For CBA Executive Director Curtis Riskey, customer experience "increasingly will be the critical differentiator for Christian stores and a crucial strategy to compete against online booksellers, discounters and Amazon.com affiliates selling in their bathrobes." Engagement with customers "will build the relationship and loyalty," which will help stores succeed, he said.

"That means how retailers connect with people in their store—beyond just selling them something—will be a driving factor," Riskey said. "Retailers must engage people at the level of their passion for faith-building, ministry, outreach and service, helps and more."

Nothing is more important than customer experience in retaining customers and "making them raving fans and evangelists for the store," according to Parable Group franchise coach Steve Adams.

"But customer experience is a difficult concept because it is really in the eyes of the beholder," he said. "Customer service is ... the sum of what we offer—gift wrap, Bible imprint, special order, a cup of coffee, efficient checkout. Experience is how the customer feels for having been there, and how she feels about what we do."

Read the complete report in the June issue of Christian Retailing.

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