|Study: Retailers need improvement in three key areas|
|Written by Jeremy Burns|
|Friday, 06 September 2013 04:36 PM EDT|
Retailers need improvement in pricing, checkout process and store associates, according to a survey conducted by CFI Group—a customer satisfaction technology and analytics firm. The survey did find that retailers’ physical store and online presence were meeting customer expectations, however.
The ongoing, benchmark study was conducted to gain an understanding of how satisfied retail customers are today—focusing on intent to make repeat purchases, develop an affinity toward a brand and recommend retailers to peers.
“Understanding what drives customers back to the store is critical to a retailer's business performance,” said Sheri Petras, CEO of CFI Group. “This study provides retailers with an understanding into how to improve their customer satisfaction within the segment they serve and their brand communities.”
The study used the American Customer Satisfaction Index methodology to measure six key elements of the consumer experience: physical store, associates, merchandise, price, checkout and online presence—to identify the top drivers of retail customer satisfaction.
Based on the study’s findings, CFI Group recommends the following actions for driving positive customer experience and engagement: