The primary role of a security officer in any retail business is to ensure the security and safety of the assets, customers, and staff. Many do not realize that they have a close secondary duty, which is to give different kinds of customer service or assistance to shoppers. Most of the time, these roles become so intertwined with one another that in order to be effective in security and safety, a security officer should also be adept with customer service. Here are some of the most crucial roles of a retail security guard regarding customer service.
First Impressions
Time and time again, it has been proven that first impressions can make or break a business. In many establishments, the security officer is the first person a customer will first interact with. The manner the security guard conducts himself in this first encounter can create lasting potential in the mind of the customer. Does the officer look the part? Does he smile and greet customers at the entrance? Is he well equipped for the job? Does he look competent enough to handle emergencies? In the minds of the customers, they have already answered these questions in the first two meetings of meeting the security officer. Having a “Yes” answer to these questions is a good start.
Empathy
Empathy refers to the ability to put oneself into the situation of the other person and understand their side. This is a gift and skill that can be honed with practice and constant interaction. Security guards who are empathetic to the needs of the customer can elevate the experience because aside from taking the concern seriously, they also genuinely care. Another element of empathy that can boost customer experience is an officer who initiates talking to customers who may not explicitly call for assistance but still need it.
Communication
Many customers approach a security guard for assistance. Whether they are asking for directions, or asking for assistance for a lost companion or item, these people are usually in a state of distress. Under these kinds of circumstances, the ability of a security officer to clearly communicate with the customer should be at the forefront. A crucial part of effective communication is active listening. This means being able to echo the concern of a customer to create an impression that he has the customer’s full attention. Other important communication skills include approach body language, even tone, and good eye contact.
Professionalism and Respect
During tense encounters, like with an irate customer or botched theft, emotions can run high. Usually, acting based on strong fleeting emotions can be a cause for panic. Thus, it is of utmost importance that officers maintain professionalism and respect as humanly as possible when talking. If there comes a point where the security guard has to defend himself from physical or verbal abuse, he should ensure that the situation is well-documented and that the people around him know that there is no other course of action but to act defensively. Once the situation is under control, the officer should immediately resume a professional attitude.
Customer service is something security guards in retail business should be trained for. With the interactions, they are bound to have with customers, they need to have good people skills and anticipate their needs. A good security guard is useless if they drive customers away. There should be a good balance between protecting and giving good customer service.
About Security Services:
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