Quality is not what happens when what you do matches your intentions. It is what happens when what you do matches your customers’ expectations.
— John Guaspari
THIS HOLIDAY SEASON LISTEN TO THE VOICE OF THE CUSTOMER…. I WANT IT NOW
According to PwC, this holiday season 2016 it is estimated that shoppers will spend 10% more or approximately $1,121.00 Dollars each. Anticipating an almost 25 percent increase in annual digital sales, retailers are boosting their investment in digital channels. Meanwhile, mobile shopping is up almost 25 percent over last year.
In our previous blogs, we have written about the importance of speed to market without sacrificing quality. The customer holds the power and they are very demanding with a loud voice…I WANT IT NOW. Convenience, price, speed, and variety are a must as part of the current digital and multichannel shopping, many retailers are also offering online and in-store ordering with offers of free delivery and free returns this holiday season.
LEARN FROM YOUR WONDERFUL CUSTOMER
We wish you and every organization for the holiday season that you have a minimum of issues and complaints, however, there is an opportunity in front of you. This is the perfect time to learn from all of those customer returns, complaints and well just plain awful situations that customers go through when there is an error or quality issue with their order they purchased online or picked up at the store in a box and got home to wrap it and realized it was the wrong product or size or color or any number of things. If you don’t want to see your customer, this very nice human, that was so happy during the holidays while buying gifts for family, friends, and co-workers, turn into the green monster or something close to it….
…avoid the following:
- Running out of stock after Cyber Monday
- Incorrect products are sent out
- Incorrect sizing/colors/patterns are sent out
- Incorrect quantities (too many, too few) are delivered
- Items are torn, ripped, cracked, or smashed during the packaging process
- Perishable items aren’t stored properly during the packaging and delivery process
TIS’ THE SEASON TO CONNECT THE VOC WITH QUALITY CONTROL
Over the past few years many organizations have come to the realization that there is a misalignment between Quality Assurance and the Voice of the Customer. The main factor is that there is a misalignment between what Customer Service is documenting…or not documenting… when a problem arises and there is a dissatisfied customer. This is where the breakdown takes place with what is being reported back to those areas in the organization responsible for the end product.
What about all of those customer surveys that deal only with questions about how happy they are with the actual brand instead of asking questions to uncover any issues even before they get to the customer service desk. These surveys would be more valuable for the organization if they are seeking for front end data that reveals problems instead of waiting for those problems and customer dissatisfaction to surface at the back end.
REMEMBER KEEP SMILING…. THE CUSTOMER IS RIGHT MOST OF THE TIME AND TIS’ THE SEASON TO BE JOLLY!
NEW YEAR’S RESOLUTION 2017….BE SURE TO KEEP IT LONGER THAN THE FIRST WEEK
I heard you my wonderful customer and I promise to not repeat the errors of the past and will do everything I can including getting really serious about Quality Control and work hard to meet or exceed expectations!