How Technology Can Improve Customer Service – Part 2

Last week, our blog looked at how technology can facilitate a highly trained group of retail staff, in spite of a fast turnover of employees. Here, in part two, we explore how technology can enable retail staff to thrive on the shop floor.

In the ever-evolving tussle between high street sales and internet shopping, one aspect that bricks and mortar stores hold over their digital counterparts is the ability to deliver a personalized, reactive level of customer service.

For a long time, the data available from online shoppers has been used to personalize and improve a customers’ experience. Retailers such as Zara, Mango and Massimo Dutti have a huge following, and as such, they are able to send news and promotional offers directly to their customers based on buying habits, which naturally enhances customer loyalty.

Bricks and mortar retailers can replace this by taking advantage of the in-store technology and resources available to them to improve the shopping experience.

The biggest benefit of the physical store is its experienced retail staff who are able to read a situation, draw on experience and provide assistance to customers dependent on their specific needs. Products can be upsold, questions answered, demonstrations given and disputes calmed.

How can handheld technology help improve staff performance?

With the use of a smart phone or tablet device, apps such as Traffic Count provide staff with historical footfall data at their fingertips, providing a classic example of investing in appropriate tools to support staff to excel.

This allows for informed decisions to be made regarding things like staffing levels around peak times. Once a member of staff has been sufficiently trained in using the software, customer service levels can be maintained by ensuring that shoppers are never left short in terms of available staff.

Technology such as this provides an invaluable resource for retail staff, especially those that may have only been in the job for a short period of time. In the battle between bricks and mortar stores and their online counterparts, retailers should take advantage of a multitude of technology and resources to ensuring the benefits of physical shopping are put front and center in the shopper’s mind.

Read part 1 of our blog series here