I am a fan of business. The idea of creating a product or service, offering it to the public, and actually having them pay you for it is one that has always fascinated me. From an early age, I have tried a variety of entrepreneurial enterprises that were met with a somewhat shocking lack of success. In retrospect, while I admire my gung-ho attitude, my lack of success isn’t actually all that shocking. In most instances, the writing was clearly on the wall. Growing up in the middle of nowhere with virtually no target market (neighbors), and being far too young for any four-wheeled means of transportation, my landscaping conglomerate never stood a chance.
Similarly, my miniature golf mecca, which consisted of 18 handcrafted holes, painstakingly carved into arid, rock hard, desert-like ground, hosted a handful of rounds at best. And those were for immediate family members who not only neglected to pay for their rounds, they even refused to tip their caddy. In my humble opinion, Streight National was as challenging and alluring as any course played by the pros, but as a kid, I apparently didn’t fully appreciate just how discerning golfers’ tastes can be. Or that, at a minimum, they prefer to play on green grass as opposed to brown dirt.

Over time, my love of enterprise has remained, but I now find myself drawn to the area of customer service, or perhaps more appropriately, the shocking lack of customer service in business today. To be clear, some companies understand the importance of treating their customers well, but it seems to me that most just don’t get it. At least not the places I frequent. Admittedly, I tend to gravitate to places that would best be classified as serving “middle America” where value is the name of the game.
When I was working as a consultant earlier in my career, I would occasionally stay at the Ritz Carlton in Pasadena, and they made me feel like a king. Now that I am footing the bill, I am most decidedly not in their target market, but even still, it doesn’t seem like you should have to pay more for a hotel room than the GDP of a small European nation to be treated with some small semblance of dignity.

A few days ago, I returned some recently purchased items to two different stores, and the customer experience was about as opposite as could be. On one hand, it was clear that some companies have really started to grasp the importance of good customer service. Unfortunately, on the other hand, it was also painfully apparent that some establishments still have quite a way to go.
At the first store, which I will refer to as Fal-Mart in order to maintain strict confidentiality standards, I must admit that my expectations were pretty low. I am not a big fan of Fal-Mart, and I tend to try to avoid it at all costs. That said, I am a value addict, and occasionally the lure of “low prices everyday” proves to be too overwhelming and I return.
It had been well over a year since my last visit, so most of my previous Fal-Mart emotional baggage had diminished, but I always never really know what to expect. Return in hand – complete with original receipt – I walked into Fal-Mart ready for anything. At least I thought I was ready for anything.
What I wasn’t prepared for was to immediately be accosted by a 4 foot tall, 103 year old, grey haired ninja. I had only made it about 10 feet inside the store when I heard someone shriek “STOP!” at the top of their lungs. Naturally, given the urgency and volume of the shout, I stopped and quickly searched for the person who was clearly being murdered. Finding no evidence of any criminal activity, I regained my composure and continued inside. Suddenly, out of the corner of my eye, I saw a tiny, scowling, grandmotherly figure running at me.
Like an angry shadow, she came right up to me – much closer than traditional American personal space guidelines would find socially acceptable – and grabbed my arm. She proceeded to snatch the bag out of my hand and hurriedly shuffled back to her workstation, which I now saw concealed behind an in-store display near the front door. Feeling like a guilty child, I tried to act nonchalant as I walked to where she was feverishly entering numbers into a handheld computer.
Me: “I’m sorry, but can I help you with something?”
Grandma Ninja: “I have to check all returns.”
Me: “Why? I have the receipt.”
Grandma Ninja: “The receipt isn’t enough. I have to print you out a label to take to Customer Service.”
Me: “Why isn’t the original receipt enough?”
Grandma Ninja: “It just isn’t. A lot of these people fake them or steal them.”
Me: “Really? A lot? I’m returning an item that cost $1.97. Don’t you think that would be a lot of work for $1.97?”
Grandma Ninja: “Doesn’t matter. It’s our policy. These people do all kinds of illegal things.” – hands me a yellow label with a bar code and $1.29 on it.
Me: “That’s not the right amount. See the receipt says $1.97.”
Grandma Ninja (eyeing me like I was, in fact, the devil): “Well, you’ll have to take that up with Customer Service. If you are telling the truth, then don’t worry about it, it will ring up correctly with your receipt.”
Me (admittedly more sarcastically than I should have been): “If I’m telling the truth? If I have the time to create an exact replica receipt for an item I actually have, do you really think your misprinted yellow label is going to foil my attempt of stealing $1.97 from you?”
Grandma Ninja (angry): “Customer Service is right around the corner.”
Given the speed and ferocity with which she originally attacked, I decided not to push it any further. Suffice it to say that Grandma Ninja was not the nicest greeter I’ve come across.

I had been in the store mere minutes, and I was already offended. I’ve got to believe that is not the type of relationship the leaders of Fal-Mart want with their customers.
What I found most intriguing was all this talk of “these people”. I had no idea who “these people” were that she kept referring to, but one thing was clear, she did not particularly care for them. And apparently I, with my original receipt and insidious plot to steal $1.97 from Fal-Mart, was one of them. When I finally arrived at Customer Service, I found well over 40 people standing in line and, despite having 5 workstations, only one attendant actually working.

After an eternity in line – plenty of time to mentally draft the perfect scathing letter to Fal-Mart management, a letter I will never actually write or send because I am too busy/lazy to actually sit down and do it – it was finally my turn. I approached the attendant armed with item, original receipt, and Grandma Ninja’s yellow sticker. Quickly, with neither a word nor even the slightest hint of eye contact, Maria informed that $1.29 would be returned to my card. After a brief tete-a-tete in which I proudly, somewhat surprisingly, maintained my composure, I had $1.97 returned to my card. But I couldn’t stop there.
Me: “So, what’s the deal with the crazy lady at the front door with the yellow stickers?”
Maria: “We have to check all inventory that comes in for returns.”
Me: “If I have the original receipt, what’s the point of printing out a sticker that doesn’t even have the right price on it?”
Maria: “That’s just our policy. A lot of these people try to steal from us.”
Me: (now admittedly tired of being referred to as “these people”) “Who are ‘these people’ that you all keep referring to? Do you mean customers – the people that buy the stuff you sell so you can stay in business? Are those the ‘these people’ you keep talking about?”
Maria: “We occasionally have merchandise stolen from our store.”
Me: “Really, even with the high-tech, incorrect, yellow label system?”
Maria: “Next.”
It was obvious at this point that our debate was over, and that Maria was not inclined to do anything at that particular moment to try to change company policy. To be fair, her line had grown to about 80 people and it didn’t look like she was going to get any additional help, so I am sure she just wanted to get back to work. Needless to say, if I ever sit down to draft that letter to Fal-Mart management, it is going to be a doozy. As constructive as possible to be sure, but still, definitely a doozy.
My next stop was at, again for confidentiality, let’s say Farget. You know Farget, the one with the bullseye logo. For my return at Farget, I did not have the original receipt. In fact, I had no receipt. And I had the item in a Marshalls Department Store bag. I was fairly confident this was going to be ugly. As I cautiously entered the store, I immediately noticed the Customer Service desk immediately to my left. Oddly missing were the 40 angry “these people” and the frazzled attendant. Behind the counter, Angel greeted me with a warm smile as I approached. Sheepishly, I began my speech about not having the receipt, fully expecting to be immediately thrown out.
Angel: “Oh no problem sir. Do you happen to have the card you used to make the purchase?”
Me (confused): “Sure, I think I do. Here try this one.”
Angel: “Thank you.” – another warm smile.
The next 7 seconds were a blur. Angel was intently keying information into her computer while I nervously readied myself for another Grandma Ninja-like attack. But this time, there was no attack. Angel simply handed me a receipt.
Angel: “There you go, $16.23 has been put back on your card. Thank you.”
And that was it. No “these people steal” or “if you’re telling the truth”, just service with a smile.

I still don’t know exactly who “these people” are. At least according to Fal-Mart. I think it might just be a generic term they use for people who fight with Grandma Ninja. Either way, it doesn’t seem like good customer service to make your patrons feel like criminals. Unfortunately, like Fal-Mart, I sometimes catch myself putting stereotypical labels on people for a variety of reasons. The truth is that, much like a misprinted yellow label, none of my “reasons” make much sense. Over time, I’ve started noticing that people have a tendency of living up to the expectations placed on them. As I continue to work on treating people more like Farget, I’ve noticed that most of “these people” are actually pretty good folks.




















