How The Retail Sector Can Achieve Impossibly Perfect Customer Service
With Customer Service Week having just been and gone, Cyara co-founder and CEO Alok Kulkarni (pictured below) has penned this timely piece on how retailers can take their relationship with consumers to new heights.
In the past few years’ Australian retailers have made significant strides to improve the quality of their customer service. Although most retailers are complying with the requirements of the digital age, many still lag behind and struggle to offer experiences that match Aussie customers’ expectations.
The retail sector needs to come to terms with the fact that customer service is now no longer about how a customer is greeted at a door, or the content of a ‘thank you’ email after a purchase or subscription sign-up. Today, the customer experience is just as much about the speed of a webpage loading, the reliability of a payment going through, or the security of customer data, as it is about the buyer-seller relationship.
It’s this complexity that has made customer expectations seemingly impossible to reach. The faster retailers can test, use, and optimise the technology behind their products to gain and maintain the trust of their customers, the stronger their customer loyalty will become. Customer Service Week should have acted as a reminder for retailers to continue to develop customer-centric strategies to improve their customer experience, and ultimately profitability.
Sharing (data) is caring
As the Australian retail sector prepares for the looming arrival of Amazon, small businesses in particular might be feeling pressure to get their omni-channel customer journeys in order. While large retailers have the resources to build new systems or re-architect existing ones, smaller retailers aren’t always in the same position.
The first step towards customer service innovation is simple: invest in testing. Today’s customers engage with companies in multi-channel and cross-channel journeys, pausing them and resuming them over time. With the customer voice so powerful, that one wrong move could alter mass perceptions of a brand overnight, safeguarding an organisation to establish long-term loyalty and increase digital growth is a must.
For example, Pizza Hut recently came under scrutiny after customers discovered that they had been charged up to five times for the same order. Many complained they were unable to resolve the issue on the app and opted to call the store instead, to little success. Customer complaints ranged from being transferred between various staff members and having to repeat themselves at every stage, to long call wait times. These poor experiences reflect a clear lack of investment in operational customer experience measurement and the absence of customer service best practice initiatives across departments.
Ultimately, the overall perception of an organisation’s CX will be greatly improved through providing the customer service team with the tools to pre-empt a customer’s enquiry. To expand on the Pizza Hut example, if a customer begins a conversation on the app about being overcharged and it’s not resolved, it is likely they will then call the store to seek further help. If staff have easy access to the relevant customer conversation history on the app, they will be able to pre-empt that the customer is likely calling about the same overcharging issue and can then easily pick up where the app conversation left off.
Time-poor customers never want to feel like they’re interacting with an organisation for the first time. Information should be easily accessible so that repetition is kept at a minimum and interaction times are reduced. Not only does this improve the customer’s experience, it also reduces operational costs for the organisation.
Staying ahead of the curve
Delivering on ever-evolving customer expectations may be a daunting prospect for many retailers. With global retail giants like Amazon leading the customer experience game, demand for omni-channel customer experiences is higher than ever before.
However, there are a few simple yet effective measures that retailers can take to achieving omni-channel success. Looking to win the customer satisfaction race, retailers must invest in operational customer experience (OCX) measurement. Measuring OCX provides the organisation with the ability to view a customer’s journey across all digital channels with an outside-in perspective in an objective and repeatable and way. This allows for flawless customer experiences because it detects operational failures that lead to customer dissatisfaction so they can be resolved before a customer ever encounters them.
Staying ahead of the curve and delivering consistently perfect customer service may seem impossible, but having the right technologies in place to protect and future-proof the retail industry from the unpredictable is essential for retaining customer loyalty. For example, if you don’t have an app, or your site isn’t mobile friendly or is hard to navigate, you will lose existing and prospective customers. Therefore, effectively managing the customer experience is no longer a ‘nice to have’, and an organisation’s OCX needs to be precise, flawless and at a lower cost, otherwise they risk losing market share.
Given the ease in switching brands, time-poor consumers are very unforgiving and will easily turn to competitors after experiencing CX failures. As retailers chase customer satisfaction, they must ensure communication is cohesive across all channels. With the rise of digital disruption in the retail space, organisations must communicate with customers through a number of technologies that come together to form one journey across different channels.
Latest News
Pizza Hut Fined $2.5m For Spamming Customers
To be honest, if you're going to spam customers, cheap pizza deals is probably on the low side of the dodgy scale.
Jetstar & Qantas Perception Ratings Soar After Bonza Cancelled Flights, YouGov Finds
This poll is further proof nothing builds a positive brand image like your competitor monumentally f@cking up.
Pedigree Launches AI-Powered Ad Initiative To Give All Dogs A Home, Via Colenso BBDO & Nexus Studios
B&T encourages this dog adoption initiative. And that's despite us barely being able to look after our own selves.
Apparent Launches “All Heart, No hassle” Integrated Campaign For Flight Centre’s Corporate Traveller
Apparent charged with Flight Centre's Corporate Traveller creative. Has avoided any gags about stolen hotel bathrobes.
South African Tourism CMO: ‘We Want Consumers To Experience SA Through The Eyes Of A Child’
B&T chats with South African tourism's Aussie CMO. Admittedly, we had to quickly rectify our Barossa Valley questions.
Market Research Firm TRA Names KFC’s “Look On the Fried Side Of Life” As Australia’s Favourite Ad
A poll of everyday Aussies has revealed our favourite ads. And it'll make difficult reading for the Harvey Norman team.
‘A Big, Big Step In The Right Direction’: Media Buyers React To News Corp’s D_Coded
There was a universal thumbs up for News' D_Coded event. Although there were calls for glitter bombs at the finale.
CommBank Announced As Presenting Partner Of Vogue Codes 2024
Vogue Codes is a top initiative encouraging women into STEM-based careers. All while wearing Jimmy Choos, apparently.
Brad Garbutt Joins OMA As Marketing Lead
Seasoned adlander Garbutt joins the outdoor association. Says he's got the DOOH down pat, but working on the PDOOH.
TV Ratings 15/5/24: Gruen Pulls A Crowd For Aunty As It Enters 16th Season
Although B&T typically shuns predictions, we're expecting big numbers for Peter Dutton's Budget reply speech tonight.
D_Coded panel: ‘If You Are A Marketer Handling Data And Haven’t Spoken To Legal, You’re In Trouble’
This fiery panel was a highlight of Tuesday's D_Coded event. Not that it spilled out into the carpark.
SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]
Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]
Channel Factory Expands Team Across Australia & New Zealand By 20%
Social media agency Channel Factory announces a significant lift in staff numbers. Doesn't thank Tuesday's Budget.
Jaywing Extends Strategy Team Appointing Fran Martin As Senior Brand Strategist
As is often said, you can never have too much strategy. Same can't be said of programmatic & AI.
Tourism Tasmania Taps Broadsheet For Latest “Off Season” Campaign Iteration
Do you like to drape yourself in sheepskin, flannelette & weird, wooly hats? Tasmania in winter is for you.
Netball WA Appoints 303 MullenLowe As Brand Strategy partner
Netball WA appoints 303 MullenLowe for its brand strategy. Any mention of Gina also now strictly forbidden.
RyvalMedia Flies Off With RedBalloon Media Account
Got family or friends working at RyvalMedia? Say ta-tah to shit birthday presents as agency pricks RedBalloon's media.
“First We Get Plastered Then We Fill Your Holes” – Tradies Face Ad Standards Ire
As juvenile as this plasterer's tagline is, it does sound like the plot to most adult films.
ANZ, Lyre’s, Uber, Adam Ballesty & An Australian Of The Year – More Big Names Join Cannes in Cairns, Presented by Pinterest!
Judging by this cavalcade of A-listers set to star in Cairns, a selfie stick is now mandatory for all attendees.
Grab A Sneak Peek At Pinterest’s Special Guests This Cannes in Cairns!
It's another teaser to the awesome talent you can expect in Cairns. Oddly, no sign of the B&T staff barbershop quartet.
M&C Saatchi Sport & Entertainment’s Steve Martin & Jamie Wynne-Morgan Sign Off From Agency They Set Up
Will Steve and Jamie ape Maurice and Charles with their new agency name? Stay tuned to B&T to find out.
Netflix Has Google & Amazon In Crosshairs With Ad Server Launch
Is your dream weekend Uber Eats & a Netflix binge? More toilet breaks are on the way, as streamer amps up ad offerings.
Boom, Boom, Boom! Get Ready For the Boomtown Bus Whisking You To Cannes in Cairns, Presented By Pinterest In Style!
Worried your hibiscus print kaftan might overshadow things in Cairns? Fear not, as you can see this bus from space.
On The Menu Joins Forces With TBWA\Melbourne To Melt Freezer Shame
This campaign "fights misconceptions about frozen food". Ice-cream, pies, Sara Lee! What misconceptions, B&T asks?
IMAA Announces Digi-Byte Event Featuring Industry’s Top Talent Plus “Immersive” Gaming Competition
The indies fan group unveils plans for its newest event. Says anyone in a WPP running singlet will be refused entry.
Bowel Cancer Revealed As Australia’s Deadliest Creature In New Campaign, Via Ogilvy Health
Does your office have a secret & serial farter? Possibly lure them out with this important bowel cancer campaign.
Who’s In Charge? B&T Reveals The Best Of The Best Industry Association Chiefs!
B&T's acknowledging the 10 very best industry association bosses. Discover if your membership dues are worth it here.
TEDxSydney Splits Into Two; Check Its New Creative Program
TEDxSydney moves to Luna Park's Big Top in June. Get motivated & throw up on the Wild Mouse at the very same time.
TV Ratings 14/5/24: Punters More Interested In Farmer Wants A Wife Drama Than Jeremy Clarkson’s Agricultural Adventures
Think sheep husbandry programs are TV's missing link? You can't complain with Farmer Wants A Wife AND Clarkson's Farm.
Paper Moose and Innocean Australia launch Love Our Work Industry Charter
It's a top initiative fostering harmony in the creative space. Not to downplay the unbridled joy of destroying a rival.
IAB: Privacy Act Changes Might Lead To “Nonsensical Outcomes” For Digital Advertising As Industry Wrings Hands
B&T front row at the IAB's Data & Privacy Summit. So private, in fact, attendees were wearing fake moustaches.
Fortress Games Hits Play On Partnership With Havas Network’s Organic And One Green Bean
The games culture destination names local agency roster who'll hopefully explain what a games culture destination is.
Fabulate Launches New List Of Fastest Growing Aussie Creators, Including Leah Halton, Across Social Media
A list of who's hot in Australia's influencer/creator world's here. And it's bad news for foodies angling for a freebie.
Find Your Work-Life Balance: ‘Airbnb’ Your Next Job With ViewJobs
Farmer Wants A Wife piqued your interest in all things regional? See who's hiring with this regional job initiative.
Madeleine Hawcroft Joins Deadset Studios As Executive Producer
Madeleine Hawcroft has joined the Deadset Studios team. Confirms she is of no relation to Russel.