The Importance of Customer Service, in Driving Retail Sales; Insights from Australian Studies
In the changing world of retail one thing remains constant; exceptional customer service is crucial for the success of a business. In Australia, where consumer expectations are high and competition is fierce providing customer service is not just an option but a necessity. This article explores why customer service plays a role in boosting sales in Australia supported by real studies conducted within the country.
Customers and Repeat Business
A study carried out by the Australian Marketing Institute discovered that 86% of consumers in Australia are willing to pay more for a product or service if they receive customer service. This demonstrates the link between customer satisfaction and potential revenue growth. When customers have experiences they are more likely to become customers who make repeat purchases and even recommend the business to others.
Word of Mouth Marketing
As per a report from the Australian Retailers Association, a satisfied customer tends to share their experience with an average of nine people. On the hand an unsatisfied customer is likely to share their experience with, around 16 people.
Positive word of mouth can have an impact, on the reputation of a retailer. Attract new customers, which ultimately boosts sales opportunities.
Differentiating in a Competitive Market
Australias market is highly competitive offering consumers a range of options both online and offline. According to a study conducted by Deloitte 62% of consumers expect retailers to deliver consistent experiences across all channels. By providing customer service retailers can set themselves apart from their competitors. Establish a unique brand identity that resonates with consumers.
Reducing Customer Attrition
According to research published in the Journal of Retailing and Consumer Services 82% of customers in Australia have stopped doing business with companies due to customer service experiences. This highlights the importance of maintaining high quality customer service to prevent customer attrition. By retaining existing customers retailers can lower acquisition costs. Enhance sales performance.
Boosting Employee Morale and Performance
Customer service not only affects interactions with customers. Also has an impact, on employee morale and performance. A study conducted by the Australian HR Institute found that employees who feel empowered and equipped to provide customer service are more engaged and motivated. Content employees are more likely to offer support leading to customer experiences that drive sales.
The emergence of media and online review platforms has empowered customers to share their experiences with an audience. According to a survey conducted by Nielsen 88% of Australians trust reviews much, as personal recommendations. Positive reviews and interactions on media can greatly influence customers leading them to choose businesses with a strong reputation for exceptional customer service.
Here are some statistics that demonstrate the significance of customer service training in enhancing sales;
Increased Customer Spending;
Customers who have encounters with a companys customer service are likely to spend 140% more compared to those who had experiences (Harvard Business Review).
Customer Retention and Loyalty;
A 5% increase in customer retention rates can result in profit growth ranging from 25% to 95% (Bain & Company).
73% of customers remain loyal to brands because they have encountered customer service representatives (RightNow).
Word of Mouth and Referrals;
After having an experience, with the customer service provided by a company 77% of customers are inclined to recommend it to their friends (Temkin Group).
Impact of Negative Experiences;
It takes 12 experiences to make up for one unresolved negative experience. According to a study, by Zendesk, a 86% of customers have ceased doing business with a company because of a customer service experience. On the other hand Forrester reports that 79% of consumers prefer dealing with companies that prioritise customer service. Interestingly businesses that invest in customer service training are said to be 60% more profitable than their competitors (as per Help Scout).
When it comes to repeat business and upselling statistics from BIA Kelsey show that repeat customers tend to spend 67% more than customers. This explains why trained customer service representatives can successfully upsell or cross sell products to customers ultimately leading to increased revenue.
The significance of reviews and reputation cannot be underestimated either. American Express found that as 70% of consumers are willing to spend more money with companies known for providing exceptional customer service. Moreover Microsofts research revealed that an overwhelming 97% of consumers consider customer service important when making their brand choices and demonstrating loyalty.
From an employee perspective 70% believe that training programs aimed at improving customer service skills are crucial (according to a survey conducted by Expertise Marketplace). Notably Gallup highlights the impact of employees on company performance—companies, with engaged employees outperform those without by an impressive margin of 202%.
Lastly it’s worth noting that 89% of companies today are engaging in competition primarily based on the quality of their customer experience.
According to research conducted by Gartner it has been found that 42% of consumers expect a response, on media within 60 minutes. Additionally another study by Zendesk revealed that 45% of customers share reviews on media.
These statistics highlight the importance of customer service training in driving sales growth and overall business success. By investing in training programs that empower employees to provide customer experiences companies can benefit from increased customer loyalty, word of mouth higher retention rates and gain a competitive edge in the market.
In conclusion it is clear that customer service plays a role in achieving success in Australia. The insights provided by studies demonstrate the impact that exceptional customer service can have on retail sales. From fostering customer loyalty and repeat business to standing out in a market and harnessing the power of word of mouth marketing, the significance of prioritising customer service cannot be overstated. As retailers navigate through a changing landscape making customer service a top priority becomes not vital but also a strategic imperative, for achieving sustainable growth and long term success.
David Alssema is a Body Language Expert and Motivational Speaker. As a performer in the personal development industry in Australia he has introduced and created new ways to inspire, motivate and develop individuals.
David Alssema started his training career with companies such as Telstra and Optus Communications, and then developed Neuro-Linguistic Programming (NLP) within workplace training as principal of Paramount Training & Development.
As an author/media consultant on body language and professional development David has influenced workplaces across Australia. He contributes to Media such as The West Australian, ABC Radio, Australian Magazines and other Australia Media Sources.
