Retailers often use scripted greetings to boost brand consistency, but experts say such forced interactions can backfire. Trader Joe's, which topped Forbes' 2025 list of best employers, may offer a better model by hiring naturally warm people.
Target recently introduced a 10-4 program requiring employees within 10 feet of customers to smile, make eye contact, and wave, and those within 4 feet to greet and offer help. Walmart, by contrast, eliminated greeters years ago, replacing them with customer hosts who handle security and other tasks.
Jeannie Walters, CEO of Experience Investigators, told Restaurant Dive that scripts often fail because they mandate behavior. 'It's pretty obvious when somebody is not talking like a human would talk,' she said. Instead, brands should give staff principles and let them express them freely, said Nate Brown of CX Accelerator.
A Cornell University study of 2,407 U.S. hospitality customers found that nearly half viewed scripted services negatively. 'Fake interest is not good customer service,' noted Better Retailing, emphasizing authentic engagement.
Trader Joe's approach, which relies on hiring people who are naturally comfortable talking to customers, creates genuine interactions without scripts, Walters said.
Source: yahoo.com
