The Jante Law’s effect on Customer Service in Sweden

– Don’t think you’re anyone special or that you’re better than us.

That is, according to Wikipedia.org, the essence of the Jante Law – a set of rules or a sentiment that every Scandinavian is familiar with. Most of the time it gets referenced in a humorous way, sort of in the same way we love the caricatures of our beloved neighbors within Scandinavia. But in the same way that it’s funny, it also hits a nerve because we recognize ourselves in it.

The Swedish middle way has in my opinion furthered the presence of the Jante Law. I don’t have the energy to go into that particular debate, let’s take it in a separate post someday, because now I just want to throw up on how this sense of conformity has severely crippled Swedes sense of good service. You see I have a theory that this ‘law’ affects Swedish organizations’ quality of customer service.

I’m pretty fucking tired of having to do business with people who don’t seem to want my business. I’m sick and tired of having a sales person/client service rep/waiter/what-have-you sigh themselves through my humble wish of spending my overly taxed income at their venue. It’s like I’m bothering them at work. Their job is to effing facilitate our effing little transaction.

And don’t get me wrong people. I don’t look down on any job demanding to be pampered as if I was royalty. Somehow it feels like the average Swede worries that others will do so thus having the attitude of “don’t think your better than me just because we’re on different sides of the counter”. Every job I’ve had that included elements of customer service gets so much better when you take pride in what you do, like any old job. And there you have it – pride is at odds with the Jante Law.

So called real jobs of manufacturing stuff and making stuff grown out of the ground have been spared of this anti-pride campaign thanks to Luther and his goodie-two-shoes doctrine of get yourself up in the morning and pull your bit. Now it’s time to incorporate good service into this part of the Swedish mentality.

Because customer service is not only important in a more service intense economy, good or rather great customer service is key to all businesses. Several well-known bloggers and pundits have underlined the importance of customer service as a cornerstone for good PR, marketing and business excellence. Zappos is a good example of this.

So, aren’t you sick of bad service too? Any suggestions on how to fix it or do we need to await the invisible hand or new generations?

Image by Here’s Kate.