提高零售客户满意度的 8 种方法

当零售商未能达到预期时，顾客就会察觉到差距，从而导致顾客不满。

这对公司的影响可能是巨大的。公司可能会失去忠实客户，迫使他们花费大量金钱来获取新客户，从而降低盈利能力。公司知道，从长远来看，投资于客户满意度通常比失去客户更便宜，因此可以专注于多项举措来提高客户满意度。

1. 瞄准间接购买者

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. 自助结账

排长队是购物者的主要抱怨，尤其是在折扣店。解决不满情绪的一种方法是设置自助结账机。这不仅可以降低商店的管理费用和员工成本，还可以为购物者提供另一种活动。我们的研究发现，购物者，尤其是女性，经常去折扣店寻求刺激。让购物者控制结账，并为喜欢冒险的购物者提供新体验，可以提高满意度。

3. 网上购物体验

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.

Zappos 通过以下方式实现这一目标：

• 库存几乎所有顾客想要的服装
• 极其易于使用的浏览流程和退货政策
• 一个有趣的品牌名称，对许多注重成本和不满的购物者来说很重要

好处：

• 心怀不满的购物者和其他接受群体会在其他渠道购买相同的产品
• 品牌提升，因为客户在网上获得了更好的体验
• 线上销售利润增长

4. 通过销售点活动解决长时间等待的问题

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.

其他想要以效率脱颖而出的公司也可以使用这些以利益为导向的活动。例如，富国银行在其分行上张贴了“5 分钟或 5 美元”的广告，如果客户等待超过 5 分钟，银行就会将款项记入客户账户。这种促销活动可能有助于将公司定位为一家高效的公司，为忙碌的客户提供便利。客户不仅可以感受到快速银行业务的好处，还可以感受到银行为客户提供的慷慨服务。

解决长时间等待问题的一个有趣方法是在收银台周围安装镜子。研究发现，这些镜子可以转移顾客对效率低下的售货员或其他购买廉价商品的顾客的注意力。为什么？因为顾客往往会照镜子，思考他们最关心的问题。

5. 保持既定的服务质量

顾客对于所获得的服务是有期望的。如果公司能够具体定义自己能够实际满足的服务质量水平，那么他们就能更好地监控顾客的满意度。

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. 为顾客提供更多便利

公司可以让客户更轻松地联系公司、查看产品和下订单。例如，商业银行的营业时间比大多数其他银行更长。

7.员工辅导

员工培训通常被认为是浪费时间，而且在员工流动率高的行业中很难跟上。

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. 会员福利计划

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.

请联系我们，了解您的下一个客户满意度市场研究项目。