Review Your Business- Don’t Just Leave It To Your Customers

Retail has turned the tables on tradition- Crate & Barrel’s concept store now serves food on theirs. That’s because people aren’t looking for more furniture every week, but they’ve gotta eat! So they might as well take their seat.

We explored such experiences in last week’s article. But today we make this case: careful self-monitoring is needed to make experience adds worthwhile. 

See, when you provide immersive retail experiences, you enter the world of hospitality. That’s the home of the original 5-star ratings!

People will share opinions- that’s showbiz, baby. 

“We train our customers to expect great service, so when customers don’t get it, they complain. Don’t promise something you can’t deliver.”

– Shep Hyken  

I’m here to tell you that customer analytics will help you do the necessary backstage work to keep the show on the road. 

With bad customer service leading to an annual loss of over $62 billion in the US alone, one can see the compounding effect of negative experiences. If you’ve kept an eye on our recent posts, you’ll have seen some true horror service stories. These are bad cases of PTSD (Person Traumatized by Service Douchery). 

Retail Wire’s George Anderson lays out the stats caused by the epidemic: 

  • 48% of consumers have left a negative review online, 73% of those have done so in the past year.
  • 79% said they would be “very” or “somewhat likely” to leave a negative review after a bad customer service. 
  • 41% say they have not gone online to express their unhappiness, but almost two-thirds of those regret not having done so.
  • 62% say they see how many stars a business has before making a purchase, showing that shopper opinions are what give you credibility. 

45% say they have shared a bad experience with others by traditional word-of-mouth. 

With stats like these, undertaking a new concept can feel intimidating. But with great risk comes great reward:  Bain & Company reports that the experience economy is projected to grow to $8 trillion by 2030

And besides, feedback is good for your business. Because even when it’s not a resounding “encore”, it can help you get there. 

“Given that the average American buys 65 garments per year (and that’s just garments — a tiny % of their 300,000 items owned), the 48% that file at least a single complaint a year doesn’t amount to much feedback…Those that give it care enough about the brand to make it better or enough about the experience to share immense frustration…Most customers don’t have the time or interest to complain to others, they will vote with their wallets first.”

– Ananda Chakravarty

With that in mind, one must remember that negative reviews are not the only means to improve the customer experience.

“The most egregious reviews tend to be the ones that describe profound lapses in basic customer service – till lines a mile long, disrespectful staff interactions or store cleanliness/organization.” 

– Mark Ryski

Therefore retailers should invest in an analytics solution in order to notice these unfavorable patterns immediately. 

Insights will show you how to improve staffing levels- in order to minimize queuing and to ensure there are associates present who can address complaints timeously so that customers won’t have to go online to be heard. Among other things, insights also indicate when and how to optimize store organization.

With a comprehensive set of metrics plotted along the customer journey, Vision.gl is designed to help you to read the room and to tailor your performance accordingly.

Do you want your store to receive better reviews?
Why not visit Vision.gl now.

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