If you are serious about customer experience optimization, you need to hear from the people who leave your retail store without making a purchase. After all, for most businesses, that represents the majority of your traffic. Consider the advantages of conducting customer exit or intercept interviews and how to get the most out of them.
Advantages: Exit interviews target an extremely valuable universe, prospects who were interested enough to walk in the door. They are also well timed because the shopping experience is fresh in the subject’s mind. Best of all, they can have a huge impact. Imagine the difference in your bottom line when you achieve even a small increase in the percentage of people who make a purchase after entering your store.
Methodology: The quality of the interviewers is paramount. Working with people who live in your local area has many benefits including saving you money on travel expenses. Interviewers familiar with your community also have a better chance of establishing a greater rapport with shoppers because they have more in common. Of course, you also want the agents to be polite and enthusiastic so they reflect well on your brand.
Actionable Data: Focus on information that you can use to enhance the customer experience and increase conversion rates. Think of all the touch-points in your typical interactions. There are many elements involved in the question of why a customer fails to make a purchase and what your business could do to change their actions. You may need to address everything from staff training to shelf placement.
Contact us for actionable intelligence that you can use to improve your bottom line and capture a competitive edge in the marketplace. We focus on the unique needs of our clients to ensure a frontline customer experience that maximizes retention and conversion.