Customer service in Bulgaria is a relative concept. For foreigners coming to this country whether as tourists or for business purposes, this relativity can come as quite a shock, despite forewarning. Most people are used to a form of "status quo" service: a standard set forth by the theory that "the customer is always right" and if you treat them as such, you are justly rewarded (and if you don't, you can face a lawsuit for damages, one of the many "gems" to emerge from American capitalism). However, this concept doesn't exist in Bulgaria, and the majority of the time the customer feels not only wrong, but also at fault.

Shopping at one of the various clothing stores in Sofia, it's fairly common to get dirty looks from the shop girls when you enter, as if disturbing their cigarette break and tainting the store with your presence is a mortal sin. Oftentimes at restaurants, it can be really uncomfortable to be ignored by a waiter or given atrociously bad service. Dealing with the Bulgarian administration can be equally frustrating, and for foreigners used to polite treatment, this may be reason enough to turn and run without looking back.

However, this is all relative. It's not uncommon to get excellent service in shops or restaurants and to be treated humanely in the various ministries. A lot of it has to do with approach. Because the standard of customer service is quite low, it isn't obligatory to treat clients well. However this doesn't mean that people in this country aren't aware of the effect of their treatment. How you approach them can be just as important as how they react to you. The key is not to take it personally when their reaction is disdain. As more foreigners are venturing into this unknown territory, Bulgarians are adapting to their expectations and providing a helping hand. If you live in a neighbourhood where you spend a lot of time, it's highly recommended to start up a dialogue with the grocers and shopkeepers. They have an idea of who you are and will be even more willing to help if you treat them as more than just a face in the crowd.

Going to unknown restaurants and shops is a gamble. You have a 50/50 chance of getting either extreme. Using charm and a bit of the "cuteness factor", most Bulgarians will treat you well. They are often so enthralled to hear a foreigner attempting this difficult language that they will go out of their way to be of service, sometimes offering that service with a smile. Bulgarians are generally pretty direct. Standard greetings are commonplace, but then it's best to get straight to what you want. The 50s diner mentality only works once you know the people well, hence why a shopkeeper will spend 20 minutes with a friend and barely look up at you when you need some assistance. However, catch them in an empty shop, and here's your golden opportunity to show them some appreciation. If you're lucky, it will be returned.

The only place where you are guaranteed at least a foundation of service is at high-end establishments and Black Sea resorts. However, even here the workers may be a bit fed up with it all. You must remember that most people in this country are working hard but making very little money. The daily grind often seems to never pay off, and at times there is a bleakness surrounding people. Uncertainty, frustration, and lack of hope are very common among working class Bulgarians. Putting on a show that they care, just because you are a "foreigner with money", can get old really quickly. Be aware of this, and you may well appreciate good treatment when it comes to you and realise that bad service has its reasons far beyond you.