As if retailer workers aren’t already suffering in enough their work environment, and for so little pay that Walmart employees are encouraged to get SNAP benefits, Target has decided to destroy much of its good will. This holiday season, they’re moving forward and implementing a new 10-4 rule. Meaning, employees would be required to make eye contact and smile at customers in an all-new way. It’s the perfect form of suffering for employees who are probably already being paid less than $15 an hour. One New York newscaster finds the disturbing humor in it.
As shared by Fox 5 NY News, Target’s new customer service policy is “encouraging workers to smile at and make eye contact with customers,” or 10-4. In practice, if you’re standing 10 feet away from an approaching customer, Target expects employees to great with a smile and eye contact. It is required that you smile and make eye contact, that’s what’s important. No natural movements here, folks. Just getting paid to smile and make eye contact for meager pay.
The newscaster then steps four feet away from the camera and says this is when an employee would be expected to interact with a customer. As the newscaster says, this might include starting a “warm conversation.”
In my opinion, this is taking customer service expectations to ridiculous heights. I understand the concept of having a welcoming atmosphere for customers in stores. But also, customers don’t want to feel hounded and harassed while they’re going about their business. In fact, if you asked any customer, they would probably say they want to “get in and get out” when doing their shopping. I’m pretty sure most employees want to be left alone to do their job. And when I need help, I’ll seek someone out. Is that hard to understand?
Target really just wants to get ahead because of economic turmoil and it shows in this weird, backwards policy. As this newscaster mentions, “Latest sales figures show that sales have dropped,” as this looks to be Target getting ahead of economic turmoil. I highly doubt that the way an employee greets you is going to do more to save Target’s low sales. It almost seems like the issue lies within the fact people just don’t have the money to spend.
One commenter suggested that there’s an easy fix to get employees on-board with the new 10-4 policy. They said, “Solution: Pay your workers $30/hr and they will be smiling ear to ear and customer service scores will be 98% perfect. 2% accounts for crazy Karen’s that no one – even Jesus himself – could make happy,” and deserved.
Another person echoing my sentiment, “These stores are trying too hard! Just like Bath & Body works… just leave us alone and let us decompress and enjoy our shopping experience. If we didn’t ask for help, don’t offer OR annoy us.”
Maybe Target should take a closer look at its price increases or the fact they continuously roll back on DEI initiatives. This might make customers flock to their stores more than ever before, but that would be too principled.
