Often, the simplest things in life are cherished the most.
In the world of customer satisfaction among appliance retailers, basics such as a welcome customer greeting and clean displays go a long way toward achieving high levels of satisfaction.
Best Buy, which certainly meets these criteria, as well as proficiently training its staff to spark customer engagement, ranked No. 1 in the J.D. Power 2017 Appliance Retailer Satisfaction Study.
“Staying true to such sales basics as customer greeting, appreciation, and clean displays are proving to be important aspects related to increased customer satisfaction,” said Greg Truex, senior director of the at-home practice at J.D. Power. “By training staff to be attentive to both customer and visual details, retailers may be able to keep those loyal customers and increase sales as the market increases over the next few years.”
Three key performance indicators (KPIs) underscored the study and had the greatest effect on satisfaction: Sales staff greets customers promptly; salesperson thanks the customer for the purchase; and appliance display arranged neatly.
There is a significant association with likelihood to repurchase and recommend and the number of top KPIs met, the study notes.
“When each of the top three KPIs is met 50 percent of customers say they ‘definitely will’ repurchase from the retailer,” the study says. “When only two KPIs are met that percentage drops to 29 percent. When just one KPI is met, the percentage drops even further to 17 percent.”
From the initial in-store greeting to receiving assistance from a store employee, timeliness is the key to customer satisfaction, as the expectation for these interactions to occur is two minutes or less, the study says.
Customer satisfaction drops significantly from 881 (on a 1,000-point scale) to 834 when the initial greeting takes more than two minutes. It is also critical for store employees to respond in a timely manner when a customer asks for help. Similarly, overall satisfaction declines significantly when a customer waits more than two minutes to be assisted, compared with waiting less than two minutes (830 vs. 870, respectively).
Here are some key customer loyalty findings in the study:
Among delighted customers (overall satisfaction scores of 901 and above), 69 percent say they “definitely will” repurchase from the retailer, compared with the overall study average of 39 percent.
Nearly three-fourths (74 percent) of delighted appliance retailer customers say they “definitely will” recommend the retailer to others, compared with the overall study average of 43 percent.
Among delighted customers, the average number of positive recommendations is 4.0, compared with the overall study average of 2.7.
Best Buy (857) ranked highest in customer satisfaction among appliance retailers and performs particularly well in all seven factors contributing to overall satisfaction. Lowe’s (840) ranked second, followed by The Home Depot (839) in third. Overall satisfaction with appliance retailers in 2017 is 838 points, up from 821 in 2016.
Now in its 10th year, the Appliance Retailer Satisfaction Study measures customer satisfaction with appliance retailers by examining seven factors (in order of importance): sales staff and service; store facility; price; delivery service; sales and promotions; merchandise; and installation service. The study is based on responses from 2,822 customers who purchased major home appliances from a multiregional appliance retailer within the previous 12 months. The study was fielded in February-March 2017.