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Stellar Customer Service: The Key To Shopper Loyalty

By Alicia Fiorletta, Associate Editor

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This year there’s been a lot of discussion and debate around the impact of price on overall purchase rates. Whether online or via mobile device, new technology has provided price-savvy shoppers with a variety of outlets to scrounge for sales and deals, and compare prices to find the best buy. In fact, new research from Aprimo uncovered that 96% of consumers plan to showroom more frequently in the next year and beyond.

But while so many retailers shudder over the potential impact of showrooming, I can’t help but wonder: Is price really the end all, be all? In my opinion, no, it isn’t. Service is the key to retail success.

All customers really want is to be heard, and to get efficient customer service. Approximately 60% of consumers said businesses met their expectations regarding customer service, according to the American Express 2012 Customer Service Barometer. However, 43% believe that while organizations are helpful, they aren’t going that extra mile to keep customers coming back for more.

Retailers should embrace this cross-channel need for better customer service, rather than combating new technology.

Take, for instance, my recent encounter with Wedding Paper Divas, a wedding invitation customization and ordering eTailer. I was summoned to be Maid Of Honor for my sister, who is set to marry in March 2013. As an avid planner, I rushed to solidify a location and motif for her upcoming bridal shower. I found the perfect invitations on Wedding Paper Divas, and swiftly went through the customization and ordering process. Unfortunately, it wasn’t until after the order was placed that I saw a mistake in the invitation, and realized I had placed two orders of invitations instead of one.

After frantically searching the Wedding Paper Divas FAQ page for help, I received an order confirmation email. The message read: “What happens now? You can expect an email link to your digital proof from your designer within 2-3 business days.” Phew! That was close. I had to approve the design before it was ordered, so was able to fix the invitation in a jiffy.

But what about the double charge? Still in a panic, I instantly sent an email to the customer service department, albeit after business hours, then called a customer representative the next morning, as soon as the department opened. I had to wait several minutes in a “digital customer line,” but the delay was well worth it: The help center employee was kind, helpful and empathetic of my situation. After providing my order confirmation number and waiting another few minutes, she fixed the double order and issued a refund. Just like that! I even received email confirmation of the refund, and another message to ensure my representative was helpful and addressed my questions and concerns.

The Wedding Paper Divas customer service provided across channels brought my good experience to a whole new level! I have since told countless friends and family members, and now you, about Wedding Paper Divas and its great customer service. The company has a wonderful range of products with a great variety of delivery options, but it’s the stellar customer service that keeps customers like me coming back, as well as posting my sentiments of the terrific experience.

The Retail TouchPoints editorial team has covered countless research studies that confirm the importance of superlative customer service.

The Ifbyphone report, titled: Consumers Waiting On-Hold More Than One Minute Won’t Convert Or Refer, found consumers were 59% more likely to buy and 73% more likely to recommend a brand when a call was answered within 60 seconds. Additionally, the NM Incite study, titled: The State of Social Customer Service 2012, revealed that 71% of those who experience positive care via social media (such as a quick brand response) are likely to recommend that brand to others, compared to just 19% of customers who do not receive any response.

In this day and age — when consumers have easier access to more product options and lower prices — investing in quality customer service is a must. Offering shoppers best-in-class care and guidance when they need it will help you differentiate from your competitors, and more importantly will encourage your customers to come back again and again. Don’t lose out on loyalty opportunities; invest the time and energy to create great customer experiences across channels. Then showrooming won’t even be an issue!