James Tenser

Uniqlo's Six Phrases for Advisers

June 28, 2010

FROM RETAILWIRE:
At every Uniqlo worldwide, store associates are trained to repeat six phrases they are expected to use while on the selling floor. And every morning before each store opens, associates -- called "advisers" - practice the phrases. What do you think of Uniqlo's store associate training techniques and the "six phrases?"      [more...]

As I've opined many times in this forum and others: In customer service it's not the training that counts so much as the practices that are enabled.

Saying "thanks for waiting" may seem to reflect good training, but it excuses a baaaaad practice. Ditto for asking the shopper if she found everything after queuing at the checkout.

Contrary to the bill of goods sold by some so-called service experts, you can't train your way out of a poor business system. The retailer that establishes customer-friendly policies, store ambiance, and convenience and provides its employees with the tools and authority to deliver on the promise will always stand out. This is as true for a $2.99 fast food sale as it is for a $29,999 automobile sale.

So Uniqlo's six phrases sound kinda nice, but does it have the service system and business culture to back up its shopper advisers and make them successful in the eyes of the shopper? That's the truest and toughest test.