Train workers to better handle COVID-19 safety
On a recent afternoon, I was in a Virginia Beach CVS to purchase batteries for Christmas decorations. The display was near the entrance where a lady and man were in line to check out.
A man, I suppose in his mid-40s, entered the store without a mask. The cashier kindly asked him to respect CVS’s rules and wear his mask. It was shocking to witness the profanity the mask-less one shouted while turning and exiting.
The employee handled things professionally. We customers sympathized with him and asked if this happens often. He said, “Daily.”
The situation made me think. What’s legal? How can stores prepare employees to defuse and neutralize hostile customers refusing to wear masks during COVID-19?
CVS and Walgreen’s are the largest pharmacies in America, with deep expertise and resources to educate staff and implement programs dealing with situations like the one I witnessed.
Given small businesses’ limitations to prepare for such disruptions, I suggest a simple three-part plan:
1. The law sides with retailers. An executive order by Gov. Ralph Northam on May 26 mandates masks for people age 10 and older in “indoor settings to which the public has access.” Despite the belligerent customer’s claim, requiring masks doesn’t violate constitutional rights. Face coverings are central to the Centers for Disease Control’s overall plan to slow COVID-19 infection, with valid exemptions.
I notice most stores have their mask policy highly visible on the front door. Large retailers such as Walmart and Target station an employee at the front door to gently remind customers of their rules.
2. It’s vital that staff understand their roles, responsibilities and limits with non-compliant customers. Local, state and federal regulations provide essential information. Stores must ensure messages are consistent with anyone violating codes.
Moreover, staff need coaching on how to politely ask customers to please wear masks while shopping. Ideally, the store will provide a mask for anyone who doesn’t have one.
3. Staff aren’t police. If a customer, such as I saw, absolutely refuses to accept the store’s rules or a free mask, staff needs to defer to a designated employee trained to handle these situations.
Standard response for all staff is a non-threatening tone while informing the violating customer that a supervisor will talk about the store’s rules. This supervisor will have training on how to ask the offender to leave if he or she won’t abide by legal store policy.
At no time should any staff get into a heated argument nor speak loudly with a customer.
Most stores have policies to document customer conflicts. This essential process must be done immediately to eliminate future potential legal issues.
Every rule has exceptions. Face coverings are not required for individuals with medical or age issues. Staff must be trained to identify and accommodate customers with a legitimate reason for not wearing a face mask.
Accepted deviation from rules means certain people will try to manipulate to suit their interest. Citing sources that claim masks are unsafe for all people isn’t a legitimate excuse not to wear one. The store’s best response is to provide factual local, commonwealth and federal mandates.
Sean Brickell, president of Brickell & Partners Public Relations, has provided counsel to businesses in Hampton Roads for 40 years and was inducted into the Public Relations Society of America’s College of Fellows in 2002. He suffered COVID-19 in October, therefore understands how contagious the disease can be.