It’s all about the customer experience for the retail industry
A retailer could offer the most up-to-date and popular products at the best prices, but if that merchant fails to deliver an exceptional customer experience, shoppers are likely to turn to competitors. So why is this? Many may think that because a patron is able to find the item he or she wants, this is enough to keep them coming back to certain companies for future purchases. But that's just not the case, as most consumers are also searching for exceptional experiences when doing business with brands. People want to know that they are valued and appreciated by retailers, and merchants find that these factors are key drivers for retention and loyalty rates.
What is an excellent experience?
To improve their customer bases, businesses often ask "What exactly is an exceptional customer experience?" While the answers on this may vary due to differences between consumers as well as companies, there are certain steps that every merchant can take to build a strong foundation for offering the best possible experience, both in their stores and online.
Unified Communications Strategies recently highlighted several components of what defines a great experience based on findings from its Interactive Intelligence Customer Experience Research Study 2013. When asked about what they believe excellent service entails, most consumers stated that interacting with a knowledgeable and personable staff member was the most important factor. Having their issues solved and questions answered was also another top element for a good experience. Companies can offer both of these aspects in their stores and on their web platforms.
It's all about the 4 C's
Retail Customer Experience expands more on this topic and suggests that merchants focus on four specific methods, known as "the 4 C's," for providing exceptional customer experiences. The source writes that the first C stands for "connections," and brands should give shoppers a way to connect with them at any time, whether through mobile channels, websites and in-store interactions.
The second C is "conversation," and retailers should aim to engage consumers with interesting conversations that are relevant to them and their needs. The third C is "choice," and by offering a variety of sought-after items, businesses can bring in additional sales, writes the news source. And lastly, the fourth C stands for "convenience," which is something that customers are looking for both at brick-and-mortar locations and online. Providing streamlined transactions is one of the best ways to boost satisfaction and offer the best possible experience, the source notes.
