Customer relations | The civility crisis in retail

A customer who threatens to wait for a cashier at the end of his shift, who aggressively bangs on the counter to show his displeasure or who harasses a store attendant on Facebook. Faced with the “resurgence” of cases of disrespect towards employees in businesses, Détail Québec is counterattacking with an awareness campaign.

Posters and buttons were therefore produced to encourage consumers to be more patient when shopping. The initiative was also applauded by the traders joined by The Press, many of whom admit to being confronted with this “crisis of courtesy”.

There have always been unpleasant customers, agrees Manuel Champagne, general director of Détail Québec, sectoral workforce committee for the retail trade. But in light of comments heard last fall in a focus group of women working in retail, Mr. Champagne does not mince his words: “we were flabbergasted by the testimonies. In an interview, he did not hesitate to say that certain comments from employees “chill the blood.”

According to a study conducted in 2022 by the Intervention Council for Women’s Access to Work (CIAFT), in Quebec, “33% of cashiers revealed that they had been confronted with acts of violence from customers, whether whether by gestures or words. Few of them felt supported,” we read in a press release released by Détail Québec this Wednesday. Women represent 59% of the 483,530 employees working in the retail and food sectors.

“We knew there were challenges, there have always been more difficult customers. On the other hand, we realized that the situation was becoming a little disproportionate, observes Mr. Champagne. There is really an increase in cases of lack of respect of all forms in stores. »

“The majority of customers are still courteous, patient, friendly,” he emphasizes. However, the proportion of customers who lack respect is growing. »

The examples of customers who threaten an employee traced on Facebook or who announce to attendants their intention to wait for them at the exit of the store are very real cases reported by women, assures Mr. Champagne.

Why did the situation get worse? “We have not done any specific study,” he replies. But it is certain that the pandemic, with restrictions on the number of customers in store, very demarcated routes, the wearing of masks, the vaccination passport, all of that has snowballed. We are left, even after the pandemic, with a bitter taste that affects customer experience and even workforce morale. »

The lack of staff and the difficult economic context could also explain this exasperation.

Macarons and posters to the rescue

To raise awareness among customers and invite them to be more courteous when they make their purchases, Détail Québec has decided to launch a campaign entitled Together, let’s say no to disrespect. Starting this Wednesday, the organization will make posters and buttons available to merchants, the message and illustrations of which clearly invite greater courtesy. According to Mr. Champagne, many retailers have expressed interest.

At Décathlon, which specializes in sports items and clothing, the initiative is welcomed “with open arms”. For several months, the retailer has had to deal with cases of customers who make life difficult for employees. “There are customers who have gone to the other side of the counter to yell at my employees,” says Émilie Pelletier, director of human resources. There was one who wanted to show the employee how to unhook a bike while telling him he didn’t know what he was doing. »

In addition to various mechanisms put in place internally to help staff deal with conflict situations, notably with codes on the microphone to alert colleagues, the posters designed by Détail Québec will be installed in the eight Decathlon stores of the province as well as at the warehouse where customers come to collect their orders placed online. Here too, courtesy is not always there. “If people have to wait more than three or four minutes, we feel impatience. »

Club Piscine Super Fitness, even with a logo illustrating a smiling yellow face, is also not immune to the marked impatience of certain customers who are already looking forward to relaxing in their courtyard. “Starting in April, everyone wants their chlorine and their swimming pool at the same time,” illustrates Véronique Dion, marketing director.

She will also order posters and buttons. But will it be enough? Already, this kind of message is conveyed in medical clinics and even on the phone when consumers are waiting to get on the customer service line of several companies. “It can’t do any harm,” believes M.^me Dion. I hope this will help. »

Manuel Champagne maintains that the message will have a deterrent effect. To support his words, he refers to the poster which once illustrated the campaign To sting is to steal. According to him, the method has proven itself.

“It’s not infallible,” he admits. We are not going to resolve the situation 100%. But it is important for us to communicate this to consumers. »