01: Lack of time

Time is precious, and when you've got a never-ending list of tasks to complete and a queue of people to serve, it can be difficult to spend enough time with each customer. However, it is essential to be patient when communicating with someone who may be ill or who is anxious about their health or that of a relative.

Don't rush or second-guess them €“ this will only lead to frustration on both sides. If possible, why not set up a system with the members of your team so that someone can continue serving other customers if a conversation takes longer than normal? Getting others to help out on the counter at busy times will ease the pressure too.

02: Language

Most customers will speak English €“ 92 per cent of people aged three and over report English (English or Welsh in Wales) to be their main language. However, that means almost one in 10 people speak a different first language, and a smaller percentage don't speak English at all.

If you're in a situation where your customer doesn't speak English (or another language in common with you), you may need to ask a representative, such as a member of their family, to help. Also find out what languages are spoken among your team €“ you may be surprised at how many languages can be understood between you. Jargon can also be a language barrier.

Avoid medical or technical terms and acronyms where possible €“ they just over complicate and confuse customers. For effective communication, keep it simple.