The idea that service is the competitive advantage of small, independent retailers is beginning to look like a myth. Whether you say it's the customers & their lifestyles that changed, or the business of retail that changed, something is different.
While graceful service is still a required part of satisfying today's shopper, established retailers are starting to discover customer service is a "must have", but it doesn't provide a sustainable competitive advantage by itself.
But, if you compare the customer service ratings consumers give retailers, you discover that top-performing retailers get virtually the same ratings as many struggling retailers!
So, even retailers who provide the customer service shoppers want may find shoppers don't become buyers unless the retailer offers something more.
It may not surprise you that customer satisfaction depends on more than just the customer service you deliver. What may surprise you is what it takes to truly satisfy customers today.
Shoppers perceptions about your store are both rational and emotional.
While consumers do pay attention to the person-to-person experience they have with your people, they are also reacting to both tangible and intangible factors that add up to the total experience they have with your brand.
What are some of these other factors attract shoppers and turns them into profitable customers? all the must haves like personable service, plus:
Today's shoppers have spoken. Retailers who make investments to deliver a better total shopping experience are much more likely to win satisfied customers in a competitive marketplace. When you satisfy customers you create relationships that can return important benefits to your business:
At a time when customers expect more & more, retail is a tough business. Businesses that invest in smart, focused solutions will satisfy more customers, more often.