In Customer & Client Surveys

Keeping consumers satisfied as digital sales channels continue to grow in popularity will be one of the key challenges facing retailers in 2013 and beyond.

That’s according to a new report by Deloitte, the conclusions of which make a pretty good case for the implementation of customer satisfaction surveys.

Entitled Global Powers of Retailing 2013: Retail Beyond, the report looks at the risks facing Australian businesses during an important time for the retail world.

“The retail paradigm has shifted from a single physical connection point with customers to a multi-pronged approach that crosses both physical and digital channels,” the report’s authors said.

In developing a strategy to address the new needs of an ever-more-connected consumer base, businesses must act now “or risk facing obsolescence”.

“To stay competitive in this ever-evolving landscape, it is imperative for retailers to deliver a seamless customer experience across all channels and provide the right services and products at the right time,” said the report’s authors.

But how do businesses know what the ‘right’ services and products are or the ideal moment to deliver them?

The rise of data analytics is making the conversion of raw data into actionable management intelligence increasingly more accessible and easy.

Similarly, tools that provide businesses with a macro view of the market can be helpful in gaining a wider picture of trends and fluctuations.

However, these strategies need to be complemented by a focus on the individuals – the customers – who are buying a retailer’s products.

A customer feedback survey can allow retailers to start a dialogue with consumers and to develop a real-time understanding of their wants and needs.

That way, in formulating a strategy to best integrate traditional and innovative selling channels, they can take into account exactly what makes their customers tick.

After all, the best way to remain relevant to the customer of tomorrow is to know the customer of today.

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