Picture the scene – I’m in my local Waitrose with a full trolley and two tired children, when one of my brood is violently ill over our shopping. It’s every parent’s nightmare. Then, within seconds, two members of staff leap to our rescue – one whisks my daughter away to be cleaned up (with my consent!) while the other provides a fully stocked trolley matching ours. I am even offered a cup of coffee. This fantastic customer service from Waitrose won my loyalty (and my weekly shop).
Clearly, the challenge of providing optimised customer service across channel is much more difficult than in a single store. But with competition increasing in the retail space, retailers need to work hard at turning a new customer into a loyal customer. Whether you’re restocking a trolley or responding to a complaint- every interaction counts.