the last word
conference
The last
WORD
The customer is King!
By Tim Ogle, CEO of Retail Eyes
With the retail sector submerged means the whole experience. training tool. And by incorporating
in a price war, Tim Ogle, CEO of Customers should come away measurements such as the Net
Retail Eyes, specialists in feeling delighted with the service Promoter Score you can identify
improving customer experience, they have received. the specific aspects of a customer’s
explains how retailers need to People still like personal experience that will drive people
refocus their customer service interactions and, when customers to become a ‘Brand Promoter’.
strategy, particularly as we see a walk into your location, your teams Many retailers and brand
rise in consumer confidence and must do everything they can to managers now prefer to collate
a change in buying habits going make sure those interactions count: a variety of customer satisfaction
into 2010. be it making a sale or the customer feedback such as mystery shopping,
leaving with a positive impression customer satisfaction surveys, exit
which they will tell their friends and interviews, visual merchandising &
Tim Ogle CEO of Retail Eyes.
T
hroughout 2009 I’ve seen
the retail industry heavily family about. in-store audits and staff engagement
embroiled in an aggressive In 2010 customers will start surveys, to get to the heart of what
price war. While this has been returning to the high street and can be done to improve customer
great for customers, it’s created spending, but they will do so with experience and drive advocacy.
the bargain hunter culture, which caution. Customer service will be We’ve seen an increased level of
neither attracts loyalty nor helps one of the key driving forces when demand from clients to have all
increase customer retention in the it comes to increasing sales and these research methods collected,
long run. As this battle moves into consumer confidence increases, and collated and communicated from
2010, retailers are in danger of it is your frontline staff who are the one central place, not only for the
losing sight of the value of the ones who can make the difference key stakeholders to access but for
‘customer experience’ and the and build brand advocacy. This is the entire business, including the
rewards it can bring such as why, particularly in an overwhelming frontline teams. The forward
increases in average spend per majority of our clients cases, we’ve thinking retailers already taking
visit, loyalty and recommendation. seen companies place even more this approach will be the ones who
Getting your customer service focus on understanding and benefit now and even more as the
right is equally as important as developing, customer experiences. economy bounces back.
getting your prices right, and ever Customer experience research If you’ve used pricing strategy
more so as the country recovers methods must not only provide to attract your customers, what
economically. Retail sales continue detailed insight to those at head are you doing to ensure that you
to grow and consumer confidence office, they must be actionable at will keep them? Remember, we
is strengthening meaning that the frontline and quickly! A carefully are creatures of habit, but we
buying habits are shifting away developed and well executed have been forced to change.
from price alone. According to our mystery shopping programme will Perception of ‘value’ is shifting
latest National Customer give you almost everything you away with purchasing decisions
Satisfaction survey, seven out of 10 need to know about your customers’ being made on more than price
people are prepared to pay more for experiences and quickly show you alone and consumers willing to
a product or service if it means what you need to do to improve. pay more for better service. This
receiving better customer service. It’s one of the best techniques for is a great opportunity for you to
What’s more over half (56 per cent) generating quantitative and really boost your bottom line but
of the people we surveyed will leave qualitative information, giving staff are you doing enough to ensure
an establishment before making an an understanding of how customers your service leaves your customers
intended purchase if they get poor felt during their experience. This in feeling truly delighted?
service. What customers are looking turn allows staff to almost re-live
for is value for money and that the experience for themselves, so For more information
means more than just price; it the reports can be used easily as a visit www.retaileyes.co.uk
26 Department Store Buyer
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