Customer service remains a vital part of the retail store experience.
According to a recent study conducted by Ovum and Opinium Research, good customer service makes customers feel more positive about brands in general. When customers have a positive opinion on a brand, they are more likely to both shop with it again and tell friends or family about their experience.
The study also found that:
- Customers simply want their questions answered in an acceptable, efficient timeframe. By answering questions right away, customers feel as if their concerns are being heard and something is being done to remedy the situation.
- Customers enjoy and often expect a personalized shopping experience. By catering to customer needs, sales will increase. In addition, patrons believe customer service should “reflect me as a person.”
- Simply making one mistake during a customer’s shopping experience can cause them to want to shop elsewhere.
How can companies focus on their customer service without losing sight of the other important issues in their business as well?
Constant innovation is critical. By enabling customers to interact with the latest technology and employees, a shopping experience is more often viewed as seamless and convenient. Not using the latest technology can distract your customers and may even hold you back from being as successful as your competition.
Another important factor to keep in mind is employee training. When employees are aware of the latest changes they are able to learn new skills and build on existing ones. By enabling core customer competency development, stores can better deliver on customer needs.