There are many ways co-ops can improve the customer experience for shoppers, but recent data from NCG’s CX Program points to one strategy in particular — making sure customers are “Greeted by someone other than the cashier.” NCG’s aggregate scores on this metric are concerning, with an average of only 53% of members reporting they were greeted by someone other than a cashier — and only 46% of non-member customers. These numbers drop drastically from morning to evening, and customers’ overall satisfaction with the co-op experience follows suit.
Customers want to have good interactions with staff throughout the store, and asking staff to greet customers is a reasonable expectation with a big payoff. Staff interactions are a key driver of “Overall Satisfaction,” which directly correlates to sales. Being greeted by someone other than the cashier directly impacts key loyalty metrics such as customers’ likelihood to return and likelihood to recommend the co-op to others — ultimately, impacting future revenue.
Greetings are particularly important for new shoppers, who may find the co-op to be intimidating. Non-member customers report being greeted less than half of the time on average, a concerning low. Staff interactions make a world of difference, especially for customers who are new to the co-op. It can be incredibly intimidating to approach busy staff with questions like “Does bulk mean I have to buy a large quantity?” or “I’m looking for Cheerios… what are these Field Day O’s?” — especially if, so far, the only staff interaction has been with the back of heads stocking shelves.
“No one who worked there even looked up when we walked by right next to them. We felt invisible really.”
“It’s too complicated to shop and the staff seem more interested in getting their work done than helping me find things.”
Customers don’t need a lot to feel welcomed by staff. Simply making eye contact and smiling, or a quick “hello” can make all the difference. We can employ tactics like Zingerman’s 10-4 rule (even through glass!) – and encourage staff to add their own friendly flavor to greetings to keep it lighthearted and fun.
When we get it right, our customers let us know!
“We are always greeted at the entrance and have great interactions with staff in all the departments. It feels like home, you don’t get that personal touch many places these days.”
“The co-op is an amazing resource here in town. The people are amazing and are so attentive to the needs of customers…”
“I was greeted by several staff and the produce quality is unparalleled!”
Looking for a place to start? Try focusing your efforts on evenings, from 5pm to close, when less than half of customers report being greeted by someone other than a cashier. Encourage staff to consider how they interact with those customers whom they see frequently, as compared to newcomers.
To learn how to improve the customer’s shopping experience at your store, please reach out to your Co-op Resource Manager. Find more information about NCG’s Customer Experience Program here.
