Many retail business owners claim customer service sets their business apart but don’t have the numbers to prove it. If 3 out of 4 consumers will really pay more for good customer service, it’s time we defined what that looks like.
3 out of 4 Shoppers Willing to Pay More for a Good Customer Experience
An ICSC (International Council of Shopping Centers) study found that 73 percent of consumers said they are encouraged to spend more money than they had originally planned when they receive good customer service or have a good customer experience. But what makes a customer experience “good?”
Implementing the right CX (customer experience) strategy could improve your business’s growth and profitability, but it might not be as easy as you think. 50 percent of shoppers said their customer service expectations are higher now than they were just three years ago. Here’s what they said they wanted, according to Retail Touch Points.
5 Takeaways for a Good Customer Experience
62% of shoppers want to interact with friendly, knowledgeable employees
People skills, soft skills, emotional IQ – call it whatever you want, but any employees who deal directly with customers should be positive, approachable, friendly and have sufficient training to be able to easily answer common customer questions. This means resisting the temptation to rush the employee onboarding and orientation training, and reinvesting in employee training on an on-going basis.
59% of shoppers want to be able to easily find what they’re looking for
Standard thinking for brick-and-mortar retailers is to put the most-purchased items at points farther away, and putting popular items far from one another, so that customers must pass by less-popular products to get to the ones they are looking for. But is that what’s best for customer experience?
Consumers are voting with their devices, with many now opting for ecommerce shopping or order online and pick up, even for often-purchased commodities like groceries. If it’s important for you to have customers come into your business and browse, is there something you can offer in return for shoppers willing to forego convenience?
And it’s not just about location. When shoppers are comparing two or more options, it’s also important for them to feel confident that they found the right product, the best option for their needs. A combination of well-informed staff, good in-store signage, clear explanation of features and benefits, and similar types of information will give your customer more confidence in their buying decision.
59% of shoppers want the checkout process to be fast and easy
Convenience, convenience, convenience! When you compare the process of going to any brick-and-mortar retail store to shopping online, there’s no comparison when it comes to ease of shopping and checkout. Where the brick-and-mortar retail has the advantage is the immediate gratification of ownership. Eliminating barriers in the purchasing process by making it easy for shoppers to check out and deploying a fast credit card processing solution streamlines the customer experience.
Likewise, offering a variety of payment processing options such as scanners customers can take with them, having customer credit cards on file for payments or quick pickups, offering customers the ability to checkout online while shopping in-store and ensuring adequate staffing and POS equipment at the point of sale can all contribute to a faster, easy-to-navigate checkout that lets the customer personalize the way they pay.
57% of shoppers would pay more for a particular item if they knew they would receive strong service
Strong service is what turns commodities into must-haves. it’s what helps to sell big ticket items where competition is fierce. If you want to know the difference, go car shopping. See how different the experience is at your local entry-level vehicle dealer than it is at your local luxury car dealership. Both automobiles will get you from point A to point B, but you’re only going to want to go back to one of them!
90% of shoppers say they are vocal about their retail customer experiences
Today, a retailer could go from anonymous to infamous in a matter of minutes. Deconstructing the customer experience in order to eliminate pain points and add in positive touches gives your customers reasons to recommend your business to their friends, loved ones and co-workers.
Why pay more for credit card processing?
Not only do we offer fast, efficient credit card processing solutions, we also offer free local setup, installation and support in many regions. If it’s been a while since you evaluated your merchant services card processor, customer rewards and other loyalty marketing or your payment processing POS equipment, we would be happy to give you a free, no-obligation quote to compare against your current plan or help you better-understand merchant services fees.