4 Tips to Increase In-Store Customer Satisfaction

It's a retailer's dream to see long lines wrapped around their stores and customers camped out waiting for the doors to open. To make this dream become a reality, retailers must ask themselves: What keeps customers coming back?

Here are four tips for retailers to increase customer satisfaction and retention:

1. Increase omnichannel awareness. As omnichannel marketing grows and consumers connect with brands in-store, online and via mobile, retailers should engage with consumers wherever they are. Retail has stretched far beyond just the in-store experience, and brands need to internally communicate what's going on through each channel. Employees must understand what's happening across all channels. For example, if a new campaign includes mobile coupons, be sure all retail store associates are informed and understand how to accept them.

2. Understand your audience. Months before back-to-school and holiday shopping starts, retailers must know what consumers are shopping for and what will drive them to choose their store over a competitor's. Ideally, brands will have a voice-of-customer measurement program in place to identify what needs their customers have, and to ensure that they're meeting them. Early identification of customer issues can help prevent a disastrous shopping season later on.

3. Value store associates. Associates are the top driver of customer satisfaction, hands down. Retailers must realize associates are crucial to sales — just one bad interaction can destroy an entire customer relationship. CFI Group's recent Retail Satisfaction Barometer (RSB) study found that associates’ friendliness, the ability to understand customer needs and product knowledge are the most important characteristics in driving incremental sales.

To keep associates engaged, demonstrate employee appreciation and provide thorough training. This will boost associates’ confidence and enhance their drive. This philosophy should be embedded in your company's culture for both full-time and part-time employees, providing a consistent work environment no matter the season. Ultimately, happy employees create happy customers, which leads to higher sales.

4. Consider mobile. Mobile phones have become appendages, and retailers can take advantage of this adoption. With mobile devices, consumers can shop where and when they want, giving them access to the store at their convenience. CFI Group's recent RSB study found that consumers are still hesitant to use mobile; only 21 percent of consumers use mobile applications to shop. However, mobile device usage for shopping purposes has risen significantly over the past six months. A full 63 percent of survey respondents said they've been using mobile applications for the past 12 months or less.

This data is indicative of what's to come as mobile comfort levels climb. Retailers can make the most of this channel by engaging with shoppers, shaping their perceptions and managing their satisfaction via their mobile devices. However, it's important to realize mobile can be a double-edged sword. Before offering such benefits, ensure your stores offer a strong mobile signal and are equipped with Wi-Fi, allowing shoppers to access mobile promotions while in-store. If these aren't available, shoppers will become frustrated with their mobile and in-store experience and be less likely to buy.

To provide the best customer experience, retail stores should implement these tips to offer quality service throughout the year, not just during high-traffic seasons. If done successfully and consistently, those who understand the value of genuine customer satisfaction and a positive brand association will come out ahead.

Sheri Petras is the CEO of CFI Group, a provider of technology and services to leverage customer feedback insights that drive financial performance.