The 2011 American Express Global Customer Service Barometer finds that 70% of American consumers are willing to spend an average of 13% more with companies they believe provide excellent customer service.
13%! That's up almost 50% over last year, when 58% of consumers said they would spend an average of 9%. So even more people are willing to spend even more money for excellent service.
Here's the news that's either good or bad, depending on the quality of your customer experience. Four in ten (42%) said companies are helpful but don't do anything extra to keep their business. And one in five (22%) think companies' take their business for granted.
The problem is that most retailers think about the experience, or talk about the experience, but don't have the discipline or leadership to actually deliver an excellent experience. It comes down to basic fundamentals delivered with every customer.
1. The customer is the only highest priority. Everything else comes second.
2. The staff is attentive and available.
3. The customer is acknowledged/welcomed upon entering the store.
4. The staff adds value to the customer's experience without pestering.
5. The staff is passionate about helping their customers make a purchase.
6. The staff is driven to meet, and attempts to exceed, their customer's expectations.
The key for specialty stores to maximize their opportunities is to execute those last three fundamentals extremely well. If that doesn't happen employees are either perceived by customers as annoying, or they miss sales.
Here's my challenge for you. Rate your store/company on a scale of 1-10 for each of the seven fundamentals, with 1 being the worst and 10 being the best. Take your lowest number and come up with two or three specific actions (things someone can see or hear) that each employee can take today to improve that fundamental.
So let me ask, are you getting that extra 13% from the 70% of customers who want that better experience? They don't give it to us....we have to earn it!
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Doug Fleener is a proven retail and customer experience expert that helps companies dramatically improve their customer experience and their results. Visit our website or call Doug at 866-535-6331 to discuss how he can help you create extraordinary results.
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