Today's customers prefer speed and efficiency. When shopping in-store, they don't want to wait in long lines, and when they message or call a store, they expect quick responses. The question is, what should retailers do to ensure customer satisfaction?

For offline stores (brick-and-mortar) during the COVID situation, all stores must adhere to social distancing policies, such as limiting the number of customers allowed inside. This has led to long queues outside stores becoming a common sight. Here are three ways to alleviate this issue:

1. Inform Customers About Expected Wait Times

Knowing how long they have to wait is better than being left in the dark about it. Customers will feel more satisfied if they are informed about the expected wait time. Therefore, staff should communicate the estimated wait time to each customer. Conversely, if customers are not informed, they may feel dissatisfied with the store. The simplest solution is to have a staff member at the entrance to update customers on wait times and queues regularly.

2. Provide Queue Updates via Website or App

If the store has its own website or application, it can update customers on their queue status and wait times through these channels. The advantage of this method is that customers do not need to waste time waiting in line, as they can check their queue status in real-time online. Additionally, when it is close to a customer's turn, the store should send a message or call to remind them.

3. Offer Visual Queue Options to Enhance Customer Understanding

The worst waiting experience is when customers have to wait due to the store's poor management system. Therefore, front-line staff should coordinate with the back-end team at all times, especially when customers need assistance, to ensure timely help. Sometimes, a single front-line staff member may not be able to handle customer issues as effectively as a coordinated team.

Visual queuing allows customers to see where they stand in the queue. For example, a queue display on a screen, similar to what we see in hospitals, shows the queue number, helping customers know when it's their turn. Another example is sending messages to customers, allowing them to manage their time better, similar to when we take a queue number at a bank and receive a text notification when it's close to our turn. Alternatively, wait times can be displayed on screens, like how long until the next train arrives.

For online stores, many customers are now shopping online. One common issue is that stores respond slowly to chats or phone calls, causing customers to wait too long and often leading them to choose other stores. To prevent losing opportunities, consider implementing these two methods:

4. Improve Product Information and Images on the Website

When customers want to purchase products online and have questions or concerns, they often message or call the store. However, they may have to wait a long time for answers because the store staff is busy handling other inquiries. To address this issue, the store should enhance its website by providing comprehensive product images and detailed descriptions to help reduce customer questions and concerns.

5. Create FAQs (Frequently Asked Questions)

If customers want to know more about the store, products, or services, consider creating an FAQ section. The benefit of having FAQs is that it reduces the number of calls or messages from customers seeking information. For online sellers, if the website encounters issues, customers can understand and resolve some problems themselves by referring to the FAQs.

Source: Forbes

SOURCE: brandinside