A woman carries shopping bags (Photo by Sean Gallup/Getty Images)
Return or exchange experiences of a customer can be critical to the retention of customers. By connecting customers with experts who can answer questions and give thoughtful recommendations creates a valuable experience for on-line customers that replicates the personal service an in-store associate could provide.
The same personal service increases the likelihood of completing the purchase and lowers the probability of the customer making a return. For instance, 75% of costumers said they are more likely to purchase from a company that provides personalized recommendations. 54% of customers had previously made purchases based on the recommendation of a customer service professional.
Gladly, Los Angeles based service platform “that treats customers like people, not tickets”. published this study that also finds that 82% of buyers make repeat purchases after brands make them feel known and most important 76% of first-time customers who had an easy or vey easy return said they would shop with that retailer again. While the study was made with on-line purchases, the results are very similar for customers who shop in-stores. It’s a simple rule: associates are front line hero is they know their merchandise and take care of the customer in a warm manner.
The result is startling. 72% of customers prefer to purchase from an agent that is knowledgeable and 78% feel it is important to have a robust and varied customer experience in order to drive revenue. Companies that excelled at customer experiences drive revenues 4% to 8% higher than those of their market.
One could ask why do people love shopping so much? A lot has to do with the customer service that comes with every shopping expedition, whether on-line or in-store. From the greeting “Hi, how can I help you” when you walk through the door to the helpful recommendations when you look for a new handbag, scarf or coat. There is someone physically present when you make the purchase in the store and that feeling has to find its way to on-line purchases now.
The challenge is to give the same service on-line. It is important that the customer be heard and that she feels the store associate is listening to her. Another aspect for an-on-line shopping is that issues must be quickly resolved. The customer remembers courteous service. 71% of the customers said that this was an important factor.
The future is an omni-channel platform where more than 19% of companies intend to add Facebook, Messenger, Apple
70% of consumer say that personalized service is more important than personalized marketing. 64% of costumers feel like a ticket number when there is a lack of personalization.
Post script. There are many reports of poor service. Some associates do not care. It is up to management to monitor activities on the call=board and encourage associates to team up for greater marketing successes. Returns create a valuable moment for customers to find something new and exciting. It could make the customer an ambassador of good will to her friends. She could talk about her good experiences and help the store succeed.
