By Jim Connolly
Why do some retailers grow super-successful businesses via word of mouth, whilst others really struggle to attract customers?
A big part of the answer can be found in something known as Customer Experience.
If a customer finds the experience of visiting your store remarkable enough, they are massively more likely to buy from you. However, that’s not all. They are also far, far more likely to tell their friends. This means more today than ever before.
Because just a few years ago, a delighted customer would tell an average of 7 people when they received a remarkable customer experience. Today, thanks to social networks like Facebook and Twitter, they can tell dozens, hundreds or even thousands of people how great your store is!
In fact, whether they know it or not, the retailers who get the most word of mouth trade are those who are offering the most remarkable Customer Experience.
Whereas customer service focuses on the way a customer is served, Customer Experience covers their entire experience of you and your store, including customer service. It covers everything from your window display, advertising and lighting, to your customer service, promotions and signage.
In short: Customer Experience is the whole experience a person has with your business.
Another massive benefit of developing a remarkable Customer Experience, is that it encourages people to keep returning to your store. By retaining more of your customers, you build a stronger, more loyal customer base and a stronger business. This is one of the cornerstones of avoiding the dreaded ‘feast and famine’ trap!
The best place to start, is to look at your business through the eyes of a prospective customer.
Here are just a small number of areas for you to review and, if needed, improve.
That really is just a quick overview of a few things to consider, which can significantly improve the experience you give your customers.
One of the best ways to build a remarkable Customer Experience, is to find what already works… then adapt it to your own store.
Allow me to explain.
Think about the stores you have used in the past, which you were so impressed by that you told your friends. Preferably, these should be stores that are in a different marketplace to your own. What you are looking for, are elements of their Customer Experience, which you can adapt and apply to your own business.
Something that is commonly used to delight customers in one area of retail, is often rare or non-existent in another. Just imagine the competitive advantage you could gain, if you’re the only person in your retail sector offering that additional, valuable Customer Experience.
Finally, I hope you have found these ideas interesting. More importantly, I hope you do something with them.
To find out how CTS Wholesale can help your retail business, simply click here.