For the third year in a row, customer satisfaction in the retail trade for the United States is at an all time industry high, but of course there are always some caveats since many of the top retailers who scored relatively low for customer satisfaction are among the top retailers. Go figure!
The American Customer Satisfaction Index (ACSI) report examined the implications of both e-commerce and retail businesses concluding that better customer service, discounting of prices, and lower gasoline prices offset a drop in Internet sales. For instance, gas station business is based solely on price, and with GasBuddy.com, it’s easy to check, however stations have also improved by offering customers quick options for groceries instead of having to head off to the nearest supermarket and make another stop.
Perhaps one of the more interesting conundrums of the report stated that eight of the ten retailers with the worst customer satisfaction scores were among the 20 top retailers in 2012. Macy’s, Walgreens, CVS, Rite Aid, and Walmart with the supermarket scoring the lowest ACSI score for customer satisfaction and poor customer relations, still received a high customer satisfaction score for mobile and Internet business. Part of the problem of low scores come from employee feedback where lack of benefits and competitive salaries evoke mediocre to low reviews from the staff.
Interesting enough however, even though brick and mortar stores suffered this past year from less foot traffic, customers were pleased with shorter waiting lines, more products in stock, and the personal service that brings consumers into a store. Add that kind of exemplary service to a romantic city street decorated with twinkling lights and attractive merchandise offered from decorated windows, the holiday season became a fun experience for shoppers.
For specialty stores, the availability of merchandise scored the highest benchmark for customer satisfaction, and in general consumers were pleased with relatively good service, clean and attractive spaces well laid out, and quicker checkout. The down part of specialty stores compared to department stores, however are less sales and promotions. (Even the wealthiest shoppers enjoy a good bargain.)
The Internet retail experience was affected this year by a huge mess of weather delays; scarcely was there a day in the news that supply and delivery didn’t make headlines. Amazon.com didn’t seem to suffer much by offering free delivery and other “wallet oriented” apologies. It doesn’t seem one can beat the convenience, the merchandise selection, ease of navigation, useful customer information on the sites, and customer support of e-commerce; especially coming from an age of young professionals who spend more time online shopping than at the mall. Brick and mortar organizations are constantly challenged to meet and surpass a shopping experience worthy of a personal adventure.
Maybe one of the worst customer satisfaction experiences lately, scoring at the very bottom of ACSI benchmark are Internet Service Providers. Comcast Corporation, as it wens it way to a $45 billion mega merger with Time Warner Cable may be destined to become the two worst companies combining for the worst service imaginable. Facebook pages like Comcast Sucks and I Hate Comcast have thousands of likes and complaints ranging from outrageous bills, endless waits on the phone for service, and inconsistency of service. It’s practically unimaginable that Internet providers will ever do better.
As a new year of customer satisfaction rolls on, let’s hope to continue to see improvements whether we step into a store or sign on to the Internet.
