“What you see is what you get, take it or leave it,” sums up the totally indifferent attitude of sales people in both the public and private sectors where personal motivation has reached a new low, prompting even the prime minister to comment publicly on this great annoyance.

It would seem that some institutions have adopted the principle that “the customer is always wrong” when dealing with routine instances of customer dissatisfaction. When one considers that the country is struggling to remain internationally competitive, and with all the bustling talk of Jamaica becoming an international logistics hub in four years, this deficiency is of serious concern.

It is conceded that the depressing economic malaise permeating the nation is a potent contributor to the lack of enthusiasm for one’s work. However, those with jobs should be rejoicing that they are still employed while many of their contemporaries are enduring the hardship (“sucking salt”) of redundancy. JEEP must be commended for putting many into gainful employment — if only temporarily — that assisted with alleviating the soul-destroying effects of economic deprivation.

It is acknowledged that there are pockets of excellence to be encouraged. Improvement is usually noticeable with firms operating a foreign franchise that requires a recommended standard of customer service for which training is provided. Apart from this group, there is a large area of mediocrity and a high level of indifference to customers that are the lifeblood of any business. This refers not only to dealings with goods and services, but to personal interactions related to the furtherance of business affairs in both the private and public sectors.

The telephone is probably the most popular instrument for customer contact, along with e-mail messaging and texting. Regrettably, however, both this has all but destroyed the genteel art of the handwritten letter.

There are specific problems that can taint a company’s reputation at the outset. Whoever answers the telephone becomes a virtual ambassador of the organisation. By virtue of their position, secretaries, personal assistants and office assistants usually fall into this category. Again, it must be emphasised that these observations, though critical and sometimes whimsical, acknowledge the existence of some highly professional personnel who are to be congratulated.

Let us consider the average first-contact phone conversation: “Yes?” “Good morning. May I speak with Mr Green please?” “He is not here.” “Is he coming in today?” “I expect so.” “When may I call back?” “Who’s speaking?” “Joe Smith.” “I will tell him you called”. “I would prefer to call back as I may be out when he calls.” “I can’t say when he will be here.” “Will he be in this morning or this afternoon?” “I can’t say.” “Thank you, goodbye”. At this point the caller is totally frustrated, as it is a very important time-sensitive business matter to be discussed with Jim Green. First, there was no greeting, no identification with whom or where you are connected to, simply a rather bored and aloof affirmative response: “Yes”?

Surprisingly, given Jamaicans’ penchant for imitating the American lifestyle, and the religious following of soap operas, the behaviour of secretaries in these programmes is not imitated. Ever noticed soap opera secretaries’ telephone manners? They demonstrate a single important principle. They are there to help, not to hinder. For example: call a company in Florida. “Skyways, good morning, this is Linda. How can I help you?” This is how Linda dealt with the inquiry: “Linda, I am calling to speak with Jim Green, is he available?” “No sir, he’s on the road today, but he calls in periodically and if you give me your name and number I will ask him to call you”. “It’s Joe Smith from Jumpers Ltd, 876-… in Jamaica.” “All right, Mr Smith, I will have him return your call as soon as possible.” “Thank you, Linda.” “You’re welcome, sir, goodbye.” Welcoming, courteous, helpful, and brief! You end the conversation confident that your contact will be treated with the attention it deserves.

Technology, while essential to progress, has resulted in a “user-friendly” world in which people have to speak and interact with machines, which has made the ideal of full employment that much more difficult to achieve. Consider the thousands of employees displaced by technological advances that usually cost significantly more than the human alternatives but are considered to be progressive. When all the technological solutions are applied, you wonder about service-givers like airline check-in attendants and bank customer service personnel, when you have to go into your “animal act” to get attention.

It is unfortunate, in the example of Jim Smith, because he was an investor who wanted to invest in Jim Green’s budding enterprise, but was left with a very poor impression of the prospective recipient of his money. So much for the Green/Smith interlude which occurs in Jamaica today, a country striving to attract new investments.

When finally all the barriers are broken down by the force of globalisation, and more foreign entities come to reside in Jamaica, like Digicel, the corporate environment and customer service will improve. This improvement is still some way off, but it will ultimately elevate the standard of customer service that desperately needs an urgent infusion of excellence.