Empty High Streets? It’s Not The Recession, But Poor Customer Service!


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It’s not just the recession that’s causing damage to the High Street – it’s poor customer service! According to a new report, 90% of UK shoppers walk away without buying something if they get bad customer service!

Market Force’s research found that 41% of shoppers said the biggest frustration is lack of interest in their needs and 59% want more staff to recommend products, as it makes the experience more personal.

As ever, it’s the simple stuff that makes the difference! For example, the research shows 80% of shoppers want to be taken to a product when asking it’s whereabouts.

An interesting finding was that half of shoppers (51%) confirmed that promotions do get them into stores, but the interaction with the staff determined whether they actually buy anything! So anyone spending money and effort on attracting customers to their business but fails to ‘deliver’ is wasting it! (More evidence that EVERYONE is involved in ‘marketing’!)

As well as personal attention and recommendations, help and advice, Market Force’s research reveals that ‘Being easy to buy from’ is high on shopper’ ‘wish list’. 63% said they like to use self-service checkouts and 49% like contactless payment options, as they feel it speeds up the transaction process. (What’s also interesting is that 37% feel they should pay less for items when purchasing through self-service checkouts!!!)

As ever, none of this is ‘rocket science’. It’s obvious stuff….. You can create ‘Customer Delight’ simply by giving them a personal experience which involves…

  • Being easy to buy from!
  • Taking an interest in them and listening to their needs
  • Helping them buy what they want!!!!!

It’s worth pointing out that ‘being genuine with it’ and ‘a smile’ will go a long way too!

Republished with author's permission from original post.

Andy Hanselman
Hi there! I help businesses and their people create competitive advantage by 'Thinking in 3D'! That means being 'Dramatically and Demonstrably Different'! I research, speak about, write about and work with businesses to help them maximise their sales and marketing, their customer service and their customer relationships.


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