Building and maintaining customer satisfaction has its challenges. Getting specific feedback, even when it’s negative, can be a real game-changer.

Although we hear numerous positive comments from our satisfied shoppers, sooner or later we’re bound to hear those less-than-positive comments from dissatisfied shoppers. We’ve learned that dissatisfaction has a larger impact than pleasing shoppers. When shoppers are left feeling dissatisfied, they are more likely to choose to explore competitors’ options instead. It is crucial to follow up with unhappy shoppers quickly and turn those negative experiences into positive ones. The Customer Experience (CX) Survey can help streamline the process for you, making problem resolution easy and manageable.

How the CX Survey Can Help Bridge the Gap

Not only does the CX Survey offer a way to collect feedback from actual shoppers, it also has a feature called Callback Alerts which allows dissatisfied shoppers to request to be contacted based on their in-store experience. For instance, you may encounter a customer complaint saying, “When I got home from shopping at your store, I noticed I was double charged for an item!” The customer’s request to be contacted triggers an alert to be sent to the co-op’s CX dashboard users for direct follow-up and resolution.

The resolution process is simple:

• Reach out to the shopper in their preferred form of contact.
• Use the same problem resolution techniques that you would use in-store (e.g. “I’m sorry to hear about your recent experience at our store. What can we do to make this right for you?”)
• Document your resolution details in the space provided in the CX dashboard. Include who contacted the customer, what action was taken to resolve the request, and if possible, what steps will be taken to prevent a repeat situation.
• Save the resolution status as complete.

Complaints that go unresolved can result in the loss of a customer altogether, so being proactive about resolving incoming complaints is vital to salvaging the customer-co-op relationship. Surprisingly, customers are more likely to recommend you to others and continue shopping at your store when you have resolved their negative experiences. The result is a retained customer and potential valuable word-of-mouth recommendations.

There’s also an additional benefit to resolving customer complaints: you gain sightlines into areas of your operations that may have otherwise gone unnoticed, thus providing opportunities for improvement. Being proactive really has its perks!

The Takeaway

We want to keep our shoppers coming back and the key to doing so lies in their feedback. Even unhappy customer comments are valuable and when handled correctly, can be beneficial to both you and your shoppers. Making sure your customers are happy is essential to increasing customer loyalty, strengthening relationships and delivering the best possible service.

For more information on the CX Survey or Callback Alerts, contact Lily Jaber.