August 8, 2009 Small Businesses in Recession
Well, let’s support the small business, not these giants of corporate capitalism which have spread like bindweed and transformed the mythical high-street into identikit Anywhere Road. So yeah, let’s stick it to The Man and support the small retailer. She’s got an idiosyncratic collection of stock, she’s put her have-a-go heart and soul into the design. It’s better to buy local, buy small – you get to meet the seller, she meets you, the quality’s just better and you’re helping her bring up her family. This is what you ought to do.
cash registers by Lynne Pettinger
Though they don’t half make it hard. I’ve been looking in all sorts of fancy-pants shops for door handles, one’s that don’t even have to turn: the simplest of technologies, and fundamental to the effectiveness of a door. One shopkeeper promises to call once they’ve checked stock, but never does. One looks at me in shock, “we do not DO doorhandles” he booms, forbiddingly and indeed forebodingly for the future of his empty shop. In the next shop, she’s on the phone. The one after used to sell door handles but doesn’t anymore, the next might sell them in the future as quite a few people have been asking. I end up on Ebay.
There’s a little more to this post than just a rant about bad customer service. It’s not insightful to say that to ‘survive’ the recession, a business must deliver on customer service, especially when it is selling luxury. It makes me sound like a cheap consultant. Why the failure to serve then, in a month where fear of business failure must be present in all these traders minds? Well, to some extent its about class; there’s a difficulty in delivering service when you’re the boss and when customer service is coded as low status. It is also about the greater demands for emotional labour produced by the recession: pretty pink presents for women don’t sell themselves in a recession; this makes it hard for ephemera shops to survive. And for the shopkeeper to put on a friendly face now involves forgetting creditors pressing, it demands not thinking about the newly empty shop next door, not reading newspaper advice columns telling customers how to cut back spending by not buying the very things your shop sells. It’s harder emotional labour. And if you never needed customer service skills pre-recession, you’ve a whole lot more to learn now even as you’ve a lot more to forget about. So if a small trader in a fripperies shop tries to smile at you; be nice back – it’s harder for her than you imagine.