Businesses: Shoppers aren’t complaining, so they must be satisfied.

Customers: Just because we’re not complaining doesn’t mean we’re

satisfied.

One of the biggest assumptions businesses make is that dissatisfied customers

will always (or often) air their concerns. However, according to Salesforce’s
Desk.com, “not even 25% of customers complain” when they encounter a
problem, because it’s too much of a hassle and they “think that company won’t
care or won’t fix the problem.”

Solution
The first step is to drop the assumption that you’re doing okay just because your
support line isn’t ringing off the hook. Be more proactive about spotting your
store’s shortcomings so you can work on improving them.

Manager need to walk around the store and look at everything as if they are the
customer. You’ll see a lot of things you need to do better.

Next, make it easy for customers to voice their complaints. One of the top
reasons people don’t bother complaining is because they see it as a hassle.
Break down that barrier by opening more avenues for support.
Go beyond the typical support hotline and make sure you’ve covered all your
customer service bases, including social media, live chat, and community
support.

People also avoid complaining because they think the company won’t do
anything about their issues, anyway. Address this by showing customers that
you’re attending to their concerns and by following up.

Businesses: Great in-store experiences = beautiful displays,

cool store features, and technology.
Customers: Great in-store experiences = superb customer
service, easy-to-find products, and fair prices.

The best way to address this gap is to make sure retailer has covered all the
fundamental needs of customers before adopting all the hot new trends in
the market. Do you have enough merchandise? Are your associates trained,
knowledgeable, and helpful enough?  Answer these questions and pay attention
to the basics first, and then work on enhancing shopper experience.
Also, be sure that what you do in your store ties in with the essential needs of
your shoppers.  Whenever you roll out something new in your shop—whether
it’s an attractive fixture, a touch-screen device, or any cool store feature—see to
it that it actually helps customers get the products, services, or information they
need.