Which experiences should you focus on in order to drive customer loyalty?

According to a recent survey conducted by the Wharton School of Business, the Verde Group and the Retail Council of Canada, five elements create a “Wow” shopping experience for consumers.  They are:

1 Engagement. Being polite, genuinely caring and demonstrating sincere interest in helping, acknowledging and listening.

2 Executional Excellence. Patient explanation and advice, checking stock, helping find products, having product knowledge and providing unexpected product quality.

3 Brand Experience. Exciting store design, consistently great product quality, making customers feel they’re special and that they always “get a deal.”

4 Expediting. Being sensitive to customers’ time and long check-out lines, and being proactive in helping speed up the shopping process.

5 Problem Recovery. Helping resolve and compensate for problems, upgrading quality and ensuring complete shopper satisfaction.

The same study found that building strong customer loyalty depends on delivering two things; a memorable brand experience and engagement by retail employees.   Of the two, ‘brand experience’ is the more important factor by nearly 40%.  Unfortunately, the study found that retailers under-deliver on brand experience; it is less experienced less often by shoppers.

To learn more about branding, click here to read the chapter, Building and Managing Your Brand, from Art’s book, The Dispensing Ophthalmologist.

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About Arthur De Gennaro

My friends call me Art. Welcome to my blog. In this space you’ll find information and comments on the ophthalmology world, the optical industry, the hearing industry and medical practice management. My intent is to provide information you can use to improve your business and your own performance. Please visit often and feel free to join the discussions by leaving comments.

You can learn more about me and my consulting company, Arthur De Gennaro & Associates, LLC by visiting my web site www.adegennaro.com

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August 2009

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