Over the weekend I was at a Target store and after purchasing a few items I was standing in the checkout line. The line had maybe 3-4 people in it and as I was looking around for some impulse items to buy (yes I am guilty of that) I noticed something interesting on the cash register. As the person in front of me was paying I noticed something come up on the register that I had never noticed before. It said “The guest is entering their pin number”. I assumed the person in front of me was using a debit card and no, that wasn’t the interesting thing about this. To me it was the word guest! I thought that was a GREAT word to use. To me they could have used a number of other words like client or customer. But they didn’t they chose to use the word GUEST.
When I think of the word GUEST I think about someone coming to my house or going to someone’s house and be treated very nice or very special almost like a special occasion.
- As a retail shopper don’t you want to be treated special?
- Don’t you want to be treated nice?
- Doesn’t the word GUEST imply that?
Ok you may think I am a little nuts for noticing this on the cash register but I do pride myself on noticing everything. So please get past the point that I might be crazy.
- What do you think of the word GUEST?
- Have you noticed this before?
- Should that word be more prominently displayed in their stores?
- Are there other words that you like to describe a customer?
I look forward to your comments.
Fee Sepahi says:
Hi Merrill,
Wow, what a great observation!
I like the word “guest” as I think that’s what we all are, in the whole sense of the world…
Given in the business world we are often referred to as “revenue streams”, “consumers” or any other monitory referring term, it’s refreshing to see that an organization respects us for more that just our currency.
Fee
merle says:
A comment….since opening Group Dynamics in 1981 my staff (and all who come to work here either full or part time) are specifically told that everyone who gets off of the elevator is to be welcomed as a “guest” whether they be a respondent or client. Certainly Target “gets it”!!!!
Merrill Dubrow says:
Merle,
That is GREAT to hear. So glad you have been doing that for 30 years! I enjoy it has made an impact on your business.
Thanks for sharing.
Merrill
Amber Leila Esco says:
That is a great observation. Guest also eludes to the fact that you are invited and welcomed – so there is a warmth with the word. I feel like someone else uses that word, but I am less observant so ….
Heather says:
I agree it is a great term to use in a retail environment, and I think now that you’re aware of it, you may notice it is used in many places. I am almost positive Old Navy requires their cashiers to use this term when calling the next person in line. I know that when I was a supervisor in the retail part of ESPNZone in NY we were trained on “guest” satisfaction and required to call the next guest in line as well (instead of saying next person). I’d be interested to see how many more places you start to observe this after your Target awakening!
Merrill Dubrow says:
Heather,
Good question – I am now looking to see what other companies might be using the word.
Thanks.
Merrill
Naomi Walters-Lenoci says:
Merrill, I could not agree more. I try to treat everyone as if they were going to be a guest in my home. When I run a meeting, I want candies on the tables, water in glasses, pads of paper and pens, etc. Anything and everything to make our guest feel as if they are important. I think that is also how I got the nickname “Mama” at the AMA – those extra touches mean a lot to most business people. When we have hectic lives we need to be treated special. Our time is so important to us and valuable to others as well. Thanks.
Diane Wagner says:
Merrill – agree! I was at a big box retailer recently who displayed CSAT findings prominently near the checkout – each comment was listed followed by “[dept] Customer”. While it was nice to see positive comments from fellow shoppers, it would have been much warmer if they had used the word “Guest” instead.
Bob Graham says:
Actually, use of the term guest did not begin with Target. I remember it being used at JCPenney in the early 90s and at “The Incredible Universe” (RadioShack’s big box experiment that was just too far ahead of it’s time). I believe therm actually goes back to Disney. They used the term for guests at their amusement parks and in the late 80′s early 90′s carried the term over when they began consulting on training employees at retail establishments.
gary lawson says:
Ok, is the word on the tiny computer cash register that big a deal? I would ask, is the service their employees delivering matching the words. Words without more are meaningless. I remember the Chicago Transit bus driver who greated every person boarding the bus with a hello, good morning, an upbeat tone and when we got on Lake Shore Drive, he started singing. Yes, singing. It made everyone’s day better. Or, the toll taker at the Dallas N Tollroad yers ago who when you needed to stop for change said with a smile, “Drive safe and have a GREAT evening (he was at the downtown exchange headed north). That man made you feel like a GUEST on his tollway. A female rabbi once was quoted as saying, “Treat everyone you meet as the Mesiah, if you are wrong, you are no worse off”. I tell everyone I get a chance to treat folks that way.