Give your grunts some credit

In our embittered times, we all need a hug, or at least acknowledgement that we exist. Why the customer experience needs more of the ‘human touch’.

First of all - I didn't coin the term 'Grunts'. The person who did and his kind are the reason retail is a poor experience and here's why.

This country was founded on Grunts. Infantrymen in two world wars meant we didn’t have to goose step to school. Why?

Because the Grunts were incentivised to protect our freedom. They got the memo. They understood the plan.

Grunts is a term I’ve heard used to describe the frontline staff in both retail and hospitality. The bar staff, the shelf stackers, the waiting on people…

The similarities between them and the military are many. They both work in far from ideal conditions.

They both earn relatively little for the jobs they do. Neither are considered worthy by higher ranks. Where they differ regards Incentive.

“We’re saving the free world from oppression.”

versus

“I’ve got some new Jeans off of Vinted, but the car, like, needs a new engine and I’m skint.”

And I know what you’re thinking: The Coldstream Guards in World War II had it FAR worse than teenagers working shifts at a Hungry Horse. But that isn’t my point.

Ever since I can remember, the ‘front line’ has been under-valued, scorned and ignored.

I think this is a terrible missed opportunity.

Because who can influence and ‘upsell’ at the point of sale better than a grunt? Who cares if they’ll be gone in 3 months. That’s life.

If they’re briefed well and incentivised for their efforts, then ‘in the moment’ additional sales can be made. And it starts with the warm, analogue ‘human’ touches.

Step one: Crack the way you train. Make it as creative as your TV Spots.

Make it App based and fast. Make it entertaining. A very wise ad man by the name of Dave Trott once said:

“The price of admission into someone’s mind is to be entertained”.

Let’s start in the drinks trade

Which isn’t enjoying the best of times right now. So, take heed pub operators. I’ve got an idea:

Do you know what really winds me up? Going to a bar, standing waiting at the bar and being completely ignored.

All it takes is for someone to look at me and say, “be with you as soon as I can” and you can leave me there for another 5 minutes.

Imagine a UK-Wide launch to communicate this initiative. Delivered to the Grunts in a quick & slick video. To their devices, through their company app.

Then imagine that every so often, when one of them did this, and a mystery drinker handed them £50. Right there and then. No messing about.

And then the company made a fuss about them on social media. They’d be happy little Grunts then. Then they’d be incentivised to pop their heads up more often.

And I know, there are those Grunts who will never ‘get it’.

But marketing is often about shifting numbers in a positive direction. So, if 30% more staff ‘get it’ and are motivated to repeat the message, that’s probably a million more effective Grunts in the UK alone.

And then think of the beneficial knock-on effects: The reduction in poor review numbers. The happier customers, staying longer, spending more.

That’s a much better Customer Experience all round.

Over to Fast Food.

I’m not saying it’s just them, but let’s talk about McDonald’s.

First the drive through. The first words spoken are: “Are you using the App today?” Talk about ham(burger)-fisted. What’s wrong with “Hi, I’m (name), how are you today?”

As bad as the CEO eating a Big Arch. Is it wrong to mock the CEO of McDonald’s? Probably.

Why don't they lose the clumsy attempt to ‘sell’ the app in favour of a warm welcome? A little thing, but you only get one chance to make a first impression.

Then you can ask about the app.

Moving inside: Things are no better. You order off a touchscreen. (Should have brought the antiseptic wipes.) You wait, clutching a number on a receipt.

Eventually, someone* bellows that number at you, like a Nazi Commandant calling your number in a prison camp.

 *The grunt with the loudest voice in the team, usually.

Picture this scenario: You reduce the touchscreen numbers. You increase the number of servers. When someone orders a quarter with cheese, your Grunts offer a relevant trade up.

“Have you tried the Philly Cheese Stack? We all love that one here.”

Relevance being the key. And it’s easily trainable.

Big Mac > Big Arch

Milkshake > Milkshake and McFlurry. Etc… Trade-ups across the estate will mean decent incremental growth.

But no. That’s not what’s happening.

What’s really happening.

 At the highest levels of management, the grunts are viewed like this: I’m paraphrasing here, but this is what a CEO once told me:

“There’s no point doing much for the grunts. They’re minimum wage, here today, gone tomorrow cannon fodder. Hardly worth the training and recruitment bills.”

And that’s the problem.

We live in a polarized, bitter, screen obsessed world, where the only certainty is uncertainty. And that’s exactly when a little love and the human touch go a long way.

If you'd like to give it a try get in touch