Though the covid-19 pandemic has almost laid waste to the many industries and sectors of the United States, retail is still hanging in there. The logical step was to move their products to an online store and sell from there for many businesses. Yet, for some, that will have a huge consequence on the customer experience––to the point where the business itself will suffer. Add to that the fact that other non-retail sectors cannot go ahead (such as weddings, christenings, and bar mitzvahs); it’s easy to see why some specialist stores will have problems.
One such example is jewelry retail. Business owners of such stores will impede the customer experience if they cannot have people within their property. Necklaces, rings, and bracelets are all big purchases––a quick study into the history of jewelry will show how these accessories traditionally represent wealth and privilege––and although they may not be quite as expensive as in previous times, to buy such items is normally following a tactile experience. Furthermore, with many functions canceled, there is less need for people to purchase wedding rings or necklaces that have a religious figure adorning them.
However, all is not lost. The customer feedback will be forgiving of covid’s restrictions so long as the customer journey (ordinarily how they travel through the brick and mortar store) is adapted well. Here is how the voice of the customer can improve your jewelry store.
Online Retail
Though engagement rings and wedding bands may not be as entirely sought after as they were pre-pandemic (though expect to see a boom in marriage ceremonies after covid is largely gone), other items, such as bracelets and necklaces, can be pushed instead. A silver necklace represents clarity, whereas a gold bracelet represents the infinite bond of friendship. These are universal ideas and ones that are unchanged in the pandemic. Thus, a necklace or a chain can still be given as a gift to others, and therefore––still necessary to buyers during the pandemic.
Voice of the Customer (VoC)
In retail, the voice of the customer tools is already becoming the premier way to gauge customer satisfaction levels and find new ways to fulfill customer needs, and provide a better customer experience. They work––retailers gather customer feedback by survey or questionnaires which ask simple and to the point questions. Ordinarily, the answers required are scalable (satisfaction on a scale of 1-5) or requiring one-word responses. To this end, the voice of the customer (also known as VoC) is a fundamental tool not only to ensure that a business is providing all of the stock that is on-demand but that the customer will be satisfied. As there is no greater advertising than that of a reputation and perpetuated by word-of-mouth, ensuring that the voice of the customer is heard and acted upon should be the highest priority.
Current Applications
If a business is being moved online, then a great place to start would be by ensuring customer reviews are both interactive and easily accessed. You should showcase great feedback to entice more custom whereas if there are more negative comments, you should show customer feedback to have changed the business for the better. Even those selling necklaces, rings, earrings, and bracelets online for the first time will find that there is still room to market to loyal customers and new ones. A customer’s experience can be analyzed and learned from. As for the voice of the customer, it is being used now more than ever. Even the UK’s National Health Service is also VoC software to ensure they provide a better and more specific service. Should you have a business that is moving online during the pandemic, then VoC will help there too!
