Truth be told, many stores sell comparable products, and if customers search hard enough, they can find something similar at a lower price. But you can’t put a price tag on how customers feel about your store and its associates; that’s where personal service and building relationships come into play. When making a sale is the main priority, loyalty becomes secondary.
Organizations that stand out from the crowd focus on establishing meaningful connections. They have lifelong customers who have been shopping with them for years. Delighted customers are loyal customers who continue to support the business in economic downturns and when prices increase due to tariffs. Businesses that excel in customer experience can withstand the test of time and flourish for generations.
“Companies that deliver great experiences prioritize the human connection with customers,” Isabelle Zdatney, head of thought leadership at XM Institute, said in a release. “This is a critical time for CX leaders with outsized rewards for those who get it right. During uncertain times, consumers gravitate towards brands they already know and trust, creating a huge opportunity for organizations to build even stronger connections with their customers.”
Perception versus Reality
While most companies acknowledge that their customer service has room for improvement, they often fail to recognize the depth of unhappiness consumers experience with the service. Why? Many consumers leave and never return. Or the company believes charging lower prices is an acceptable tradeoff for poor service.
- Over 72% of consumers are willing to pay more for a premium experience when doing business with a company (Qualtrics XM Institute)
- Two-thirds of customers report that their last customer experience could be better.
- Getting help is a chief area of frustration for customers
Delighted customers translate into Sales
Customers are in the driver’s seat, so they can afford to have lofty expectations when they shop. However, retailers often struggle with how to deliver a great customer experience, as the bar continues to rise. The goal is to create an army of loyal customers who are confident your business can meet their needs and exceed expectations. Every opportunity your staff has to interact with shoppers must be meaningful to create connections and foster a relationship.
Look Beyond the Data
Sometimes retailers get so caught up in data and statistics that they forget the real people behind the numbers. While understanding your customers’ purchase history and other relevant information helps you assess their likes and dislikes, speaking with customers provides a human touch. Most people prefer shopping at small businesses because they enjoy receiving personalized services and getting advice from a salesperson who can assist them with their purchase decision.
Don’t Be Afraid to Ask Questions
Customers often don’t know precisely what they need for a project. They appreciate salespeople who listen patiently, ask questions, and then offer helpful advice. Investing time in the customer, rather than just completing the transaction, is a priority. The results are worth the effort in terms of fostering a strong customer bond and driving sales.
Remember, it’s perfectly fine to ask customers for their email address, phone number, or mailing address. Surveys show that 80% of people are willing to share personal information if they believe it will improve their shopping experience. Additionally, people feel more invested in the outcome if they can offer feedback, recommend new products, and contact the business after the transaction is completed.
Stop Procrastinating, Act
Constantly making changes due to a lack of planning leads to chaos and uncertainty. Creating an exceptional customer experience requires consistency, clarity, and the desire to try something new. When customers were asked what they dislike most about the service they receive, here are a few things they find most upsetting.
- Failing to keep promises
- Long lines are frustrating and make shoppers angry
- Treating people like a ticket number instead of a person
- The same problem occurs repeatedly and is never resolved
- Not responding to complaints or emails
- Explaining the problem repeatedly to different people
Business owners are also customers who have experienced many of the unpleasant situations mentioned earlier. However, it can be challenging to recognize similar shortcomings within your own organization. The entire team is responsible for prioritizing customer experience and retention. A sincere commitment to service begins with leadership and becomes an integral part of the organization’s DNA. “Understanding the complete customer journey is essential because it reveals the true ‘moments that matter’—not all journeys need improving, and not all improvements are worth the effort. By identifying these critical moments, organizations can focus their resources where they’ll deliver the greatest return on their customer experience investments,” said Zdatny.
