Creating a Service Strategy That Reflects Today’s Consumers

Frank Beard considers what a convenience store’s customer service strategy could look like in today’s retail environment.

Frank Beard
December 14, 2017
NACS Online

 

According to a 2016 report from Deloitte, 66% percent of consumers say they prefer a self-directed shopping journey—up from only 30% in 2014. And when issues do arise, many prefer to solve their own problems. A recent article in Harvard Business Review says 81% of customers across all industries attempt to take care of matters themselves before reaching out for assistance.

This raises an important question: What should customer service look like in today’s stores?

At the broadest level, I’ve noticed two fundamentally different approaches taken by retailers. The first—which is common at some big-box stores—is to assume that more is more. I also think this approach is a mistake.

Consider my recent experience at an electronics retailer. I rushed inside to replace a micro-USB cable that suddenly went missing, and I was asked by no less than five employees if they could help me find something. This was well-intentioned, but it was also rather annoying.

Lately, I’ve also gone through the checkout line at grocery stores and been asked questions about my plans for the day. That’s a reasonable question when coming from people who possess a certain level of familiarity, but it’s just awkward when asked in a scripted manner by someone I’ve never met.
The second approach—and the better one, in my opinion—is to step back and facilitate a self-directed customer experience. Use customer service strategically. Make it genuine, authentic, and intervene at the right time.

This strategy is already being used successfully by many convenience retailers. Here are two examples.

2. Kwik Trip

Although Kwik Trip has also taken steps to enable a self-directed customer experience—such as the introduction of Franke’s touchscreen-based espresso and hot beverage machines—they really shine when it comes to the strategic use of customer service strategies.

“Would you like to try a sample of pizza,” said an employee during a recent visit.

They have a wide assortment of delicious food, but I realized that I’d never tried the pizza. I eagerly reached for a bite. It was fantastic, and I told her so.

“Here,” she said, handing me a second sample, “I think you need another one. I won’t tell anybody.”

This is just one example of many, but whether they’re handing out samples or assisting with a substantial issue, Kwik Trip excels in stepping in at the right moment in a way that feels personal rather than scripted. Every store that I’ve visited has the atmosphere of small-town gas station where everyone knows each other.