Consumers Say Service Stinks at Retail
On a scale of one to 100, consumers give retailers a score
of 48.2 when it comes to customer service.
to The SALT & Pepper Group, which did the survey,
poor service is more about what retail store employees don’t do than what they
The research, which assessed 39 kinds of service in 73 retail
stores over a four-month period, found that one in four employees failed to
notice when a customer service opportunity was right in front of them. For
example, employees at only 53 percent of stores greeted shoppers entering the
Service also fell when associates found they needed to take
care of more than one shopper at a time. This was especially the case when
shoppers were looking for staff input.
"Associates started to struggle in situations
where customers needed advice," Rick Miller, consulting analyst at The SALT & Pepper
Group, told Brandweek. "Most of them
really weren’t comfortable asking questions to get the information they needed.
I don’t know if it was that they didn’t want to or just weren’t really sure
how to do it."
Among areas where retailers were more effective included
store floor cleanliness, where shoppers gave them a nine out of 10 score, and
product knowledge (7.3 out of 10).
Questions: What areas do you find store associates are weakest when it comes
to customer service? Where are they typically strongest?