Aussie retailers must offer exceptional customer service experiences in 2022
Exceptional customer service and expereince in retail is arguably a new obsession for Aussies and Kiwis. Granted, some savvy businesses have been ahead of the curve, but we often fall way behind our enthusiastic EU and US counterparts.
Fast forward to recent times, and after delighting in the joys of international shopping (think Amazon and Net-A-Porter), local consumer attitudes and expectations have changed. They’ve decided that this exemplary, eager-to-please customer service is rather nice, especially enjoying positive ‘customer experiences’.
Australia’s retailbiz amplifies the same message, saying new research from global provider of workforce management solutions, Humanforce, shows that “73% of Australian consumers say a positive experience in-store is even more important to them now than it was prior to the pandemic and 79% of consumers said they would not or might not remain loyal to a retailer if they received poor customer service".
What is exceptional customer service in retail?
Exceptional ‘customer service’ is about going out of your way — being unconditional in your commitment to helping the customer. It’s about the salesperson doing everything in your power to offer the best possible retail product or service to your customer. But if asking someone ‘how would you define exceptional customer service?’ Keep in mind that it involves human interaction, whereas customer experience is beyond that.
What is an exceptional customer experience in retail?
Exceptional retail ‘customer experience’ is where the customer has an outstanding or ‘exceptionally’ positive experience at every touchpoint (sales channel). Customer experience is the new kid on the block, a trending term in the retail community. It involves much more than the relationship with the salesperson; it’s the whole shebang. Customer experience is the customer’s entire experience with the retail company. Consequently, it forms their view of the brand and the likelihood of their ongoing loyalty. Retail customers are now also demanding an omnichannel experience, where they can interact with your brand through several integrated touchpoints before purchasing. For example, they interact with a salesperson in a store, visit the online shop, follow them on social media, or live chat with a salesperson. And from start to finish, they want a seamless, positive experience.
How do we deliver an exceptional retail customer experience?
Delivering customer service: Customer service can be delivered by good management that communicates to staff the rules around brand ethos, customer care and etiquette. It requires staff training, encouraging empathic listeners and a strong focus on problem-solving.
Delivering customer experience: This requires the above customer service activities. But additionally, it must involve integrating all touchpoints (sales channels) to improve the retail customer’s user experience. Fortunately, the right retail POS software can automate processes to allow this to happen. When you integrate all systems, it’s a lot easier to develop a great customer experience (and stellar sales increases), particular in three areas:
- Enhanced customer loyalty
- Enhanced customer satisfaction
- Positive reviews and better word-of-mouth marketing
Centralise multi-store fulfilment & stock
You can significantly improve the customer experience by centralising multi-store fulfilment and stock. This omnichannel approach will allow more stock to be visible at each touchpoint, satisfying retail shoppers and increasing sales.
By using powerful retail inventory software, you can make all purchasing, stock control and fulfilment easier and save countless hours of admin. Store replenishment will be automated, so you’ll always have the right amount of stock at the right time, at the right place. So there’s less disappointment and more happy customers.
Plus, if an item is out of stock in-store, shoppers don’t have to drive around town to check other stores. Shop staff at the physical store can access the POS system, revealing real-time stock visibility to access the item at another channel. They can then organise delivery, either to the customer’s home or a nearby store for curbside pickup or Click and Collect. It’s another way of providing a better customer experience.
