Improving Customer Service Using Marketing Analytics

24 February 2021

Retail store executives are always looking to improve customer service, especially in highly competitive retail environments because consumers have many options, from convenient e-commerce shopping to warehouse stores that compete mostly on price.

This is where marketing analytics can help level the field..

Marketing analytics tools offer several methods retailers can use to evaluate the customer experience. For example, dwell time analysis and waiting time measurements offer a unique opportunity to track employee performance and customer service levels. This information can be extremely useful in determining areas of improvement based on shopper behavior.

Key performance metrics for retail

Customer dwell time and time spent waiting are part of a larger set of metrics retailers must track if they plan to improve the shopping experience.

Customer Dwell Time

Customer dwell time analysis can identify areas in a store that are more appealing than others. These are areas where shoppers tend to spend more time, making them especially interesting for retailers looking to increase sales. Dwell time analysis can help guide management and store planners who want to optimize exposure to high-margin items or improve tie-in item turnover. Proper dwell time analysis generates accurate metrics management can use to increase profitability.

Waiting Time Measurements

It’s a known fact that shoppers hate waiting in line or waiting for service. It leads to frustration and can easily turn a positive experience into an ordeal. That’s why it’s so important for retail managers to know when these types of events happen so they can ensure quick action is taken to minimize their impact.

Retailers must track how much time shoppers are waiting in line when asking for assistance or when attempting to check out of a store. This information is useful to store managers as they can redirect resources to various store areas as they see demand increase. This includes assigning more cashiers to the front of the store to speed up checkouts.

HR managers also benefit from using waiting time measurements to manage staff performance indicators that can be used to gauge how well employees are responding to customer assistance requests.

Monitor your KPIs—improve the retail experience

Aquaji produces hyper-accurate dwell time analysis and waiting time measurement metrics. This data can be used to generate the critical KPIs store managers and HR professionals need to improve the customer experience and increase shopper loyalty. Retailers who manage their HR resources efficiently enjoy repeat customer visits and higher sales.

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