Being Listened To Tops Survey Of Things Customers Want Most
Posted May 17, 2007 12:00 pm.
This article is more than 5 years old.
You go into a store and try to get service. You wait. And you wait. And you wait. The clerks all seem to be elsewhere, serving others, on a break, chatting amongst themselves or – maybe worst of all – answering the phone after you made the journey to get to their front door. They’re all the no-no’s in a recent survey about what consumers say they really want from a shopping experience.
The poll was taken by the Stirtz Group, a company that helps businesses retain and attract new customers. It conducted a 10-month survey of some 2,000 people to find out what they’re looking for when they enter a store in a mall or a plaza. And the top of the list is one that many of us can easily understand: “Listen to me”.
Consumers often complain that the people they deal with either don’t hear them or don’t seem to care what they really want.
The second most heard complaint is about salespeople’s knowledge of their own product. If they don’t know more about it than you do, you’re likely to look elsewhere. Coming in third is the stereotype of the surly, overworked employee. If someone isn’t pleasant and easy to work with, customers will flee the establishment for a place where they’re treated better.
“We all know the value of good customer service,” explains researcher Kevin Stirtz in a statement. “But when it comes to execution, too many companies fail the test. They don’t deliver on basic people skills, which is what this survey reveals.”
Among the other customer needs on the list: acknowledge my presence, don’t waste my time and be honest.
Stirtz suggests his survey, ranked in order of what was mentioned most often, shows a lot of people aren’t getting what they want from retailers. They may leave with the product they need, but if they don’t also get the service they require, chances are good they won’t be back.
Top 16 Things Customers Want From A Business
1. Listen to me
2. Know more than I do (about your product or service)
3. Be easy to work with
4. Give me what I came for
5. Smile
6. Tell me your name
7. Acknowledge my presence
8. Don’t treat me like I’m an interruption
9. Show me you care
10. Don’t waste my time
11. Be honest
12. Offer alternatives if you don’t have what I want
13. High quality and low prices
14. Don’t try to sell me. Just help me
15. Do what you say you’re going to do
16. Keep me informed
Source: Stirtz Group
