June 10/17, 2019: Volume 34, Issue 26
By Lisbeth Calandrino
Everyone talks about the customer experience, but few know what it actually is. It goes way beyond reciting a pleasant greeting when a consumer calls or offering assistance when she ultimately enters your store.
Customer service today is essentially about delivering a memorable experience for the consumer throughout the entire purchasing process. Why is this so important? According to a study published by the Temkin Group, companies that earn $1 billion annually can expect to earn, on average, an additional $700 million within three years of investing in improving the customer experience. Not only is this a significant return on your investment, but it goes a long way in improving your relationships with your customers. Which, in turn, brings more repeat business—and so on.
Following are some actions you can take to improve the customer experience in your store:
Be clear on what really matters. If being on time is an important value, make sure everyone understands and adheres to it. By being consistent is one way you can show your customers you care. Continually discuss what matters, monitor to see that every- one is following the rules. Furthermore, check to see if the rule is creating any problems.
Know your customers better. When it comes to improving your customer relationships, one size does not fit all. If you are finding problems with your policies, it’s likely you’re not clear on who your customers are and what they need. One way to find out if you’re on track are customer surveys. If you ask them what they need they’re likely to let you know.
Get your customers to love you more. Remember, the customer doesn’t love products— she loves the people who provide the products. Statistics provided by the Journal of Consumer Research showed more than 50% of an experience is based on an emotion. In other words, if I feel good about working with you, it’s likely you have produced a positive emotion. It may be as simple as sending the customer a hand-written thank-you note after the completion of the sale or something a little more impactful such as sending the customer flowers after the sale.
Stay on top of customer feedback. When I go to business websites, I often see unhappy customer comments that have been on the site for years. Ask customers for testimonials and continually post them on your website.
Use social media to create a great customer experience. Post new products on your Facebook page and ask visitors for their opinions. If this is new to you, or you’re not comfortable with these tools, get someone to help you. It’s likely your competitors are already doing this. Don’t give them an unchallenged advantage.
Make your business a community hub. Everyone is looking for something to do, so why can’t your place be that destination? You can show movies, arrange fun get-togethers or even have someone conduct Zumba/yoga classes in your store. If it were me, I would have the farmers market in my parking lot. Find out what will draw customers to your store and go for it.
Think creatively. There are no rules for what you can do to attract more people to your store. Continue to recreate your own customer experiences. You’ll quickly discover what works, although you may have to do them more than once to achieve the desired effect.
Lisbeth Calandrino has been promoting retail strategies for the last 20 years. To have her speak at your business, or to schedule a consultation, contact her at firstname.lastname@example.org.