New survey finds retailers not giving customers what they want
By CHRISTINA OCCHIPINTI:: September 18, 2006

When it comes to customer service and product selection, consumer goods companies and retailers are seriously lacking in both.

That’s the theme of a new survey of 575 American consumers, which found that 72 percent of people felt that both customer service and product selection are the most influential factors in shaping where they shop and what they choose to buy.

The survey, which was commissioned by Accenture, a global management consulting, technology services and outsourcing company, found that 54 percent of people felt customer service was scarce in stores and 58 percent said there are not enough employees available to assist when they needed help. Thirty-eight percent said a limited assortment of goods was a problem they frequently experienced when shopping.

Keith Barringer, global operations director for Accenture’s Consumer Goods and Service practice, said companies that work to provide excellent customer service and offer a wide variety of merchandise often experience higher sales than their counterparts who do not.

“It’s significant that the two chief factors influencing purchase decisions are the same ones that shoppers complain about most,” Barringer said in a statement. “Manufacturers and retailers that bridge this gap to offer better product selection and customer service can reap the rewards – improved sales and margins, for example – of turning shoppers into loyal customers. Bridging the gap, however, takes a dedication to innovation and the ability to be truly customer-centric.”

For companies looking to improve their customer service and product selection, Jeff Smith, global managing director for Accenture’s Retail practice, said they should begin by identifying their ideal shopper and what it is they are looking for.

“Companies looking to perform better would be well-served to spend time and effort determining what product and service improvements they can make that will connect with their target customers’ needs,” Smith said in a statement. “The first step on this process is to determine who that target customer is and what she or he wants.”