Adding Proactive To Retail Customer Service

How do you reach out to your customers to engage, interact, solicit opinions, gather information? Many of you might say email or email-based surveys; but...have you considered digital solutions at your location?

Active Listening at Whole Foods: An Opportunity for Conversation!

The days of the old, wooden suggestion box or tired-looking cork boards with faded and tattered flyers and weary, crumpled suggestion forms are long gone.

Today's digital solutions aren't just passively collecting information but have expanded to become customer experience zones displaying store specials, video and, even, websites. They offer a proactive engagement opportunity!

After all, the customer is at your location -- why not reach out and practice active listening?

Chris Lott, a CPS developer specializing in interactive experiences, says, "Take a look at the CPS Customer Comment Board where customers are empowered, given a platform to ask questions and provide feedback.  We've found they also offer ideas for new products, initiatives and improvements -- because they are being asked in the midst of their shopping experience!"

Lott goes on, "Most agree that customer service shouldn't focus only on 'putting out fires.' It's about developing relationships from the first point of contact." An on-site Board starts the conversation and encourages customers to engage with the brand and each other.

Where might such a Comment Board reside? Anywhere your customers interact with your brand, services and products!  Proactive interaction shows you support your customers and reduces the number of fires long-term. Here's your chance to create opportunities for conversation!

Steps to Building Brand Loyalty

Remember clienteling? That's the blending of digital and physical worlds in order to maximize your customer's buying journey. Check out an earlier Blog for more details here.

Whole Foods blends digital and physical with a Customer Comment Board 

Without an exceptional customer experience, Chad Hendren suggests, it is very difficult to create brand loyalty.

Think about even the simplest exceptional experiences you've encountered: the Costco sample tasting stations, Nordstrom's "anytime" return policy, Enterprise-Rent-A-Car's willingness to pick you up at home. There's no doubt you'll compare your next purchase experience at a similar business to what you've already experienced and consider as an example of great customer service.

A well-known rule of thumb is it costs 5 times as much to attract a new customer than to keep an existing one. Why not focus marketing time and effort on building loyalty by creating amazing experiences with your current customers?

Do you shop at Whole Foods Market?  Have you ever asked a Team Member for help locating something? They'll walk you across the store to locate the requested item!

Think about that customer journey -- and the amazing customer service you just experienced -- and you recognize they're extending that one-on-one experience with an omnichannel customer service platform.

Whole Foods has placed interactive touchscreen-based Customer Comment Boards in their stores so shoppers can submit comments, make requests, watch video, check the latest store specials, view Twitter feeds -- and thank Team Members!  It's a seamless, end-to-end customer experience.  Store Management can extend the proactive customer service by reaching out with an email regarding the shopper comment or Thank You.

Retail Customer Experience suggests that going omnichannel -- bringing multiple channels together, makes it possible to exceed customer expectations with experiences focused on customer needs.  CPS offers interactive Comment Boards --  contact us to determine if proactive customer service can help increase your brand loyalty!

Customer Journey Planning...Nurture Your Customer's Experience

Are you familiar with the concept of Customer Journey Planning?

Think of the customer journey as a roadmap detailing how a customer becomes aware of and their interactions with your brand.  It's the sum of all the experiences your customers encounter when experiencing your company.

What are you doing to Nurture Your Customer's Journey?

In other words, this roadmap has a lot of ground to cover! And, unpacking the customer journey will help you nurture (and, ultimately, maximize) the customer experience.

Here's a sample: imagine you're a retail coffee shop:

     -- Your potential customer is driving from home to work and sees your store (that's the first opportunity to understand the customer experience: signage: is it visible, prominent, enticing?). Or, was there already a missed opportunity via website, FaceBook, Twitter?
     -- The customer walks in (opportunity: can they easily locate the door, is it easy to walk in and see what is available?)
     -- Your employee greets the customer (opportunity: does this greeting actually happen and is it friendly, knowledgeable and helpful?)
     -- Then, the product is ordered and delivered (opportunity: how readable is that menu? is it easy to place an order? what is the packaging? appealing? maintains temperature?) and paid for (opportunity: how is the payment processed? easily? latest technology?).
     -- The customer leaves with your coffee (opportunity: did your server offer food? are there POS items? anything else enhancing the exit process?).
     -- Any followup to this purchase? (opportunity: a receipt with survey info? customer loyalty program? any motivators to generate return visits?)

That's just one scenario -- and, if you're not maximizing the opportunity to understand your customer's mindset, you might be selling both your product and brand short.

Of course, every customer's journey will be slightly different; you'll want to note actions, motivators, questions and obstacles.  Take another look at the Whole Foods Customer Comment Board at the start of this blog: how does this enhance a customer's journey?

Turning Customers into Brand Ambassadors

No doubt, you've heard the stories of businesses that Go Above & Beyond for their customers -- handwritten follow-up notes, baked cookies, even gifts at the end of a long airplane ride!

There's a terrific MarketingProfs article about customer relationship initiatives (you can read it here). The author, Brandon Sawalich, points out the key to a good relationship is day-in, day-out engagement.

You've offered either a positive one-on-one experience or some sort of event; now, how do you keep the momentum going.  And, do it cost-effectively, day-in/day-out?

The customer experience doesn't need "big bang" moments all the time...but it does require an ongoing focus on the customer. 

Take a look at the CPS-designed Whole Foods Customer Comment Board image to the right. It solicits comments from customers -- about anything. Store personnel responses are published back to the Board. The Board provides for proactive customer service and the process effectively addresses the 5 key elements of positive engagement mentioned in Sawalich's article:

Listen -- How do you know what your customers want and need? Ask; then listen to the answers.

Engage -- Respond to their answers to #1.  An added bonus: doing it in an inviting manner.

Take initiative -- Anticipate your customer's needs.  Don't you love the businesses that provide an at-the-door umbrella stand when it's pouring rain? Or, the misters keeping you cool at the outdoor restaurant? Whole Foods publishes Weekly Specials on the Board -- as well as a Store Event Calendar. Customers know they can find the latest as soon as they walk in the store.

Personalize -- That's the human touch reaching out to the individual consumer. It doesn't have to be major: address them by name in your follow-up, keep notes in their customer file so you can customize your conversation. The Whole Foods Board encourages shoppers to reach out and thank store employees, by name, for outstanding service.

Get your employees on board -- Sawalich reminds us: you need employees who are willing to go the extra mile. And, encouraging that behavior needs to be something you do everyday.

Big events are great; Sawalich reminds us that "little things" ensure your customers get a consistent, high-quality experience -- and that motivates them to keep coming back for more! 

Retail Line Queue Management: Disneyland Innovated in 1955!

Did you know there's a person known as a waiting lines expert?"

Actually, it's Richard Larson and he refers to the line management process as "queue calculus."

Both shopping carts and baskets are welcome!

Waiting in line," said Lewis in a recent article, "is a stressful game with mostly losing players and picking the wrong line can lead to queue rage."

Queue rage and simple economics are the reasons you see a "single serpentine line" in many retail locations.  Queue psychology was born in 1955 when Disneyland opened and learned to keep guests happy by having them wait in a single, serpentine line.  That's back when a 45-minute wait for a 2-minute ride was a novelty!

The single line satisfies the most number of people because it "guarantees first-come, first-served," says Larson. And, the single line can drive additional sales of "grab and go" items -- not just in grocery stores but other locations with easily understood and selectable items (as examples, think Best Buy, Marshalls and T.J. Maxx.).

Traditionally, grocery stores have been considered "hold outs" in this customer-service trend (emergency rooms are another hold out).

However, Whole Foods has proven to be an exception -- especially in large, metro areas.  As Larson mentions, their typical consumer "doesn't buy a week's worth of groceries for families." He continues, "You can fit those people into a serpentine line without wasting a lot of valuable sales space."

CPS' QuikLine queueing management system takes the process a step further -- multiple lines feeding a changeable register bank and the ability to differentiate between "express" and "standard" registers. Shopping carts are welcome, in other words!

Meeting your customer's needs, generating additional sales: queue management is an idea worth exploring!

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Individuals as the Future of Brands

Traditionally, notes Hearsay Social's CEO Clara Shih, corporate marketing teams controlled the brand voice.  Now, Shih suggests, individual voices of employees, customers and the greater public are being empowered and transforming marketing processes. You can read more on Hearsay Social's blog.

It can be argued that the corporate marketing process is being transformed to what can be called curatorial or a facilitative role.  The "silo" approach with centralized control is changing to more of a consumer-directed dialogue.


Customer Comment Board: Empowering the consumer voice

Social networking has been driving much of this change; however, there are other ways to solicit and encourage your customer's voice. 

Take a look at the Whole Foods Customer Comment Board  featuring an interactive touchscreen.  Stores are practicing proactive customer service -- actively asking for input, soliciting advice, encouraging shoppers to highlight particular team members because of their engagement.  Team members respond to every one of the consumer comments, suggestions, requests and Cool Beans recognizing employees. 

It's no longer about putting out fires -- this is about focusing on the opportunity to do better business and stay relevant to consumers.

Are you reaching out to your customers to understand their needs and provide personalized service? What processes do you have in place to actively encourage consumer dialogue and integrate their voice into your brand?

What's Trending for Customer Service? Think Proactive, Omnichannel

It's been said that effective customer service is both a strategy and philosophy as much as a major business function.  As a result, it makes sense to monitor trends and understand new channels in order to evaluate whether it makes sense to modify your customer service strategy. We've seen two major trends emerge over the last year:

Interactive Touchscreen: Proactive Customer Service

(1) Proactive interaction -- Most agree that customer service shouldn't focus only on "putting out fires." It's about developing relationships from the first point of contact. Providing proactive interaction shows you support your customers and reduces the number of fires long-term.  Utilizing"self-service" throughout your engagement process allow customers to interact at their timing. You'll start the conversation as your consumers provide feedback, suggestions and requests ahead of a critical item. Using technology (such as a knowledge base) lets your customers engage with you and each other. Your customers will tell you about their interests and concerns when presented with the ability to interact.

(2) Omnichannel customer service -- Zendesk reports 2014 is shaping up as the year of omnichannel. An interesting blog suggests consumers are becoming more comfortable interacting with companies via email, phone, in store, etc.  What's really interesting to read is how companies benefit when providing multiple engagement channels -- that is, there are economic benefits: 75% of