Why is the service attitude of employees at 50 10 Nike store on the 5th floor of Shanghai Changning Dragon Dream so poor?

Recently, "the parties responded to Nike's public apology and discrimination" boarded a hot search, which caused widespread concern. "At that time, the tears in the children's eyes were spinning." Mr. Mao said in an interview, "I won't go to that store again." It was a pleasant shopping, but it was abused and even threatened for no reason, and my wife's neck was scratched. It is inevitable that she will be angry with anyone.

It's not complicated to trace what happened. On the afternoon of August 13, Mr. Mao's family went to Nike store to buy clothes for their children. Because their clothes are "not particular", they are treated "unfriendly" by the clerk, and even the clothes chosen by the children themselves are taken away abruptly. Mr. Mao's wife came forward to defend that there was a conflict between the two sides.

"Can we call the police? Can you let the police station handle it? " In the live video, the Nike clerk's answer can be described as "full of confidence". Although Mr. Mao finally accepted Nike's apology and the employees involved have left, the problems exposed by this incident cannot be ignored with a seemingly satisfactory solution.

▲ On August 20th, a screenshot of Teacher Mao's online message.

Although this incident is an example, as a well-known multinational company, Nike's shortcomings in employee recruitment, management and even education and training have emerged. Under the condition of market economy, the concept of "customer first" has been recognized by the industry, especially the service industry, which connects people's food, clothing, housing and transportation, and employees should have this awareness.

Compared with service skills and verbal skills, respect based on equality is the minimum professional quality. This time, Nike employees treated consumers differently according to their clothes, and even took the selected clothes from their children. Their behavior is rude and their attitude is bad. There is no word "service" in their hearts, let alone "respect".

In the face of consumers' doubts, they are so confident that they not only have physical conflicts with consumers, but also let the police handle them, as if they have been wronged. This can't help but make people wonder: Where does this Nike clerk's sense of superiority come from?

▲ Screenshot of Nike store's response to this matter.

At the moment of emphasizing brand economy, Nike, as a well-known brand, should deepen its brand credibility and reputation, and constantly enhance its brand influence and value connotation.

The starting point of brand value is to solve the needs of users and improve customer satisfaction. Every practitioner, every service and every detail must have enough "customer awareness".

The "shopkeepers" we often criticize are often employees who have not become contributors to brand value, but have become proud value consumers. Once an enterprise gives employees this sense of superiority, rather than a humble attitude, it may be more than just an individual incident itself.

This reminds us that the concept of "customer first" is not empty talk, nor can it rely solely on the consciousness of employees. Enterprises need to emphasize it in the daily training and education of employees, and the evaluation standard of performance appraisal and the arrangement of incentive and guarantee system should also be adjusted accordingly, so as to internalize it in the heart and externalize it in the line.

To put it bluntly, the outrageous behavior of individual employees of Nike reflects the shortcomings and shortcomings of corporate culture construction. The bigger the brand, the more influential it is, and the more ambiguous it is. After all, it is not uncommon in history to destroy a century-old shop because of one or two individual events, and it will never happen again in the future.