Dive Brief:
- In-store customer satisfaction peaks at opening time but falls over the course of the day, according to an analysis of 27 million customer feedback responses by HappyOrNot released Monday. At 7 a.m., 96% of customers are happy or very happy with the experience, but that share falls to a low point of 90% at 7 p.m.
- Crowds may be responsible for the decline. Peak shopping hours often bring more foot traffic into stores, which can result in longer wait times and greater service pressure on staff, according to HappyOrNot.
- Customer satisfaction climbs again later in the day as traffic declines, reaching 93% by 10 p.m. However, these shoppers are often in a hurry and may be more easily frustrated with slow service or poorly organized stores.
Dive Insight:
Good customer experience can be maintained throughout the day through smart employee management. Store leaders can help by ensuring workers are satisfied, readily available and well-trained.
The customer satisfaction decline between 9 a.m. and midday reflects that staff may be getting tired as they approach their lunch break, according to Tim Waterton, chief revenue officer and feedback management expert at HappyOrNot.
Midday is also a common time for shift rotations that can leave stores temporarily understaffed. Careful schedule management can help ensure workers get a chance to recharge or sign off for the day without impacting customer service.
“It is the responsibility of management to make sure that over the lunchtime period CX is not impacted by making sure that breaks and shifts are scheduled appropriately,” Waterton told CX Dive in an email. That way “there is always enough staff on the floor and all staff have an adequate and refreshing break.”
The satisfaction nadir at 7 p.m. is when many shoppers are stopping in on the way home from work or before an evening event, and in either case, no one wants to be held up during their trip, according to Waterton. Proper scheduling can ensure they get in and out quickly.
Associates aren’t the only element of a good store experience. Store presentation is a top pain point for many retailers, with 1 in 5 shoppers expressing dissatisfaction overall. This starts climbing higher at 5 p.m. as the day’s activities take their toll on cleanliness and organization.
Maintenance becomes a top priority once the crowds die down and associates have more time to rebuild displays and restock shelves. But these tasks, while important, shouldn’t interfere with the rest of the experience for end-of-day customers, Waterton said.
Stores can help workers manage both sides of their jobs by offering the appropriate training and ensuring they prioritize the right tasks, according to Waterton. Well-staffed stores also make it easier to have everything done in a timely manner.
Correction: A previous version of this article included a statistic the company cited in its report that has since been identified as incorrect. It has been removed.
