Is Customer Satisfaction Enough?
Here’s why 20% of supply chain leaders are doubling down on customer enablement
Gartner (2022) defines satisfied customers as “those who receive high quality products and services, delivered on time in a convenient way, with issues resolved thoroughly”. Enabled customers, though, are those who “take fewer steps to be able to use products and services, and packaging, delivery, payment options, ordering interfaces and customisation make their jobs easier.”
A ‘Customer Expectations’ survey ran by Gartner in 2021 recognised that “commercial innovation requires that there is no one-size-fits-all customer experience across the supply chain”. It was also found that a focus on customer enablement can drive loyalty two times as much as satisfaction alone, as seen in the graphs below.
Interesting, right? So what does this mean in practical terms?
Here’s a few thoughts on how fashion retailers can focus on this important enabler:
- Make returns a breeze: Returns can be a pain, but they don’t have to be. By offering a streamlined, hassle-free returns process, you can empower your customers to shop with confidence. Beware of the common misconception that making returns easier is a bad thing — when customers have a positive returns experience, they’ll be more likely to shop with you again.
- Offer style recommendations: A little guidance can go a long way. By offering personalised style recommendations based on a customer’s past purchases and preferences, you can empower them to find the perfect outfit. And when they feel good about their purchase, they’ll be more likely to become a loyal customer.
- Present accurate size and fit information: Make it simpler for size and fit measures to be translated across different articles and brands. The last thing I want to do is locate my measuring tape while I’m browsing online — make it easy for me to identify my ideal fit.
- Provide a seamless mobile experience: With more and more customers shopping on their mobile devices, it’s crucial to offer a seamless experience that makes it easy to browse, buy, and return items. By doing this, you’ll empower your customers to shop on their own terms and at their own pace.
- Think about your packaging: Too often things are delivered with too much packaging, and the hassle of handling this is annoying! Why give your customer all of that extra work? In other cases, packaging might not be strong enough to withstand the international carrier network, and looks like a dog’s dinner by the time it reaches your customer overseas. Consider frustration-free packaging with strips that pull off to open the package, or sturdy gift style boxes that can be kept and utilised further. The key is to make your customer’s life easier.
- Make it easy to track orders: Customers want to know where their orders are and when they’ll arrive. By offering real-time order tracking and delivery updates, you can empower your customers to keep tabs on their purchases and feel in control.
- Offer a virtual try-on experience: Sometimes, it’s tough to know if an item will look good without trying it on. By offering a virtual try-on experience, you can empower your customers to see how an item will look on them before they make a purchase. This can lead to fewer returns and a more confident customer.
- Circular fashion: Offer opportunities to list items I’m no longer using for re-sale or rental, or partner with organisations that do. I’ll be incentivised to clear out my wardrobe, and I’ll be more inclined to re-purchase.
