02/13/2019
Survey: Good customer service is money for retailers
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Customer service is a key factor for U.S. adults when choosing where to shop and how much will spend.
According to a survey by the International Council of Shopping Centers, 65% of consumers said that the quality of customer service is a factor when deciding where to make their purchases. And 67% said that good customer service encourages them to stay longer and/or spend more money.
For all major product categories, positive, in-person customer experience increases the likelihood of a purchase. More than half (57%) of people said that they would pay more for an item or service if they know they will receive good customer service. Overall, 73% of respondents said that receiving good customer service from a retailer increases the likelihood that they will spend more money than they had planned.
“Nearly 60 percent of consumers said that they’re more satisfied with customer service in-store than online, which speaks to the value of the in-person experience,” said Tom McGee, president and CEO of ICSC. “Even in the age of online, the human element remains a vital component of success for shopping centers and retailers as they invest and re-invest in their physical presences.”
Friendly and/or knowledgeable employees ranked as the most important (62%) aspects of in-store customer service, followed by the ability to easily find items (59%) and speed and ease of checkout (59%).
The most important aspects of online customer service online were speed of delivery services offered (55%), the ability to easily find the items (49%) and flexibility of return/exchange policy (45%)
Long checkout lines, not being able to find employees to help, and negative employee interactions or ‘pushy’ salespeople are the top frustrations for customers shopping in-store. Shipping fees, receiving the wrong item, and complicated return processes frustrate online consumers the most. These reasons illustrate that, across channels, convenience and personalization are vital aspects of customer service.
According to a survey by the International Council of Shopping Centers, 65% of consumers said that the quality of customer service is a factor when deciding where to make their purchases. And 67% said that good customer service encourages them to stay longer and/or spend more money.
For all major product categories, positive, in-person customer experience increases the likelihood of a purchase. More than half (57%) of people said that they would pay more for an item or service if they know they will receive good customer service. Overall, 73% of respondents said that receiving good customer service from a retailer increases the likelihood that they will spend more money than they had planned.
“Nearly 60 percent of consumers said that they’re more satisfied with customer service in-store than online, which speaks to the value of the in-person experience,” said Tom McGee, president and CEO of ICSC. “Even in the age of online, the human element remains a vital component of success for shopping centers and retailers as they invest and re-invest in their physical presences.”
Friendly and/or knowledgeable employees ranked as the most important (62%) aspects of in-store customer service, followed by the ability to easily find items (59%) and speed and ease of checkout (59%).
The most important aspects of online customer service online were speed of delivery services offered (55%), the ability to easily find the items (49%) and flexibility of return/exchange policy (45%)
Long checkout lines, not being able to find employees to help, and negative employee interactions or ‘pushy’ salespeople are the top frustrations for customers shopping in-store. Shipping fees, receiving the wrong item, and complicated return processes frustrate online consumers the most. These reasons illustrate that, across channels, convenience and personalization are vital aspects of customer service.
