Improving Customer Service Using Marketing Analytics
Retail executives are always looking to improve customer service
Good customer service is crucial for any retail store as it directly impacts the success of the business. Customers who receive excellent service are more likely to return and recommend the store to others, resulting in increased sales and customer loyalty. In contrast, poor customer service can lead to negative reviews, decreased sales, and a damaged reputation.
This is especially true in highly competitive retail environments because consumers have many options, from convenient e-commerce shopping to warehouse stores that compete mostly on price.
Shopper analytics data can help level the playing field
Marketing analytics tools offer several methods retailers can use to evaluate the customer experience. For example, dwell time analysis and waiting time measurements offer a unique opportunity to track employee performance and customer service levels. This information can be extremely useful in determining areas of improvement based on shopper behavior.
Analytics data can play a crucial role in improving customer service in a retail store. By analyzing customer data, such as buying patterns, demographics, and feedback, retail businesses can gain valuable insights into their customers’ preferences and behavior. These insights can then be used to tailor customer service strategies and improve the overall shopping experience. For example, if analytics data reveals that customers are dissatisfied with the speed of checkout, the retail store can invest in more cash registers or streamline the checkout process to improve efficiency.
Key performance metrics for retail
Customer dwell time and time spent waiting are part of a larger set of metrics retailers must track if they plan to improve the shopping experience.
Customer dwell time
Customer dwell time analysis can identify areas in a store that are more appealing than others. These are areas where shoppers tend to spend more time, making them especially interesting for retailers looking to increase sales. Dwell time analysis can help guide management and store planners who want to optimize exposure to high-margin items or improve tie-in item turnover. Proper dwell time analysis generates accurate metrics management can use to increase profitability.
Waiting time measurements
It’s a known fact that shoppers hate waiting in line or waiting for service. It leads to frustration and can easily turn a positive experience into an ordeal. That’s why it’s so important for retail managers to know when these types of events happen so they can ensure quick action is taken to minimize their impact.
Retailers must track how much time shoppers are waiting in line when asking for assistance or when attempting to check out of a store. This information is useful to store managers as they can redirect resources to various store areas as they see demand increase. This includes assigning more cashiers to the front of the store to speed up checkouts.
HR managers also benefit from using waiting time measurements to manage staff performance indicators that can be used to gauge how well employees are responding to customer assistance requests.
Monitor your KPIs – improve the retail experience
Aquaji produces hyper-accurate dwell time analysis and waiting time measurement metrics. This data can be used to generate the critical KPIs store managers and HR professionals need to improve the customer experience and increase shopper loyalty. Retailers who manage their HR resources efficiently enjoy repeating customer visits and higher sales.