My first job was as a waitress at Smitty’s, a popular family restaurant. The training wasn’t complex, but it was foundational: memorize the menu, understand the point-of-sale system and embrace a simple yet powerful philosophy — anticipate customer needs.
For me, young and eager to have some cash to spend, tips were a powerful motivator. The more effort I put into understanding and meeting (or exceeding) customer expectations, the better my income. But the lessons went beyond monetary rewards. Customers were regularly asked, “Was there anything that could have made your experience better?” That feedback loop wasn’t just for show; it helped me improve, earn better shifts; and, for Smitty’s it contributed to customer loyalty.
This simple ‘anticipate needs’ philosophy stayed with me throughout my career but today, I can’t help but wonder: what happened to customer service?
We’ve all noticed it. The phone calls that go unanswered. The retail employee who seems disengaged. The restaurant order that comes out wrong without so much as an apology. These aren’t one-of incidents — they’re indicative of a broader crisis in customer service and this crisis couldn’t come at a worse time. Canada is facing a dual challenge: looming labour shortages and the threat of a global recession. These factors are a stark reminder that we cannot afford to let service standards slip.
The Conference Board of Canada projects a significant labour shortfall in the coming years, particularly in service industries.
In service-based industries, where people are often the product, this labour shortage will test businesses like never before. Combined with a global economic slowdown, the stakes are high. Customers will tighten their budgets and demand more value for their money. Businesses that can’t deliver exceptional service risk losing not only customers and market share but potentially their entire business.
The solution lies in raising the bar on customer service — not as an afterthought, but as a strategic priority. Here’s what that could look like:
Create clear expectations: Employees need more than a script; they need to understand the experience they are expected to create. Training should be provided that fosters critical thinking, empathy, and problem-solving.
Feedback is a gift: Your employees need consistent and regular feedback. We shouldn’t be afraid to give or accept feedback, it’s a critical part of growth and acting on it can set you apart in a crowded marketplace.
Empower Employees: Team members who feel empowered to make decisions and solve problems are more likely to stay engaged. Empowerment starts with trust and is reinforced through recognition.
Customer service is more than a nicety; it’s a competitive advantage. In a tight labour market and an uncertain economy, businesses that prioritize service will not only survive but thrive.
The lessons I learned at Smitty’s are just as relevant today as they were then. Anticipating needs, listening to feedback, and creating value are timeless principles.
Canada’s labour shortage and the global economic slowdown are urgent wake-up calls. They remind us that mediocrity is not an option. The question isn’t whether we can afford to raise the bar on customer service. It’s whether we can afford not to.
Cheryll Watson is the president and CEO of Junior Achievement (JA) Northern Alberta. JA is a worldwide organization that provides education and real-world learning opportunities to young people, in the areas of financial literacy, work readiness, and entrepreneurship. Cheryll brings personal experience in the importance of education and mentorship and strongly believes in the power of enabling the next generation of entrepreneurs to transform the economy.
