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Hey, the University of Michigan's (UM) American Customer Satisfaction Index (ACSI) for the fourth quarter of 2007 just came out. And they revealed something that customers around the world all know. And that’s that there is a disconnect between the service level and experience they have in a company’s store versus their website.
Survey says!... that e-tailers scored an 83 on a scale of 100 compared to an overall rating of 71 for store operators. Here's the article.
The fact of the matter is that the customer controls (for the most part) how the web experience goes for them. And, they're more in control of their environment. Of course, some sites are easier to navigate than others...but the lack of inconsistency in personal service in the stores may be what makes the web experience feel better. In the stores, there are more variables and the customer expectations are higher. You’d expect a sales person to greet you and have an answer to a question. Sometimes you get that, and, well, sometimes you don't. You’d expect the store layout to be easy to understand and even, an enjoyable experience. In the web experience, if the customer isn't thrilled with what's happening, the memory is erased with a click of the mouse. Those store experiences last much longer and from this research, seem to leave a more indelible mark on how the customer feels and rates the experience.
As a customer interacting with a brands' web experience or in-store experience, which one leaves you feeling better and better served?
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Comments
In much of Asia (and increasingly in the US, as well), company owned stores are major retail players.
Mass merchants just don't deliver a good experience to most buyers looking for service. When you carry 10K+ SKU's from almost as many vendors, you can't be knowledgable about all of them. And they aren't. Not even retail training helps much, as most retail sales people churn after 6 months.
It's no surprise to see online as a better experience -- unless you're in a Sony store, an Apple store, or (if you happen to be in Seoul) a Samsung store.
Posted by: Stephen Denny | 02.22.08
Jeanne, I think it depends on the brand, the product, the retailer, the salesperson, etc. I like the fact that I can get an immediate answer when I'm in-store vs. having to wait for an e-mail reply, which can take a day or more.
If there's a real-time online operator, I find it time-consuming to type a conversation. If English is not the CSR's first language, it can make it doubly time-consuming.
In my experience, I've had both good and bad in both channels.
Posted by: Elaine Fogel | 02.22.08
I personally like to alternate depending on what's going on in my schedule. I enjoy both online and in-store purchases, but prefer on-site for the total experience. Of course tht works out better somtimes more than others. I agree that it depends on each of those variables. Sometimes retail personnel are great, others absoluterly miserable, but overall service is generally good in the tri-state area retail outlets. My favorite stores are Macy's and Target.
JM
Posted by: JM | 02.24.08