Customer Service

Optimizing retail customer experience and remaining competitive

The retail industry thrives on positive customer interactions and feedback, so when reviewing how organizations can remain competitive it's vital to develop plans that prioritize optimizing customer experience.

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October 20, 2022 by Brad Hawkins — SVP Products & Solutions, ServicePower

The retail industry thrives on positive customer interactions and feedback, so when reviewing how organizations can remain competitive in their field, it is important to come up with plans that prioritize optimizing the customer experience.

In retail, the customer journey extends beyond sales. Brand loyalty is built from consistent and meaningful service throughout the lifespan of any product. When a device or system requires at-home service or repair, customers are usually connected with an original equipment manufacturer which will utilize a contracted workforce to carry out the necessary services. However, there is a way for retailers to maintain control of their customers' journey, even when relying on third-party entities — by integrating digital field service management solutions.

Adapt to evolving expectations

By the end of 2022, 85% of customer service interactions will start with self-service according to Gartner. The best field service solutions will include consumer portals to make scheduling service visits easy by allowing customers to have control over their experience. This is possible with the assistance of new FSM integrated portal functionality, saving customers the headache of staying on hold with a call center. As part of this innovation, customers are empowered to upload relevant photos and equipment information based on their repair request and view their service history and product details online.

Additionally, clients can use a portal to track estimated time of arrival updates for technicians and receive real-time notifications from their servicer so they know when the representative will arrive or when to expect delays. Access to this information ahead of a service visit allows customers to be more informed and actively engaged throughout the process, building faith in the technician and company before the site visit begins. Self-service is a proven necessity to provide a positive customer experience as 88% of customers now expect a company's website to include a self-service application.

Improve service, maximize revenue opportunities

As customers are taking more control of service requests through customer portals, retailers can more actively engage in sales opportunities. Even when customers are transitioned to a third-party servicer, retailers can use FSM to upsell and cross-sell product, subsequently increasing revenue. These are important strategies for retailers to build long-term financial viability, which allows them to keep prices low to remain competitive in their fields.

Additionally, by expanding technician knowledge of specific clients and their purchasing history through software-driven customer profiles, service visits become an opportunity for retailers to exhibit their understanding of each customer by customizing each experience. Technicians can gather insights from FSM and CRM software, allowing them to provide better service by satisfying the customer's needs and addressing upcoming problems in one visit. This interpersonal engagement can help maintain customer loyalty and propel revenue growth, as 91% of consumers are more likely to shop with brands that provide personalized recommendations, according to Accenture.

Enhance performance

FSM software can track this additional revenue through allocated data so business leaders can effectively monitor business performance and enhance decision-making. Businesses can track operational key performance indicators, enhance forecasting and planning, and collaborate with third parties to optimize an end-to-end customer experience. Data analytics enable organizations to unify reporting, map demand to capacity, and have been shown to increase customer retention by 42% and service profits by 18%.

Not only can this technology help business analytics, but FSM can increase the efficiency of service operators. Through optimized scheduling and AI-based inventory management, FSM can ensure technicians are meaningfully scheduled based on their skill set and location and arrive with the necessary parts to complete the job. Not only does this function curb a major customer complaint of low first-time fix-rates, but it also maximizes each technician's efficiency through route planning, decreasing turnaround times and improving service level agreement compliance.

The technology enables retailers to monitor every detail of the service process as it happens, allowing them to manage the customer journey and coordinate with third-party workers and suppliers when product service is requested. Through intelligent scheduling, KPI tracking and customer portals, retailers can grow their business while continuing to personalize service experiences to each client, reaffirming brand loyalty and maximizing business outcomes.

About Brad Hawkins

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