Technology has enabled businesses to reach a consumer through a multitude of channels, but customer loyalty stems from positive customer experiences rather than from rewards programs alone.
A recent study recently cited by TechJournal identified key attributes of consumer experiences that foster brand loyalty. The fundamentals of retail haven’t changed despite the huge number of channels, such as social media, online, in-store, outlet and catalogs. The experience-focused approach supports what ultimately drives sales growth: buying products, shipping them as cost-efficiently as possible to your stores, displaying the products well and selling them for a profit.
Here’s a breakdown of three customer service fundamentals that increase the company’s bottom line:
- Front-line staff are the first employees to make an impression on customers. Train staff to be knowledgeable about the product and to listen to and affirm the customer’s needs.
- For better or worse, consumers freely tell friends and acquaintances about their shopping experiences. Treat customers as potential brand ambassadors because they can be the best marketers for a company.
- Welcome feedback from customers by providing multiple ways they can inform management about their customer service experience. Address the situation if something bad happened. Sometimes, an apology makes a difference and converts the customer into an evangelist.
Source: TechJournal, November 2011
