Study: 73% Of Shoppers Spend More In Response To Good Customer Service

Measuring the bottom-line effects of customer service has traditionally been difficult, but a new study quantifies its impact: 73% of consumers say that good customer service encourages them to spend more money than they had originally planned, according to a study by the International Council of Shopping Centers (ICSC). Nor is this just a function of basket size: 57% of respondents said they would pay more for a particular item or service if they knew they would receive strong service during the shopping journey.

The effects of a good experience stretch beyond a single transaction, and 90% of shoppers say they are vocal about their experience with a given retailer. A positive experience can make for powerful outreach, as 73% of consumers will recommend a retailer to peers after a good customer service experience.

However, unlocking this positive potential means retailers need to be at the top of their game: 50% of shoppers say their expectations are considerably higher now than they were three years ago. The most important aspects of in-store customer service are:

  • Friendly and/or knowledgeable employees (62%);
  • Ability to easily find items (59%); and
  • Speed and ease of checkout (59%).

“We’ve known that the expectations for customer service have been increasing over the last few years,” said Stephanie Cegielski, VP of Public Relations at ICSC in an interview with Retail TouchPoints. “A lot of that has to do, I think, with Millennials. They’re very experiential, and they want that human interaction because we live in a digital world. Offering that interaction is very important.”

Tailor Customer Service To Each Store’s Customer Base

There is no single “trick” to providing a memorable experience. Additionally, retailers need to consider not just their overall audience and brand promise, but also the location and customer…