Less than 55% of retail service staff persist to make customers feel welcome
A new study assessed 154 retail outlets in six months and examined the service standards of retail service staff through mystery customers visits.
According to new data released by Australian consumer research company Mystery Customer Pty Limited, it was found that only 55% of retail service staff across a variety of industry sectors went out of their way to make customers feel welcome when they entered their stores.
The announcement said a total of 554 audits were undertaken to measure staff performance against a broad spectrum of service issues ranging from the time it takes staff to greet customers when they enter the store through to whether or not they provided customers with the sufficient information to enable them to make the correct purchase decision.
Whilst staff were generally found to be helpful and most would acknowledge customers visiting their store, very few staff delivered exceptional service, according to the study.
Sales and Marketing Director Robert Jarmyn said that in a market where customer experience has become a key distinguishing feature between businesses selling similar products, “it is vital that frontline service staff engage with customers in a meaningful way to gain their custom.”
This was confirmed by a recent American Express survey which revealed that customers will spend 9% more with a business when provided with good customer service while 81% of consumers are likely to become repeat customers when they experience good customer service.
