소매업체가 기대에 부응하지 못하면 고객은 격차를 인식하여 고객 불만족으로 이어집니다.

회사에 미치는 영향은 극적일 수 있습니다. 기업은 충성도가 높은 고객을 잃을 수 있으며, 이로 인해 많은 비용을 들여 신규 고객을 확보하게 되어 수익성이 저하될 수 있습니다. 장기적으로 고객을 잃는 것보다 고객 만족에 투자하는 것이 더 저렴하다는 사실을 알고 기업은 고객 만족도를 높이기 위한 여러 가지 계획에 집중할 수 있습니다.

1. 간접구매자 타겟팅

One way to combat dissatisfaction is to make indirect buyers happy. Who are indirect purchasers? Children are often the best example. For example, if Burlington Coat Factory were experiencing high customer dissatisfaction among adults 35-50, the company could combat that by making children feel excited when they come to the store. The store can offer candy and merchandise that kids will like (e.g. Dora the Explorer accessories). Children will be excited to come to the store and will drag parents along to appease them. Parents are often happy when their children are happy. By delighting children, the store would better combat dissatisfaction among adults.

2. 셀프 체크아웃

Long lines are a major complaint among shoppers, especially in discount stores. One way to combat dissatisfaction is to set up self-checkout machines. Not only can the store decrease its overhead and staff costs, but also it gives shoppers another activity to do. Our research has found that shoppers, particularly women, often go to discount stores for excitement. Giving control to shoppers in checking out and providing a new experience for adventurous shoppers can be a way to increase satisfaction.

3. 온라인 쇼핑 경험

One way to have profitable sales without having customer dissatisfaction is having an exciting online shopping experience. Companies can have exciting videos and a robust interface that interacts with customers, instead of just peddling goods.  With lower overhead, companies can limit the problems customers face in-store. They can even go one step beyond and replicate an exciting in-store shopping experience and put it online.

Zappos는 다음과 같은 방법으로 이를 수행합니다.

• 고객이 원하는 거의 모든 의류 품목 보유
• 매우 사용하기 쉬운 검색 프로세스 및 반품 정책
• 비용에 민감하고 불만을 품은 많은 쇼핑객에게 중요한 재미있는 브랜드 이름

이익:

• 불만을 품은 쇼핑객과 기타 수용적인 세그먼트는 다른 채널에서 동일한 제품을 구매합니다.
• Brand improvements, as customers receive a better experience online
• 온라인에서 수익성 있는 판매 증대

4. 구매 시점 활동을 통해 긴 대기 시간 해결

Companies can make checkout lines more exciting and engaging. They can go beyond placing magazines and candies to provide meaningful activities. One idea might include having trivia games for children and touch screen activities for adults (e.g. what is my carbon footprint counter). Companies implementing ideas like these not only address dissatisfaction but also contribute meaningfully to the lives of their customers.

Other companies that want to make a statement with their efficiency can also use these benefit-oriented activities. For example, Wells Fargo posted on its branch banks “5 minutes or 5 dollars” which offered to credit a customer’s account if she/he waited more than 5 minutes. This promotion may help to position the firm as an efficient company offering convenience to busy customers. Not only can the customer feel as though they benefit from fast banking, but they also feel that the bank is generous with what it offers to customers.

긴 대기 시간을 해결하는 흥미로운 방법 중 하나는 계산대 주변에 거울을 설치하는 것입니다. 연구에 따르면 이러한 거울은 비효율적인 판매원이나 값싼 상품을 사들이는 다른 쇼핑객으로부터 주의를 돌리는 것으로 나타났습니다. 왜? 왜냐하면 고객은 거울을 통해 자신의 모습을 보면서 가장 관심 있는 문제에 대해 생각하는 경향이 있기 때문입니다.

5. 확립된 서비스 품질을 준수합니다.

Customers have an expectation of what service they will receive. Companies that concretely define the level of service quality that they can realistically satisfy can better monitor their customers’ satisfaction.

High-end stores can build a reputation for outstanding customer service by promising to go above and beyond the call of duty for their customers. An example of this is Ritz Carlton Hotel Company. They promise to focus wholeheartedly on the customer, and receive a premium for that promise and their reputation for keeping it. These hotels customize services and communications to make interactions between the brand and customer feel more personal. The company can then promise an unparalleled service quality that its hotel managers can live up to.

6. 고객 편의성 향상

회사는 고객이 회사에 더 쉽게 연락하고, 제품을 보고, 주문할 수 있도록 할 수 있습니다. 예를 들어, Commerce Bank는 대부분의 다른 은행보다 더 긴 영업 시간을 제공합니다.

7. 직원 코칭

직원 교육은 종종 시간 낭비로 간주되며 직원 이직률이 높은 것으로 악명 높은 업계에서 따라잡기가 어려울 수 있습니다.

Yet customers can often tell a difference between an untrained employee who cares little for the customer and one that provides a level of service consistent with the retailer’s brand. Often, customers encounter situations when they need to deviate from the traditional buying process. For example, a customer might need to buy a huge amount of liquor for a party next week, and may desire a discount for future purchases throughout the week. A customer may need their Zappos shoes purchased online to be able to be modified by their favorite cobbler. Retailers need employees who are flexible enough to understand why customers are buying their products and to see the “bigger picture” about their customers, to provide exceptional service.

Unfortunately, many customers get a representative who cannot see the “big picture” about such a customer. They declined the discount because they asked another inexperienced clerk, instead of a manager who would have approved the discount to build a long-term relationship with that customer.

8. 회원 혜택 프로그램

Retailers can retain customers by rewarding them for being customers. An express or red-carpet checkout line can be devoted to high-frequency, lucrative customers. This could provide customers with many major reasons to shop at your store instead of a competitor: prestige, convenience, and a better customer experience.

다음 고객 만족 시장 조사 프로젝트에 대해 문의해 주세요.