Retailers can use customer complaints to meet expectations
Besides managing employees, inventory and other daily store operations, retailers also are tasked with meeting the wants and needs of their customers. Sometimes, this can be a simple process, as most consumers will let businesses know what they expect and what they are looking for. On the other hand, it can be difficult if complaints have no basis and are out of the control of merchants. Whatever the reason, there are ways that retailers can take shopper criticisms and use them to improve operational methods.
Most common customer complaints
While retailers have seen their share of complaints, there are still the ones that are the most common among shoppers. A report from NSW Fair Trading pinpointed some of the troubles that consumers face most when purchasing from both brick-and-mortar retailers and ecommerce merchants, according to Inside Retailing. Returning items was the number one complaint among patrons in 2011 and 2012, as some were not aware of the terms and conditions or lack thereof that businesses have regarding refunds and exchanges.
The use of discount vouchers and coupons were another top difficulty that customers dealt with and brought to the attention of retailers. Some consumers were having problems with using expired deals, and others complained that some merchants did not honor the discounts they were offering.
The source reports that when it comes to the various retail sectors, consumer appliances saw the highest amount of complaints, the research revealed. Furniture, bedding, clothing and jewelry also ranked high on the list.
What customers expect
Many complaints stem from consumer expectations not being met. In a separate article, Inside Retailing states that retailers should strive to meet these needs and wants, as it is the most effective way to keep shoppers satisfied and turn them into loyal customers. Despite the source of trouble or criticism, merchants should assess what they are currently offering and determine whether changes need to be made.
One complaint that businesses may hear is that they do not offer any or enough mobile options for their patrons. This can be easily fixed by adopting mobile solutions such as applications and optimized websites for smartphones and tablets to give consumers what they are looking for in a mobile experience.
