- 31 Oct 2011
Retail IT Nightmares
Nightmare – Poor quality store support: Inevitably, Sales Associates are initially left to deal with systems issues that arise and subsequently dissatisfied customers. The SDI (Service Desk Institute) advises that an IT Service Desk should be able to resolve 60% of incoming incidents and requests from these members of staff without any escalation.
The dream scenario: Being supported by professional, experienced and friendly Call Analysts.
Nightmare – Data overload: With customer information feeding into the business via various channels, e.g. through the website / online newsletter / market research / product ratings / previous purchasing information / loyalty schemes / the customer support teams, it can be difficult to segment this data and target customers accordingly.
The dream scenario: Utilising integrated IT systems that will seamlessly link all of your consumer data together.
Nightmare – Slow websites: Now that customers are increasingly time poor, their tolerance of badly designed websites is waning. According to Gomez research, 57% of online consumers will abandon a site after waiting 3 seconds for a page to load.
The dream scenario: Having a transactional website that is faster than Usain Bolt.
Nightmare – Limited delivery options: According to IMRG research, 2/3 of online cart abandoners cited delivery as the reason. With certain retailers investing in options such as 90 minute delivery, it’s important not to get left behind in this area.
The dream scenario: Offering customers the option to receive items how they want them, when they want them, at a price which doesn’t eat in to your margins.
Have you experienced any of the above retail nightmares? Do you think the alternative dream scenarios are achievable within your business? Post your comments below or email firstname.lastname@example.org.