Those want to show off are usually half or not wealthy at all. Normally, when I met these wealthy people, I usually ask them whether they know about the curry rice at my coffeeshop, that are famous. Most of them did patroned before. My coffeeshop is kind of old and is about 40 years old. To patron in it really need to endure heat and sweat. These rich people went and tried, and some of them become regular.
There are many cases I win friendship because I do not look down on them. However, some time I do slip and look down on people. However, I do not show and only down in my heart. I am doing away with this negative behaviour.
In my belief, you never know when this person will do well one day.
I hope my sharing can inspire others to strengthen their thoughts!
Regards,
Hock Guan
EAP13
Serene Wong said,
May 17, 2007 @ 2:59 am
I use to work as a brand ambassador for this clothing brand when i was still in school. I didnt have any sales training whatsoever, just training on how to operate the cashier and computer system that links to the mainframe.
I think most clothing brands in singapore have this problem of untrained sales staff. Many are hiring part-timers and the high turnover of staff has eroded the service standard overall. Emphasis is not placed highly on their training unlike brands like Giodano(training includes service w a smile, Mac donald who ask staff to upsell.)
On the other hand i cannot blame them coz they are really not that highly paid and sense of well being is not there as it is not considered a “good job.” Or professional enough in our society.
Quek Kok Kwang said,
May 22, 2007 @ 12:56 am
Ken and Edmund,
Nice surprise to see you guys here after 10 years…
Cheers.