CFI’s customer satisfaction survey shows how important it is to know ‘what drives customers back to the store’

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. However, the survey did find that retailers’ physical store and online presence were meeting customer expectations.

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 findings, CFI recommends the following actions for driving positive customer experience and engagement:

The price is right: As the economy comes out of its recession, customers are still price and value conscious. Focusing on the store’s strength as it relates to price—value, quality, sales, etc.—can set a retailer apart from the competition and attract and retain consumers.

Train, train and train your associates: Store associates are a leading driver of customer experience. Creating a pleasant, helpful atmosphere creates a better customer environment and encourages customers to stay longer and purchase more.

Maintain all channels of communication: Millennials prefer passive communication, while baby boomers are more inclined to engage with associates via face-to-face. Customers who can select the manner they choose (email, social media, phone, etc.) to connect with a retailer are far more likely to engage with associates in a meaningful way.

Regularly monitor and measure customer satisfaction: Consistently benchmarking customer satisfaction will allow retailers to compare themselves against competition. Measuring customer experience allows companies to uncover actionable insights to improve performance across every customer touch point.

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