Customer service standards in the apparel industry need to improve, according to 'shocking' results from mystery shopper researchers.
A study of consumer service skills in home-grown Australian stores fall short of stimulating sales, according to The Realise Group.
The customer research company compiled
the latest benchmarking data in the 2010 – 2011 financial year,
from more than 34,000 national mystery shops.
Results from similar
benchmarking exercises in 2009 – 2010 revealed that a majority of
service standards are unchanged or are now on a downward decline,
with sales assistants' selling skills the biggest concern for
business.
Despite 92 per cent of sales assistants
in apparel making appropriate product recommendations,
The Realise
Group’s managing director, Katie Miles, said this is not good
enough.
Miles said: “The results of this year’s study should be shocking for retailers given the current economic environment and the recent impact online sales has had on Australian bricks and mortar businesses.
“Data clearly shows that sales staff need to be skilled up and encouraged to provide shoppers with a customer service experience they are unable to obtain online.
“We see little customer service improvement in the apparel sector where retailers still seem to place their housekeeping and administrative responsibilities above the customer experience - making an interesting environment for shoppers where they are often required to place themselves in a retailers line of sight to be offered assistance.”
Miles said staff need to understand how
to convert browsers to buying customers and secure profitable, add on
sales.
What do you think of Miles' comments about staff in the
apparel industry? Add your comment below.