Customer service provided by organised retail in India: Customers perception

Positive interaction between the customers and frontline staff helps transform skeptical people into strong and committed brand followers. The answer lies in measuring the quality of service at the “moment of truth” ie the exact moment when your staff interacts with a customer. This paper is based on the study by personal interviews of the customers (respondents), carried out by me in and around the malls, housing organised retailers of food products, apparels, fast moving consumer goods and consumer durables in National Capital Region of Delhi and Gurgaon. This survey brings out as to how the customers approach the retailer for obtaining customer service, role of technology in improving customer service, how often retailers actually meet the expectations of the customers, how much time customers are ready to wait for resolution of any issue by the retailer and what contributes to the WOW and the worst shopping experience. 39.3% customers would seek service from the retailer by making a phone call and 22.9% would like to visit the store personally. 76.6% of customers “strongly agree” and “agree” that the technology has improved the quality of service. After a bad shopping experience with a retailer, 36% would send formal complaint and 33% customers would quit shopping at that store. This survey also brings out that 58% customers would like to wait maximum 15 minutes to get their issue resolved. 24.4% have responded that their waiting time would depend on the issue to be resolved. 36.6% customers said that customer service is the most important factor which gives the WOW shopping experience. 32.1% customers say that poor service and 16% say delay in billing is the cause of their worst shopping experience. 32.1% respondents suggested improvement in customer service to the organised retailers. 22% customers say retailers always meets their expectations, 35% say retailers meet their expectations frequently. 19% customers said retailers meet their expectations rarely or never. From above it emerges that organised retailers need to switch over to technology for improving customer service. Time is very important for the customer and retailer must have processes by which customers don't have to wait for response from the organised retailer. Front line staff needs to be trained in interpersonal skills