What makes a great in-store customer experience?

Our blog has talked a lot about the omni-channel this year. This is one of the biggest changes taking place to the customer service industry at present so that is no surprise, but it’s interesting to see a few reminders of how in-store customer service should work sometimes.

This Resource Nation blog focuses on just that, and summarises the seven must-have attributes for any company offering in-store service to customers.

As you might expect, knowledge of products, personal attention, and consistent branding all feature highly on the list, but these are all the kind of attributes you expect when walking into a store.

What was interesting to see – considering this is a list of essential in-store attributes – was that mobile and wifi are also on the list. This means that customers who are in-store are still expecting some kind of electronic interaction with your brand.

Featuring free wifi in your stores allows customers to quickly find information about you products. Of course it could also allow them to find a better deal elsewhere, but that’s another problem.

Mobile interaction can be as simple as offering coupons or vouchers to the phone, allowing people to quickly get additional product information to a phone, or integrating with a location-service, such as foursquare, to offer special deals to customers who check-in to your store.

What is clear from this checklist is that the omni-channel has already happened and does not refer only to the process of buying online. Stores on the High Street need to consider how they interact with the online experience even if the actual purchase takes place in person.

Asian Family Customers Shopping in The Super Market

Photo by Epsos licensed under Creative Commons

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One Response to What makes a great in-store customer experience?

  1. Dee Roche says:

    This is a great list – going back to your omni-channel point I’d add in a seamless ability to order online (or via mobile) and pick up instore. Also as you say, if you’re confident in your service (and prices) then offering wifi shouldn’t be a threat. Just look at the success of Apple’s stores, demonstrating that the customer experience is crucial to increasing sales. More in our blog post on how Apple does it at http://eptica.wordpress.com/2012/09/05/apples-customer-service-genius-manual/

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