Categories
Customer Engagement customer experience

Why Customers (Don’t) Choose You!

Why Customers (Don’t) Choose You!

I recently supported the Awards International CX Awards as a judge for the second time. It’s great to see the ongoing focus on customer experience of the entrants and seeing some of their reactions to Covid impacts. Some of them however stood out more. Those that have truly brought their employees with them and created solutions together.

Recent months have affected us all in different ways from both a business and personal perspective. Habits have changed. I’m shopping more locally but also thinking more about what I need and what I don’t and more consciously trying to keep in touch with friends and family as it’s easy to lose that when there are no gatherings. I for one miss that interaction.

So let’s put this into customer thinking….

Are you in touch with your customers?

Ask yourself the following (honestly):

  • Are you keeping in touch with your customers?
  • In a way that they want you to?
  • About the things they want from you?
  • Are you making it easy for them to get in touch?
  • Ae you monitoring their needs and expectations?
  • Are you considering emotions – how your interaction makes them feel? (Don’t forget this as it’s a key element to engagement)

Or

  • When they contact, is Covid being used as an excuse for long wait times or lower levels of service?

Are there things you instantly think you could do better now you think about it?

Can your own experiences shape your approach to customers?

This is something I feel is a great way to drive improvement. I often think about what I like / don’t about the service I receive and how I would support the improvement given the opportunity…..

Here are some examples of my recent experiences:

  • Car service booking – long wait time to answer with a Covid message being played (many times!) to justify the holding. I sat there thinking – is there a staffing issues, are they trying to save costs, are there really many more calls etc and of course – I could be doing something better!
  • Delivery due between 3&5pm. Changed on the day to between 1&3. That’s fine. Never arrived or attempted & received an email that I’m not in (I was sat in the window!!) and then tracking stated there was a problem (really!!). I then had to contact the retailer – who would accept my query 7 days after the product was due. Trying to find contact details was equally frustrating – anyone would think they did not want me to complain!!!
  • Telecomms company – received an email regarding my package a couple of weeks before renewal. Sent messages prior to renewal date for more information and followed up twice – still no response weeks on!!! If I knew others were better, I would have moved. I have contacted them to offer support!

I don’t know about you, but with some many things on the go – isolation, home schooling, work, entertaining children – I want other things to be easy.

How fast are expectations changing?

So are my expectations greater now than in the past – yes. The leaders in service set our expectations and we expect others to follow – across all sectors.

I’m not asking for same day delivery – I’m asking for the product I want, to be right, to be delivered on time. Or for a services – for my contact response time to be minimal and my query answered first time ideally. That’s not a lot to ask.

Expectations are changing as fast as the leaders are driving them. You only have to look at Amazon this year, accounting for around 47% of retail sales I believe. It’s not the cheapest anymore, but it’s simple, convenient and reliable.

If you’re not doing the basics well, you won’t be chosen.

People don’t want to spend more time than they have to – if it takes too long, they won’t come back – unless they have to. But once they don’t, they will leave.

Meeting or exceeding expectations is the way to retain. So now for the great things I’ve seen over recent weeks – I’ve spent much more time remembering these (key point!)

  • Co-op App – I received a leaflet to ask me to sign up. It was quick and easy and I receive weekly offers to choose from (relevant to me) so I now make savings most time I shop. The other thing I love is that I am reminded to choose a local charity that I will support by shopping at the Co-op. The charity changes and this week I needed to choose again. I feel that shopping locally is helping others locally too.
  • Local Retailers – In my local town, a number of stores have taken to thanking you for shopping with them, every time you visit. Again building your engagement with them. Linked to this I ordered some personalised notebooks for a gift and received a personalised message on the box and inside thanking me also. Nice touch!

So what can we learn from our own experiences?

  • I feel it is the recognition of brands of what we are going through, of being nice, of saying thank you, you’re making a difference of making it easier. We can all do this in some way.
  • Know your customers and their needs and follow their experience with you and think about what you know could be better and make it happen.

I could go on – but I think you get the idea.

Think outside in….

  • follow the journey your customers do, use your own experience to improve theirs
  • find their needs and their frustrations (colleagues can help here),
  • fix what you can now
  • plan for the rest

and you’ll be on the right track

Beverley Stag - Custerian Outcome Creation Specialist www.custerian.com

Categories
Customer Engagement customer experience

Purpose is the New Digital in Retail

We all need Organic Mango’s from Finca Los Pepones!

Purpose is the new digital in Retail

We all shop and spend our hard-earned cash, so everyone can relate to this, so thanks for opening and having a look, I thought I would share my thoughts on:

  • the changes in consumer behaviours
  • the trends for 2020 and beyond
  • my views on these, and why they matter
  • 5 things to add to your basket

Lounge suits are the new business dress, our lounges are for lunges J

2020 has seen a step change in consumer behaviours, due to convenience or really not having a choice due to restrictions, whether that be food shopping, clothes shopping or choosing a new car.  For some, spending has reduced or been paused due to worries about what the future holds.

For others the last few months has been a time to change: in wardrobes – more ‘comfy’ clothes as we spend our lives on video conferences; new cushions, or adding a few more pictures to make the house look nicer – as we are sick of staring at the same ones every day; and gardens which have been our staycations to replace vacations.  

There are various predictions about what 2020 will look like post the retail peak, with suggestions that the whole of UK retail will be down 4.6% versus 2019, and it will take to 2022 (for most) to recover to 2019 levels.  I am sure this will be a similar picture around the world.  Online has increased (no surprise there) by circa 17%.  

There’s no going back – this shift in our spending and our behaviours won’t revert

It’s become our new norms, some wish it would all go away so we can go back how it was at the start of the year, it won’t, but what is changing is our expectations.  We have experienced those brands that have really stepped up to the mark and given us great shopping experiences, our tolerance is now very low for ‘out of stocks’, ‘poor delivery’, ‘dreadful customer service’– businesses have had enough time to shift the dial, and in fact in the main, it’s the ones that were far behind the curve pre Covid that appear to have gotten worse and still using Covid as the reason for poor standards. 

Quite simply consumers won’t and don’t need to put up, as there is a vast array of choices and brands fighting for our money and I am sure like me, many consumers are really thinking about who and where they are spending the cash and the value it brings.

So what are the shifts? The re-inventions of retail?

According to the recent report published by Deloitte they refer to 3 trends:

  • Sustainability is the new paradigm shift
  • Re-invention of retail
  • Purpose is the new digital

Here’s the link if you want to read more on their report: Deloitte

KMPG has also shared their views and research too with 4 trends which are:

  • Business Models will evolve
  • Purpose to the forefront
  • Rethink the cost of doing business
  • Customer Choice is changing

Here’s the link if you want to read more on their report: KMPG

So, some similar themes between the two reports. 

It’s interesting, as I have reflected on an event that we chaired with a number of retailers over 6 years ago at Fortnum and Masons in London. A fantastic graphic artist sketched some the themes that came out of this – it feels a little bit sometimes like groundhog day, as some of the same themes, issues, trends are still being discussed today – and we can say this, as myself and my co-founder have come from many years working in retail and we have continued to work with many retailers over the last few years.

Retail Customer Experience

Emotionless Brands are simply products/services. This has always been the case, but it is now more important than ever.

So my 5 key things to add to your basket

  1. Everything has a Purpose – work out what yours is and see if that is what you want it to be
  2. Brand without emotion – is a product or service that adds no value to people – so how can you add more emotion?
  3. Think of digital in terms of how it can enable your purpose to reach to people who want it most
  4. Colleagues who deal with your customers (store, contact centres, delivery colleagues) understand most what’s not working, where investment needs to be made – so Listen to them, involve them in designing the changes
  5. Retail isn’t dead – it’s just the Old ways are, big adjustments (fast) matter

I hope you enjoyed this post, to read more go to www.custerian.com  – A company founded and run by practitioners to get (the right) stuff done using the experience gained operating at board level in large UK retail, distance shopping, financial services, logistics and service organisations, covering all aspects of the ‘C’ suite remit, from brand /proposition creation, to service model creation/development & operational delivery.

Emotionless Brands are simply products/services. This has always been the case, but it is now more important than ever.


So my 5 key things to add to your basket

  1. Everything has a Purpose – work out what yours is and see if that is what you want it to be
  2. Brand without emotion – is a product or service that adds no value to people – so how can you add more emotion?
  3. Think of digital in terms of how it can enable your purpose to reach to people who want it most
  4. Colleagues who deal with your customers (store, contact centres, delivery colleagues) understand most what’s not working, where investment needs to be made – so Listen to them, involve them in designing the changes
  5. Retail isn’t dead – it’s just the Old ways are, big adjustments (fast) matter

I hope you enjoyed this post, to read more go to www.custerian.com  – A company founded and run by practitioners to get (the right) stuff done using the experience gained operating at board level in large UK retail, distance shopping, financial services, logistics and service organisations, covering all aspects of the ‘C’ suite remit, from brand /proposition creation, to service model creation/development & operational delivery.

Nicola Collister

Nicola Collister – Co Founder of Custerian. Passionate about getting the right stuff done, through practical strategies and outcomes for the good of customers, colleagues and business. Creating alignment between purpose and outcomes through people. From a travel clerk to executive positions in FTSE 100 businesses. Now working with businesses who want to Transform for Good. www.custerian.com