Are your customers happy?
If you don’t know how your customers feel about your store and service, it’s nearly impossible to improve their shopping experience.
In fact, it’s better to have unhappy customers—and understand why—than it is to stay in the dark. Dissatisfied customers can teach you a lot about how to improve your retail business.
So how can you understand what your customers want and expect from you?
Start with listening
“Instead of focusing on the competition, focus on the customer.”
– Scott Cook
The secret to happier customers is simpler than you might think. The first step to keeping them happy is listening.
If you don’t ask your customers how they feel about your retail business, you’ll never find out. Show that you truly care about their experiences by asking for feedback.
A poor in-store experience will frustrate your customers. What makes matters worse is not giving them an easy way to share their feelings. Unhappy customers typically tell about 15 people about their experience, so you need to know what they’re saying in order to make the necessary changes.
Only by gathering meaningful feedback will you be able to discover what you’re doing well and where there’s room for improvement.
Get hooked on a feeling
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
– Maya Angelou
This quotation applies to individuals and retail companies alike. People make purchasing decisions based on how a company makes them feel. And they want to feel heard, valued, and respected.
At the end of the day, a great in-store experience comes down to the interactions between customers and frontline employees. Your staff need to understand the crucial role they play in influencing how customers feel about your brand.
Employee happiness and customer happiness go hand in hand: without engaged and motivated employees, you’ll be hard pressed to get your customers happy and returning to your stores.
Use customer feedback to fuel your company’s growth
“Customer service shouldn’t just be a department, it should be the entire company.”
Once you’ve gathered all that juicy customer feedback data, what do you do with it?
Collecting customer feedback without acting on it: a) means that the data is too complicated to analyze and employ, and b) signals to your customers that you don’t really care what they think.
The beauty of easy-to-use, real-time feedback is that you can instantly act upon the results to fuel your business growth. Sharing feedback shows that you listen, builds your customers’ and employees’ trust, and motivates your staff to provide a better customer experience.
Want more insights on how to improve your retail customers’ happiness? Download our free checklist to learn what steps to take to improve your in-store customer experience and make (and keep!) your customers happy.
Sarah HittCX Expert, Field Sales
Sarah is a Certified Customer Experience Professional and Lean Six Sigma Black Belt with proven results achieved through end-to-end management of internationally recognized CX, EX and performance programs.
Sarah is most known for her expertise in developing customer-centric cultures, her Voice of Customer insights & understanding and her ability to raise performance.
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