What Really Is Good Customer Service?
Most retailers would agree customer service could use some improvement. The problem lies in determining what constitutes good customer service and how to provide it.
With so many retailers selling the same merchandise at similar price points, customer service remains an excellent way to for a retailer to stand out in the crowd. But how can retailers determine what the customer really wants?
According to J.C. Penney chairman and chief executive Mike Ullman, “Southwest Airlines has never been considered a full service airline, but it has a high delivery on it promise. It has high customer satisfaction because it fulfills its promise. [In retail], if the register doesn’t work, it doesn’t matter how friendly the person is. If the price isn’t right, the restroom isn’t clean and the dressing room isn’t tidy, these are all disqualifiers.”
Additionally, different types of retailers create specific expectations of service levels. The customer shopping in Saks won’t expect the same level of service when shopping in the Dollar Mart. What would barely pass for service in a high-end retailer is perfectly acceptable to consumers in other environments.
Interestingly, however, one of the most commonly cited ways in which consumers feel retailers could improve customer service regardless of the type of store environment is in the training of store personnel. If staff does not display respect for the customer by being visible, knowledgeable and available, (all hallmarks of good training) the customer will leave the store having had a negative customer experience.
It seems that, while customers may expect varying service levels depending on the retailer being high-end, low end, boutique or a chain, one thing all customers want is to be served by staff who actually care that the customer has chosen to shop in their store- and knows how to show their appreciation with excellent customer service.
Tags: Customer Experience, customer satisfaction, ivr/web surveys, mystery shopping