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As a society, we are all aware that a lot of emphasis is put on individual appearance.
To some extent this is actually something regrettable, as it means that people are
prepared to judge a book by its cover. Conversely, however, a company should be
aware that the opinions of its customers matter. Those opinions may not be the same
as the people working within the company, but when it comes to ensuring the
success of a business they still matter. In fact, the saying “the customer is always
right” could be considered to apply here. Most customers wish to be treated with
courtesy and to deal with individuals who look like they have made an effort with their appearance.
Therefore it is beneficial to ensure all staff takes heed of this fact.
This does not mean that in every business it is important for customer-facing staff to be Stepford-style
automatons who look, act, and behave as though they had been prepared for their role to ensure that
every business operation is the same as the last. A certain amount of character, which includes a
modicum of individuality, is desirable in a customer services situation. It is important to maintain
standards, but also to give the appearance that each transaction is different from the last.
Even if the transaction or the enquiry is not carried out in person, it is still important to consider the
matter of appearance. "Appearance”, after all, is not just a term which applies to physical appearance. It
also refers to how things seem. If a customer is dealing with staff on the phone or via e-mail, they will be
well advised to ensure that their professionalism does not slip here. Often in businesses which do not
directly face the customer – such as call centers – the dress code is “relaxed”. You can wear jeans and a
t-shirt, or whatever feels comfortable, as long as your performance is polished and professional. Some
businesses prefer to have a strict dress code even in these circumstances, feeling that dressing smartly
equates directly to a smart performance.