Did you know that over 270 billion customer service calls take place each year? Yes, you read that right — 270 billion. Now, to some people this is just a number. But to regional and store managers, this number represents a goldmine of data. These calls, along with other forms of customer feedback, provide a wealth of information that companies can use to make impactful improvements to their operations — especially in store. But how do you process all this data and make it actionable?
By analyzing data from the call center, social media, surveys, online review sites and more, businesses can better understand what areas of in-store operations can be improved, and give actionable insights to individual store managers to address those areas. And with retailers in a constant battle to remain competitive and understand what customers want, even small improvements can have a big impact.
When it comes to winning the hearts and wallets of customers, consider this: 70 percent of buying experiences are based on how the customer feels they are being treated (McKinsey). That’s precisely why customer data provides the extra level of insight needed for store managers to make more informed business decisions that help deliver a personalized brand experience.
With that in mind, let’s take a look at a few tips for making the most of customer feedback data to improve in-store operations:
1. Ask Yourself the Tough Questions: Are people complaining because you don’t have enough of a certain product on the shelves? Could you be delivering a better experience for your customers in certain areas of your store? Although the answers to these questions may not be what you want to hear, by keeping track of trends at the departmental and regional level, you can ensure higher operational efficiency in supply chain management and reduce product waste.
2. Know What Your Community Values: Catering to customer preferences, increasing sales and winning customer loyalty starts by understanding what the local community values. Do they prefer that their store promotes recycling and other sustainable initiatives? Answering questions like these can help your organization develop more targeted marketing campaigns and in-store promotions.
3. Talk to Your Employees: Ask yourself: “Where do I need to improve training for store associates?” Remember: Customer feedback data helps pinpoint where you need to improve training, and employee feedback does as well. You’ll begin to notice that when you increase employee satisfaction, customer satisfaction and loyalty increase too.
To learn more about how customer feedback data can improve your in-store experience, download Clarabridge’s latest eBook: Uncovering the truth about front-line operations.
