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Five Ways to Improve the Retail Store Customer Experience with Voice of Customer Analytics

The retail store environment plays a unique role in today’s technology-driven world. Customers develop relationships with companies using a variety of devices and channels, but the brick-and-mortar store adds the element of in-person interaction, where your associates represent the face and voice of your company.

Using surveys to gather voice of customer insights about the retail store experience is a great way to understand how your associates—and your company—are performing in the eyes of the consumer, but making customer-focused improvements requires buy-in at every level of the organization. However, getting everyone on board requires quantifiable data that’s both actionable and predictive of future success.

If you’re currently measuring the retail store customer experience or looking to start, here are five ways you can get more value from your voice of customer data:

1.) Measure the Impact of Tactical Behaviors

In retail stores, small interactions with customers can go a long way—for the customer and for the organization. ForeSee’s proven approach to customer experience measurement measures satisfaction with individual elements of an in-store experience and then quantifies their impact on future customer behaviors (e.g., likelihood to recommend, return, and purchase from you again). Adding tactical behavioral questions and quantifying their impact on a customer’s satisfaction helps you identify specific associate behaviors that, if improved, will serve to build stronger customer relationships. Asking customers if they were greeted, assisted, recommended related items, were able to purchase everything the intended, or similar tactical questions and quantifying their impact on future customer behaviors helps you identify small, simple changes that can go a long way with your customers.

Improve the Retail Store Customer Experience_Behavioral2.) Tie Customer Satisfaction to the Bottom Line

Looking at behavioral data alongside transactional data helps you understand how key behaviors impact revenue. For example, is there a correlation between customers who were greeted by an associate and higher cart values? Do customers who received personal assistance from an associate spend more than those who did not? When you can identify the impact certain key associate behaviors have on sales, you’ll be in a better position to explain why the company should invest in areas like associate training. You can also show the financial impact these behavioral changes have over time.

Improve the Retail Store Customer Experience_Transactional3.) Get Everyone Involved

Making customer-focused improvements in the retail store requires buy-in at every level of the organization. When you can prove the value of a satisfied customer at the executive level, they’re more likely to champion the importance of improving the customer experience at the district and individual store level. When corporate believes something is important or recognizes individual associates or locations, it helps employees understand their role in the company’s success and motivates them to keep up the good work.

4.) Track and Socialize Progress

Track the results of your progress in a way that’s easily digestible for every part of the organization. At the executive level, send regular reports showing the impact of small improvements or designate an executive champion to socialize results from the top down. At the regional/district level, share success stories from other districts so the entire organization can benefit. At the individual store level, post open-ended feedback related to outstanding associate performance in the break room.

5.) Celebrate Victories

An integral part of the retail store experience is the associate: to the customer, associates are the face and voice of the company. When your associates feel recognized and appreciated for their positive actions, they’ll also be more receptive to constructive criticism. In addition, they’re more likely to be satisfied with their employer and engaged in their work. Our research shows employee engagement has a direct, positive effect on customer satisfaction. So if your associates are satisfied and engaged, they are more likely to enthusiastically participate in company-wide initiatives to improve the customer experience, thus increasing shopper satisfaction and customer likelihood to engage in desired future behaviors such as returning to your stores, purchasing from you in another channel and recommending your brand.

Improving the customer experience in any channel is an ongoing effort, but it becomes much easier when you measure the right things. ForeSee cxMeasure for Stores continuously measures how your shoppers view your retail store experience, using our proven approach to customer experience measurement so you can confidently understand how your customers feel about your stores today and predict how improving the experiences you provide will affect their future choices. Traditional store metrics are backward-looking and reactive, but cxMeasure for Stores gives you the predictive power you need to take actions that will improve your in-store customer experience to keep your customers coming back. Download the ForeSee cxMeasure for Stores Product Solution Sheet to learn more.

About the Author

Eric drives ForeSee’s marketing strategy, working closely with the company’s product, client service, and sales teams to infuse innovation and operational excellence into its offerings. Since joining ForeSee in 2004, he has contributed to the organization’s strategic growth, particularly providing leadership around mobile solutions. He is the author of several of the company’s thought leadership studies, including the 11th annual ForeSee Experience Index (FXI) and the American Employee Study. Eric is a frequent speaker on customer experience analytics, and marketing best practices. He is a board member of the Digital Analytics Association (DAA) and an adjunct professor of mobile marketing at the University of California, Irvine Extension. Previously, he worked as a web analyst, multichannel strategy consultant, usability specialist and focus group moderator. Eric is a graduate of the University of Michigan.

Read more posts by Eric Feinberg


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