When I go to the grocery store, I‘m a bit of an in-and-out type of customer. I’m usually running in after a workout, grabbing exactly what's on my list aisle by aisle (with the occasional sweet treat), and typically opt for self-checkout over a traditional cashier to speed up the process.
I never paid any mind to my checkout experience until this recent blurb on TikTok started popping up on my FYP last week: “Do cashiers not talk anymore?”
While controversial takes and debates are not new to the app, I found it interesting that something as simple as the customer's frequency of chatting was next on the algorithm.
Luckily, I‘m feeling pretty chatty myself today, and in this article, I’ll discuss the evolving expectations placed on cashiers for social interaction. I'll explore both sides of the argument regarding their obligations, limitations, and what businesses should prioritize for an ideal and realistic customer experience.
Table of Contents
- What is the role of a cashier?
- Expectations of Cashiers to Engage in Conversation
- Challenges Faced by Cashiers
- The Solution: Mutual Respect and Understanding
The Problem: Customers are complaining about cashiers not speaking enough.
It's understandable that customers desire more personable interaction while shopping, but often they feel disappointed by the limited conversation from service workers.
To grasp why customers might feel this way, let‘s start by defining what a cashier’s role entails.
What is the role of a cashier?
A cashier is responsible for processing customer transactions, handling payments, providing customer service, and ensuring accuracy and efficiency in the checkout process.
Historically, the role of a cashier has always been the same, to handle transactions and keep up with accounting. But there has always been an unspoken rule (which was always inferred through various service onboarding role-play videos) that it should all be done with a smile and casual conversation.
But over the years, I‘d argue that cashiers have faced increasing pressure to perform in more ways than before. Not only do they have their company’s eyes on them via security, but the rising trend to single out and film cashiers over product costs, item shortages, attitudes, or misunderstandings that add another layer of stress to an essential worker's plate.
And this isn't even counting if a customer is hangry.
Expectations of Cashiers to Engage in Conversation
There are many different reasons why customers would want — or even look forward to — conversation while they're out running errands.
1. Feelings that conversational interactions can enhance the shopping experience.
Marketing thought leader and best-selling author Paul Greenberg once said, “If a customer likes you — and continues to like you — they will continue to do business with you. If they don’t, they won’t.”
80% of customers say the experience a company provides is as important as its product or services. So perhaps the power of friendly greetings and small talk is a necessary part of good customer service.
2. Cashiers have an opportunity to make a memorable interaction.
One of the most timeless forms of positive company marketing is real-life, organic stories from customers who appreciated engaging with personable cashiers. The opportunity to interview and share customer testimonials of how their expectations were exceeded is music to a business's ears.
These stories go beyond just attracting new customers, too. 88% of customers say good customer service makes them more likely to purchase again, emphasizing the impact of these interactions on brand loyalty and customer satisfaction.
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Challenges Faced by Cashiers
1. Overwork based on foot traffic and staff headcount.
During college, I worked at a local pharmacy between classes. I was actually a pharmacy technician, but because of rush hour and being short-staffed, I'd have to help check out at the front desk and still manage to tend to the drive-thru.
Situations like this impact a cashier's ability to engage in extra social interactions. It can go beyond small businesses to grocery stores, restaurants, and more, as any business can get congested and leave employees in a tizzy.
2. Invisible disabilities or personal limitations can hinder communication.
Respecting cashiers' diverse capabilities, including their physical, emotional, and psychological constraints, is key to running a successful business.
While staff may be aware of invisible disabilities or other considerations among their colleagues, they often face angry customers when “excellent” customer service expectations aren't met.
Not everyone excels at on-the-fly communication or is always in the best mood, but these factors do not undermine their ability to perform their job well.
The Solution: Mutual Respect and Understanding
The desire for a pleasant shopping experience is the result of both employees and customers. And while there may not be a one-size-fits-all approach, there are some good takeaways to share for more friendly interactions.
The Customer’s Role: Lead with politeness, but temper expectations.
Customers can contribute to a positive interaction by being polite and considerate. Yes, it's not their job to do so, but entering the checkout with a smile increases the chances of a more positive interaction.
Expectations should be tempered with an understanding of the cashier‘s situation. Most of us have worked a service role at some point in our careers, meaning we all know what it’s like to come to work and give what you can, instead of giving “your all.”
The Company's Role: Support your cashier's work environment.
Creating a positive work environment lays a foundation for energetic, enthusiastic employees.
Take actions to support employees, such as guaranteeing fair pay and reasonable workloads. If your team is supported and able to, they can provide good service from more than just the checkout.
And lastly, encouraging a culture where cashiers feel empowered to be pleasant without feeling pressured.
In conclusion, yes. Cashiers still talk.
You might catch a super extroverted Kyle who‘s just as stoked as you are to speak, but if you instead get Carrie, who’s about to clock out and worked a double shift, then I think a quieter checkout process is just fine if you ask me.
While conversational cashiers add value, it's crucial to recognize the limitations and challenges they face. Instead of demanding more than the job entails, advocate for balanced expectations and greater empathy from customers, and encourage your business or others to create supportive environments for their cashiers to enable them to go above and beyond.
45 Customer Service Scripting Templates
45 templates to help you determine your customer service responses.
- Live Chat Support Script Templates
- Phone Support Script Templates
- Social Media Support Script Templates
- Email Support Script Templates
Download Free
All fields are required.
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