January 26, 2014 by b2bwest
Engaging in Customer Conversations – Is it too much Chat for an SME to deal with?
“I’m going to double bag the heavy items” beamed the cheerful checkout clerk “sometimes the single bags are just not strong enough and you might have a mishap. We want all of our customers, not only to buy here, but to keep coming back”
The friendly demeanor of all of the packers in the store gave the impression that they enjoyed interacting with customers and enjoyed, not just providing a service, but also achieving customer delight in the process. Profit led organisations now have a new asset, or even a new currency and that is customer engagement.
Business has moved from the small, personalized interaction of the corner shop, through the price driven hypermarket era quickly followed by online shopping, to make retailers realize that there is something missing. Not immediately apparent with the steady flow of bargain hunters pursuing expensive advertising campaigns for below-cost sale items was the realization that customers were only there for price. There was no loyalty, only the pursuit of the next deal.
With online shopping, the customer is empowered to seek the best pricing without the need to scan shelves, so retailers need to rethink their ethos and make some hard decisions.
Starting out with a ‘Double Bagging’ philosophy, where the focus is on retaining customers has to be a recipe for success if practiced through every touch-point.
Looking forward to hearing of your ‘Double-Bagger’ experiences!
Bye for now (and see you back soon!)