Customer experience is a complex entity, summed up by the total interaction a client has with your brand. This can include any form of marketing (print/media advertising) and customer service in-store and online. A focus on customer experience needs to play a major role in any company’s (both retailers and brands) plan for success.
Don’t just take our word for it. A recent Business Insider article looked at one of the most profitable companies worldwide, examining why it continues to make a profit year in and year out. The conclusion: a long term focus on customer experience has led to a strong brand reputation and exceptional customer loyalty, and this has equaled major annual profits.
The articles states: “building the desired customer experience requires tools such as (but not limited to) research, operations, brand management, marketing and employee engagement.” You cannot exchange one for the other – you need to maintain a high level with each aspect of the equation.
How can merchandising companies help you raise the bar for customer experience? In various ways.
Brands: Think about brand management. What approach do you take to ensuring your brand is perceived well? If you are too focused on short term, the long term will suffer. And how can you determine what this perception is? Merchandising companies can help you best understand the customer experience through tools such as mystery shopping (to better gauge the level of a retailer’s employee engagement and knowledge) or quality assurance audits.
Retailers: Employees play a big part in this production. When a customer enters your store, they should feel as though their business is appreciated. We are not suggesting you speak to each person individually, but if a customer has questions about a product or can’t find a product, your employees should be there to offer assistance. In peak seasons, the level of customer experience can be impacted negatively by this, and so merchandising companies can help you maintain high levels of customer satisfaction by providing highly-trained, experienced people support to fill in the gaps.
When you look towards the future of your company, it should be with a long term lens – and the best way to achieve the goals you establish in the process is with an ironclad customer experience policy and by taking advantage of the services of a well-reputed and experienced merchandising company.
For more information about how merchandising companies can assist you with a powerful, long term customer experience plan, please contact Storesupport today by calling 1-877-421-5081.