Customer Experience: Long-Term customer appeal

The retail industry is taking a harder look improving their customer experience programs. BNet.com published the American Consumer Satisfaction Index findings from the fourth quarter, to which it appears consumers are having better shopping experiences. The ACSI report also revealed Wal-Mart and Dollar General’s customer’s satisfaction did not increase with the industry trend.

Wholesalers and supercenters such as Wal-Mart, are attracting new price conscience consumers. The attraction is the dollar savings customers experience by shopping at Wal-Mart or Cosco. Right now, the retailers are reaping the rewards of having the lowest price, but will the lack in customer satisfaction keep the consumers in the long run?

Consumers right now are focused on getting every dollars worth from their purchases. Eventually the economy will turn, allowing consumers to be selective on where they shop. A consumer is willing to trade the gourmet roasted ham from a specialty shop for the cheaper deli slices at Wal-Mart. When the economy turns, Wal-Mart and discounters will need to offer more than just low prices to entice consumers. It will come down to having great customer experience program.

Wal-Mart openly disputes the ACSI findings arguing their customers are having positive experiences. BNet’s article quotes Wal-Mart’s spokesperson John Simley explaining the retailer’s customer experience initiatives are working. The true test if Wal-Mart’s initiatives are effective will after the economy heals and the discount prices are not the biggest decision factor for purchases.