The “5 Whys” technique is a problem-solving method commonly used in project management to identify the root causes of issues or challenges. By repeatedly asking “why” five times (or more if necessary), you can uncover the underlying causes of a problem and address them effectively. Here is how we can apply the 5 whys technique to enhance Customer Relationship and Service!

Scenario: Convenience Store

A convenience store primarily known for lottery and scratch-off ticket sales seeks to boost overall sales across all store categories, including groceries and general merchandise. The owner aims to encourage existing customers to diversify their purchases and attract new customers, primarily through positive word-of-mouth referrals, in order to achieve this sales expansion goal.

Application of 5 Whys Technique to boost Customer Service Excellence

1. Why do they buy only lottery tickets?

   • Because they prefer shopping at larger stores like Walmart, or Costco for GM and groceries.

2. Why do they choose big stores like Walmart or Costco?

   • Because these stores offer a wider range of choices at competitive prices.

3. Why can’t we carry their favorite items and offer competitive prices?

   • Because we lack knowledge of their preferences.

4. Why haven’t we asked for their favorite items?

   • Because previous attempts to gather this information were unsuccessful.

5. Why haven’t these attempts been successful?
   The root cause lies in our need to improve customer service skills, treating every customer respectfully and attentively regardless of their background.

To address this, ask yourself:

• Do I greet customers warmly?
• Do I wear a genuine smile when greeting them?
• Do I address customers by their names?
• Am I genuinely happy and project authenticity when interacting with customers?
• Am I attentive, physically fit, and appear fresh when dealing with customers?

If any answer is “No,” focus on self-improvement first because you can’t make others happy unless you are content within.

If all answers are “Yes” but the problem persists, consider:

• Enhancing interpersonal skills, including social and emotional intelligence (SEI).
• Identifying difficult or reserved customers and personalizing conversations with them.
• Offering free items within store policies and procedures.

Smart Goal (Advanced) : Attract customers to purchase GM and grocery items, particularly those who currently only buy lottery and scratch-offs, by 11/31, 2023.

OKRs (Objectives and Key Results for Super Advanced):

• Objective: Increase GM and grocery sales among lottery-exclusive customers.
• Key Result 1: Achieve a 20% increase in GM and grocery sales from existing lottery-exclusive customers by 11/30, 2024.
• Key Result 2: Attract 100 new customers to purchase GM and grocery items by offering tailored promotions by 12/31, 2024.

If these efforts do not yield positive results, consider redirecting your efforts towards other potential customers. Remember, you can’t control others’ perspectives, but you can adapt and make smart, positive changes for yourself.

The key takeaway is that project management skills, specifically the application of the 5 Whys technique, can be effectively transferred and applied to improve customer service processes. Customers who feel valued and appreciated are more likely to explore and make purchases in various store categories, ultimately helping you achieve your sales expansion goals.

Author:
Durga P Phuyal, PMP Instructor
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