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As a retailer, you've invested a lot of time, money, expertise and resources to make the connection between your organization and the customer. In fact, the merchandise you are presenting to the customer today may have been acquired a year ago, indeed preparation can be lengthy. Now it's the eleventh hour and a sale hinges on the customer experience you are about to deliver. I always say that the customer has more alternatives than ever before and is better informed through the technology at their fingertips. Make no mistake about it. Today's customer has very high expectations. Disappoint them with the essentials and they'll move on to your competition in a flash. It's a simple matter of looking frequently at the fundamentals and making sure that your organization avoids these errors when delivering the optimal customer experience: Staff lack Product Knowledge - knowing all about the goods you sell is the foundation of an optimal customer experience. Staff that appear clued-out in regards to product knowledge will lack credibility with customers who expect advice and ideas when they buy. Poor pricing and value position - Not all customers want to buy the cheapest item, but they all want the best value for their dollar. Customers more than ever before want the most for their hard earned dollar. In fact, more and more customers see value in durability and are prepared to pay more if the life expectancy of a comparable product saves them money over the long term. The disposable mentality of the consumer is shifting more towards durability, traditionally an attitude found more in European consumers. Poor selection - Consumers today demand a wide selection of goods even if they only seriously consider a handful of variants of a product they are shopping for. For no other reason, customers see the option of a wider selection as a sense of empowerment. Inconvenient to shop - Although we may be living in an affluent and consumer driven era, people are starved for time. Customer polls indicate that inconvenient parking, locations and a store that is cumbersome to shop in are major turn-offs that motivate them to seek competitors that make shopping faster and easier. Staff lack enthusiasm - The last component that will kill a sale is poor service driven by a lack of enthusiasm. If your staff are not thrilled and excited with the customer experience, your store and what you are selling why should the customer? TAKE ACTION TODAY Customer service is a broad and complex subject. However, as an organization this array of mistakes can creep in unless you constantly take stock of your organization. Review your stores and organization in general on a regular basis. Are you always delivering the Optimal customer experience?
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