What Do Customers Want?

I’m currently working for a major retail company and they are very customer orientated. They know how important customers are and they do everything they can to give them a positive customer experience when they are in the store. To be able to do this though you really need to know what a customer wants to ensure they leave having a positive experience while in the store. What do customers want is a very important question and one that every business owner should ask themselves if they want to be successful.

I’ve been with these guys now for a couple of years now and as good as they are there is something that really baffles me and that is the importance the place on presentation. While I understand how important presentation is I personally believe having the stock on show for the customer to buy is so much more important. Unfortunately this is true for our competition as well which I find astounding.

Here is how it works. No matter what, I have to stop whatever I am doing to present my department before I clock off. This takes about an hour and in that time I could process a cage and a half of extra stock which could easily include a dozen or so out of stock lines. Keep in mind that the presentation for the most part is only superficial and it doesn’t take long before customers rip into it and things are looking a little worse for wear.

Knowing that one of the most common complaints we get from customers is not being able to find the item they’re looking for you have to wonder why they don’t do something about it. Actually, I know exactly why, its because of their wage budget. They just don’t want to spend the money to ensure everything gets done. A shame really because I feel their return from spending the extra money will more than pay for itself.

what do customers want

So, What Do Customers Want?

We know they want good service. But is good service enough? We also know that they want to be treated well, from the time they walk into the store to the time they pay for their goods and leave. They want good prices, fresh quality goods. They love a cheerful smile and a friendly chat while being served. Above all they want to be able to find what they’re looking for! So I ask you, as a customer, what is more important to you, presentation or being able to find the stuff you came to the shops for?

 

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Peter Pelliccia

I'm an Aussie blogger who loves to blog and share everything that I've learned on my blogging journey, including blogging tips and ways to blog for money. I am also trying to make my way on YouTube. You can follow my progress by subscribing to My Bonzer Channel.

This Post Has 30 Comments

  1. Good article this one here. In any business, customer is the King. Satisfying the needs of the customer is a must, or the rather the holy grail of any business.

  2. An example we see in online sales is that we (the industry) get so conditioned to warm up the customer… that often times we don’t have items “sitting there for sale” for the customers that are ready to buy right now! That’s leaving money on the table in the same way that not keeping stock present is!
    Kim

    1. Yeah, seems an awful waste buttering them up for that sale and then not giving them something to buy. Kinda like almost reaching an orgasm and then the batteries run out. :smoke_tb:
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      1. Which is totally grounds for establishment of a “temporary insanity” ruling in the murder trial that may result if there is anyone but self to blame, Muahaha! You gotta close that deal and deliver satisfaction! Lol
        Kim

        1. Kimberly, I’m not one for letting that sort of deal slip by. If I did I reckon I’d be ready to chuck the whole thing in. :lol_ee:
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  3. Customer service is a bit lame in the UK in many big shops, but with the big increase in online reviewing I have noticed that many companies are starting to make more of an effort.
    When I get a pernickety customer I go that extra mile just to make sure they don’t leave an bad review. This approach has also got me plenty of good reviews too.
    Anna Kirsen recently posted…Glass Sculpture: Art in Your Living RoomMy Profile

  4. In every business even though the business is small or big customer satisfaction and customer service the best thing to do. A company’s quality lies in the customer care. If a company don’t give much importance to customer service then there are not going to make any profit. Always try to improve customer service.Thanks for sharing this wonderful article with us!
    Nithin Upendran recently posted…Micromax E390 Specifications And Price In IndiaMy Profile

    1. Providing lousy customer service will affect their sales. No sales means no profit so they want to make sure the tick all the right boxes when it comes to customer satisfaction.
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  5. I certainly can’t disagree with this one Sire. Great customer service will encourage people to give you a second chance if you mess up once, and if you don’t mess up it’ll encourage them to keep coming back and spending more. And it’s so easy to do that I’m always shocked when I get bad service or people who are handling my money with no personality. Shameful…
    Mitch Mitchell recently posted…Lack Of Business Customer Service; Whose Fault Is It?My Profile

    1. True but what if you provide all the essential service but are always short of providing what the customer wants as far as goods go. Won’t they look elsewhere to get their weekly shopping?
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      1. Twitter:
        Eventually they will. The reason I like working for myself, and why you used to like it to a degree, is that you were responsible for it all, including the customer service. Now, you can only do so much even with the best customer service, but if the person whose business it is, or the person in charge, doesn’t care enough to provide the same there’s little you can do except watch it crash and burn or leave. You can try saying something but I’m assuming you’ve already done that.
        Mitch Mitchell recently posted…Marketing, Promotion And VideoMy Profile

        1. Exactly right Mitch, being in control meant you could do it all.

          I’ve made my opinion heard but they think they know best. They won’t crash and burn because they’re too big for that. I just feel they could be doing so much better, profit wise, if they could see the error of their ways.
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  6. but it seems like the big retailers these days do not really appreciate what a customer want, because some of these companies think they are too big to fail. i have actually decided not to shop at most of them because they hardly ever have enough checkout employees at any given time. :smile:

    1. Yeah, thats another of my gripes. They never have enough checkout operators and so when they get busy we’re supposed to drop everything and go on checkout. This results in less time to fill resulting in more out of stocks.
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  7. The rule is still same as ever that customer is boss and he is always right. Customer always wants good quality at lowest cost and all services on time. this is what i think on the issue.
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  8. I own a pallet company in Essex, England. My customers want
    excellent value for money and service,small companies have to try harder, be cheaper, if very difficult at the moment.
    being professional and efficient is key.

  9. Customer is the King. We must try to satisfy customer depending on his need. I messed up with one of my customer over petty amount of cash. I am such a fool.

  10. For me as a customer I want to a quality of goods, excellent customer service, warranty of goods, free gift (if any) and lower price. I you can give me all these things I am very happy to shopping at your store. And I will come again to get many goods.

  11. In my opinion, nowadays the big retailers don’t want to know or they don’t want to pay attention in what a customer want, cause they consider themselves too big compared with the customers. For this reason I’m not spending money on buying things in these kind of stores but I prefer to give my money to small shops where people pay attention on what the customers need.

    1. I think the problem big companies have with customer service is controlling their staff ensuring they do all the right things. Small business, especially family owned ones, usually don’t have this problem
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  12. Twitter:
    Customer is one on whom our business is so we must know what Customers want and we must make our plan according to this.

  13. I worked in one of the leading retail chains in the UK before starting my own business, and their focus on customer satisfaction was huge. We carried this through into our business model, at the end of the day you don’t want to have dissatisfied customers who may leave negative reviews or tell other people about a bad experience with your company.

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