The customer experience is a multi-faceted and sometimes complicated opportunity for brand marketers and retailers. But in many respects, it is remarkably simple. A survey was introduced today that reports more than 25 percent of the time, customers feel ignored. If true, this is a call to action for all involved. We must train store and service personnel to proactively see service opportunities.
The survey, reported on by the Chicago Sun-Times, by the SALT & Pepper Group measured 1,027 interactions between customers and salespeople in 73 retail stores over a four month time frame. The study said that electronic and hardware/home improvement stores were slightly better than other channels. Luxury retailers, who you would assume would be at the top of the ranking, fell somewhere in the middle.
The SALT & Pepper Group identified, “the sin of omission,” as a big problem that they encountered when entering a store. In a nutshell, the associates working the registers or aisles simply would not recognize or acknowledge the customer. It seems like a simple thing, but when it comes to training and educating store personnel on customer service, we must not commit, “the sin of omission,” in including this basic concept.
New blog post: The Sin of Omission http://www.iccds.com/the-sin-of-omission.html
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