Client era: the pillars for quality service

Using technology and training salespeople are two crucial steps; 86% of consumers would pay more to have a good shopping experience

To adapt to the new, much more informed and demanding consumer profile, companies need to prepare. A survey by Cisco points out that 89 percent of shoppers stopped buying from certain retailers after experiencing poor customer service experiences.

For this customer – 86% of them – it’s worth paying more to have a good shopping experience. However, 30% of the companies in the area have a reactive posture to digital transformation. Changing this thinking can be crucial to the business: more efficient investments in technology could move more than $ 506 billion around the world.

Treating consumers as numbers has become a dangerous strategy, as this kind of thinking excludes personalization and does not anticipate needs, as Roberto Kanter, a specialist in retail, services and technology, explains.

“In the old days, during the expansion of business, companies opted for ‘or’: or they sold in one way or another. With the advancement of technologies, this business model has become unfeasible and the inclusion of sales channels has gained space, “he says.

Dagoberto Hajjar, IT and business consultant, exemplifies with a simple question, the exchange of products. “You get a gift in the wrong size, go to the store to change and go through an infernal experience. The seller does not respond well, because he believes that you will not buy anything and, therefore, he will not earn commission, “he says.

In online consultations, experiences can be even worse. “You try to find a phone or email to get in touch with the retailer, but you do not. It fills in an electronic form, it waits three days and nothing happens “, completes Hajjar.

Culture of excellence

Two steps are crucial to improving consumer care: the organizational culture and the establishment of processes through the use of technology. According to Hajjar, the corporation must genuinely serve its client well and pass this message on to all employees.

“Companies have to train all employees to meet in a personalized way, knowing consumer buying preferences and how to help them,” he says. According to him, it is also important that managers monitor and monitor employees, ensuring good service and knowing what to do in each case.

From this comes the technology to automate processes and create tools for the team to perform a satisfactory job. Thus, two steps should be prioritized in the digital transformation of the company, according to Hajjar.

The first is to integrate systems and data. The second is to use the technology to provide excellent customer service on any channel (phone, internet, email, chat etc). According to him, these channels must be integrated, in an omnichannel experience, concept that integrates physical stores, virtual and the buyer, mixing the most different means of purchase in a single contact.


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