‘People buy people’: why great customer service will always be human
As we celebrate National Customer Service Week, we caught up with Sandy Farar, Senior Client Services Manager at Brindleyplace, to talk about a career spent working with people, why the smallest gestures still matter and why great service will always need a human touch.
For Sandy, customer service has never just been part of the job. It’s a mindset that comes naturally.
“Growing up in a traditional Punjabi family, I was taught the importance of respect, hospitality and putting others first,” she explains. “Those values have stayed with me throughout my career. But I don’t do it because I have to. I do it because I want to.”
And after many years working with customers, it’s the people themselves that continue to make the job interesting.
“People are interesting, the quirkier the better! The more people we meet, the more we learn. I genuinely enjoy meeting people from all walks of life and learning from their experiences.”
That experience has also taught her that great customer service isn’t necessarily about giving people everything they ask for.
“Great service isn’t about saying yes to everything. It’s about doing the right thing and communicating it in the right way. Even when you can’t give someone the answer they want, you can still provide an excellent experience through honesty, respect and clear communication.”
Sometimes, that communication is as important as the solution itself. Customers, she says, are often surprisingly understanding when something takes longer than expected. What often causes frustration is not the delay itself, but being left in the dark.
“Keeping people informed, even when there’s no significant update, builds trust. It reassures them that their concern matters and hasn’t been forgotten.”
At Brindleyplace, where the people arriving each day range from office occupiers and leisure visitors to shoppers, families and hotel guests, there’s no one-size-fits-all approach. Being approachable, adapting to the person in front of you and taking ownership all matter.
And while technology and AI are transforming customer service, Sandy believes some things simply can’t be automated.
“AI can never replicate genuine human connection. Listening with empathy, understanding the emotion behind what’s being said and knowing how to respond appropriately are uniquely human skills.”
Often, the things that leave the biggest impression are simpler still: “A genuine smile, a warm greeting and a sincere thank you.”
Her advice to anyone beginning a career in customer service is equally straightforward.
“Be yourself. Be sincere, honest and humble and, most of all, never take it personally. Treat others as you would wish to be treated yourself. Because, ultimately, people buy people. Products, services and technology will continue to evolve, but trust, authenticity and genuine human connection will always be at the heart of a great customer experience.”
And perhaps that’s the most fitting message for National Customer Service Week. Great service is not defined by systems, scripts or processes. It’s defined by the lasting impression we leave on others.
At Brindleyplace, where thousands of people cross paths every day, those small moments of kindness, professionalism and genuine human connection continue to make all the difference.
