‘Good Experiences’ are More Important for Retaining Customers Than You May Think
Have you ever encountered a bad experience when shopping?
Has it made put your item back onto the shelf or decide to never shop there again?
A good customer experience can be the deciding factor of whether a customer makes a purchase or not.
According to Retail Dive, a report from Coveo indicated that 73% of consumers will ghost a brand after three or fewer negative customer experiences. In addition, 44% of respondents said they would abandon a brand because they couldn’t find certain information.
With these percentages, you would expect that brands are constantly trying to understand their customers better and provide better service.
The fact is, brands aren’t always aware of customers who had bad experiences. Only 44% of customers complain directly to the company and even then, it’s only on rare occasions.
So why is customer experience important and how can brands ensure good experiences?
The experiences customers have with your brand represent your brand image. Consumers want to purchase from a brand that they trust for the quality of the product and also for the quality of the service.
Good experiences ensure that consumers develop that brand trust because they know they can rely on the employees to provide useful information and help them.
But good experiences don’t just stop at excellent customer service. It includes all the touchpoints a customer has with your brand such as interactions with your product, your brand, and your store environment.
Let’s take a look at Canadian Tire.
In a survey conducted among Canadian consumers between December 2019 and February 2020, it was found that 85% of respondents had a positive opinion of Canadian Tire.
Canadian Tire’s Triangle Rewards program provides the retailer with a comprehensive understanding of its customers. This allows employees to provide customers with more meaningful engagements.
The Triangle Rewards program is used by nine million active loyalty members. The program regularly engages loyalty members with weekly email and app communications to inform customers about products, sales, store information, and more.
Canadian Tire uses the customer information from its loyalty program to segment customer data and better understand each customer.
They relay the customer data to all the business unit leads to help identify each customer, predict what they want, and provide an online or in-store customer service experience that is personalized.
When customers are happy with their shopping experience, they are more likely to continue purchasing which results in increased sales and a higher return on investment.
According to Canadian Tire, the customer data from their loyalty program has helped them get back $9 for each dollar it invests in a customer. This is an increase to the previous $4 in sales back prior to the use of customer data.
We, at Storesupport, can help you increase the number of good experiences customers have with your brand. Our suite of solutions provides comprehensive people and brand support for your e-commerce and in-store needs.
Call us at 1-877-421-5081 or visit www.storesupport.ca to learn about all the ways we can help your brand help your customers.
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