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What is customer expectation? Challenges of Customer Service and how Customer experience Management can impact store image.
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WHY CONSUMER BUY?
NEED – a basic shopping requirement consistent with his/her demographics and life style
WANT – shopping goal guided by his/her buying decisions
DEMAND – purchasing power that supports actual buying
PSYCHOLOGICAL FACTORS Personality: Attitude, Belief &
Values of individual customer Status consciousness: Status
minder Pride of buying: Always justify her
buying decisions Service seeker: Look for more care
& add-on Bigger Ego: Arrogance opinion stop
buying Strong Ego: Strong opinion ease
buying Perceived risks: Potential threat to
block buying decisions
Product/ retailer’s new offerings
-Consumers’ budget
Shopping experience
Store options /Info
Time availability to shop
Urgency of need
Price points
Social value of product
Consumers
OutcomeNew Product
- buyingOr Brand-loyalty
Word of -mouth
Needs more-information
Non-buying-or window-shopping
Impact of perceived risks on consumers
What does customer seek ?
• Transactional shopping or Experiential shopping
Transactional shopping
Focusing on essential
commodities
Mostly in convenience store – Kirana type Merchandise meets
functional needs
No frills attached while goods delivered
Experiential Shopping
Consumers seek more benefits than mere shopping – • Location • Pride and Prestige ( willing to display the store bags)• Ambience • Referral by peers / opinion leaders• Additional service • Price point• Quality • Variety • Entertainment values • After shopping service & • Credit card shopping
Consumer Wants to Become refreshed
Like these Flowers post -buying
Colorful &Attractive
She likes her satisfaction multiplied ……..
She looks for new horizon of EXPERIENCE
She wants shopping in relaxed environ & Free from post-buying dissonance
EVERY CUSTOMER WHO WALKS IN
STORE SPACE HAS A DREAM OR TWO……
IF WE MEET HER DREAM-LINE BETTER
OUR BOTTOM LINE WILL BE
HEALTHIER ONE…
PLEASE SCROLL TO SEE SOME OF HER
LIVING DREAM………
Are we really
innovative
Enough to meet
the consumer’s
Aspiration who
Prefers
Experiential
shopping?
Moving her feeling from here…
If Yes is your answer to all the
above questions…… we
sure take-off well,
scale new heights of
performance and meet
the Manageme
nt goal
sooner than later!!!!!!!!! • Good Luck.
How can we Move forward?
In 1997 while working as GM-Operations at Shopper’s Stop, I came across a case study of a sharp, customer-centered businessman, published in a top U.S. magazine:
This businessman would stand outside stores and observe the behavior of customers through the windows; later, as the customers departed, he would walk up to them and ask what had compelled them to buy, or why they had decided to buy nothing and what they had been hoping to find.
customer-centric research:
I was impressed with the forward-looking, customer-centric research: observing customers' natural interactions, asking them open-ended questions about their behavior, without requiring pre-written tasks or a large, statistically accurate sample.
In other words, his research wasn't too different from that of Creative Good and other customer experience practitioners.
Question: Who is this customer experience guru with such modern methods and strategic thinking?
Answer: Hallmark founder Joyce C. Hall, conducting customer research in the year 1915. Hall wanted to know how and why customers bought greeting cards, and how the process could improve -way back when the concept of greeting cards was still very new.
RESEARCH CONCLUSION
He gradually concluded that people used cards to maintain emotional contact with friends and relatives, and that they wanted cards that helped them convey personal feelings that they were unable to formulate on their own.
To My Boss:
The most selfish person who never bothers about even his family at home and always insists that we sit late nights to complete an
assignment( to fill his cash registers).
My Style of expression
To My Boss:
The most selfless person who never thinks about his family at home and always considers them second to that of his customer and sits late nights with employees to complete an assignment to meet customer deadline.
Hallmark style of expression.
Here's what Joyce *didn't* do:
He did not Create tasks for customers. “Do you want to find a 'Happy 20th Anniversary' card that isn't too sentimental. Ready? Go."
He did not - Ask abstract, focus group-style questions: "If you could design any sort of greeting card, what would it be?"
He did not - Rely on surveys or a statistical sample. "In surveys of 500 card buyers, they rated 'funny' second out of five criteria."
He did not - Use a complicated framework. "The analysis of the customers' mental model yields a semi-continuous persona in this ontological ethnographic visualization."
What Joyce C. Hall do?
He built the global business. All it required was simple, to-the-point research and some clear thinking to extract the relevant conclusion.
Simplify, simplify, simplify. Conducting common-sense research, and applying sharp strategic thinking, can yield dramatic results. (Especially if the company's top brass - the CEO, if possible - is physically present during the research.)
When my husband and I were married seven years ago, we agreed to write our own vows. I struggled for just the right words to say, and suddenly one day, my husband said his were done. On our wedding day, he recited the most beautiful sentiments I had ever heard - I was so impressed that this man I was going to marry was so emotionally deep.
Two years later, I was looking for a Valentine's Day card for my husband, and the first one I picked up was beautiful, and a little familiar. So I went home and told him that Hallmark must owe us a lot of money, and when he asked why, I smiled and said because they seem to have copied your wedding vows into this Valentine's Day card. He broke out into a big grin and admitted that Hallmark helped him out on our wedding day.
We laugh about this often.
STORAI Magazine wants to know...what makes you happy?
Happiness doesn't always come to us in big events or grand occasions. Sometimes it simply crawls into our laps on an ordinary Saturday morning and falls asleep there. Tell us about the small, smiling moments that sustain you - the everyday joys that we all need to remember more often.
Please note: You may be contacted by e-mail or telephone if we select your response to appear in a future issue of STORAI magazine
Customer Experience Management is……….
