What should we do to maximise customer service and loyalty when customers expect to be worse off after the election?
The potential change in leadership has depressed the consumer outlook according to customer experience expert Empathica. Only 1% of the consumers it recently surveyed expect to have brighter financial prospects after the election, and 21% are already saving for the unexpected.
Empathica managing director Gary Topiol points out that less cash to spend won’t mean lower consumer expectations; if anything they will get even higher. “It is much more likely that customers will vote with their feet when they don’t have the same level of discretionary spend,” he says.
Topiol adds that the retailers Empathica conducts consumer feedback research on behalf of are increasingly aware of ensuring that they provide value for money.
He believes this means retailers will have to work even harder on upping their game when it comes to customer service and the in-store experience. He says: “A one one-size-fits-all approach to customer service will become more difficult. This is why it is important to get feedback from customers in all locations, everyday; so you can adapt to the local environment.
“With less spend and more competition you are going to compete purely on price, or the overall experience. If you want to compete on experience, you need to get feedback.”
He says this is even more crucial at a time when social media means poorly served customers can also easily tell hundreds more of your customers about a poor experience.
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