Have you ever felt uncomfortable or embarrassed because of kind employees? Many would have an experience at least once that they could not fully focus on shopping due to the excessive kindness and interference. “Silent service” is a service where employees put a distance between them and the customer, staying silent until the customer voluntarily asks for help. It is a sort of new marketing service. There are people who worry that “silent service” will result in becoming a heartless society. However, “silent service” is rather a positive service since it respects personal time and space.
To begin with, “silent service” is efficient because it enables people to enjoy shopping quietly and employees can concentrate on customers who really need their help. “Silent service” is a service that reflects customers’ comments in that they felt discomfort and pressure with employees recommending products. The Japanese clothing brand, “Urban Research” placed blue “silent shopping bags” at the entrance of the store. Recently, the Korean cosmetics brand “Innisfree” has introduced “silent service” by arranging two types of shopping bags entitled “Let Me Alone” and “I Need Help”. Second, customers are rich in information because they have already searched through Internet. In this case, the assistance of employees is unnecessary. As the Internet usage environment develops, many people are accustomed to shopping online and some of them come to the site only to buy. According to industry officials, employees often complain that even if people don’t want their help, it’s a concern if they should help or not. In addition, in Japan, there are many people who want to be quiet in the taxi, so “silent taxi” was made. A lot of Koreans also want it. Taxi drivers argue that “silent taxi” can give negative images that non-silent taxis afflict the customers. However, it is the obvious fact that many passengers want “silence taxi” which is a sort of “silent service.”
“Silent service” is a type of service that expands the choices of consumers by reflecting the opinions of those who feel burdened with the active attitude of employees. The examples of the service are “silent shopping bag” and “silent taxi” that have emerged in recent years. “Silent service” not only offers liberty to customers, but it also helps to focus on the needs of those who want the help of the employees. “Silent service” is thought to be a good strategy that reflects the changing needs of customers.< 저작권자 © 중앙헤럴드 무단전재 및 재배포금지 >