Friendly, helpful staff is the single most important factor in giving consumers a positive retail experience, according to research from Fizzback.
Analysis of feedback from 500 UK consumers found that good service and helpful staff elicit the highest levels of praise in the retail sector – 63% of positive feedback relates to helpful staff.
Rob Keve, CEO of Fizzback, said companies should listen to what their customers are telling them:
“Increasingly, we see that good service is the thing that differentiates a retailer from its competitors.
“Poor or faulty products account for more than 40% of complaints, but we are scant with praise when a product works well – only 8.4% of all positive feedback relates to products.”
Keve added: “Appraise how helpful your staff are to customers – you can’t patrol the shop floor every day, but you can find effective ways of listening to what your customers are saying.
“Often, customers will give positive feedback on a particularly staff member, which lets you see who is performing well in store.
“By making it simple for customers to give feedback – both positive and negative – retailers can address any negative issues in store and reward high-performing staff members. It’s a great motivational tool.”
