Discovering WOW

I want to share a very interesting study conducted by Wharton's Jay H. Baker Retailing Initiative together with Verde and the Retail Council of Canada entitled "Discovering "WOW" - A Study of Great Retail Shopping Experiences in North America”. It was the sixth year of these groups tying up to analyze and study the state of shopper satisfaction in North America. The results are actually very revealing.

Wharton and the Verde Group, a Toronto based retail research and consulting firm, came up with the description “WOW” to define unique customer experiences that far exceeded their expectations. What was interesting was that, according to Wharton research, 35% of customers have had a “WOW” experience in past couple of months of the study. This may be attributed to a major shift of retailers to provide more value and better customer experiences in order to get retain or increase market share amid the recession.

According to the study, there are five major areas that contribute to the “WOW” effect.

Engagement: being polite, genuinely caring and interested in helping, acknowledging and listening.

1. Executional excellence: patiently explaining and advising, checking stock, helping to find products, having product knowledge and providing unexpected product quality.

2. Brand Experience: exciting store design and atmosphere, consistently great product quality, making customers feel they're special and that they always get a deal.

3. Expediting: being sensitive to customers' time on long check-out lines, being proactive in helping speed the shopping process.

4. Problem Recovery: helping resolve and compensate for problems, upgrading quality and ensuring complete satisfaction.

Another interesting result of the study was the high percentages garnered by customer interaction with employees. 63% mentioned the highly enjoyable experience provided by very polite and courteous employees and another 55% who were please by the fact that employees were highly knowledgeable and helpful.

Other significant analysis of the results show that majority of customers brand experience are shaped by store design and atmosphere, consistently great product quality, making customers feel they're special and the sense that customers always get a deal.

Paula Courtney, Chief Executive of the Verde Group, also talks about the ability of retailers to resolve a problem is a key contributor to shopping experience. The ability or inability of frontline staff to immediately deal with the customer’s complaint will often shape the latter’s feelings toward the brand. The solution, according to Paula, is problem empowerment. Empowering employees to solve basic problems as well as giving them ownership of simple solutions will allow them to immediately assuage customers.

I think the survey shows that, even in a down economy, it is possible to improve significantly shopping experience without expensive new investments. Just a simple attitude readjustment as well providing motivation and empowering our staff will greatly contribute to generating a “WOW” effect.

Paula concludes by saying, “even in a challenging economic environment, retailers are able to deliver a wow experience if they plan to provide the basic elements of a great shopping experience. "Despite shortages of resources and store closings, it is still possible to delight and surprise"

I want to time out to congratulate the senior management, officers and staff of Qualfon Philippines led by their CEO, Mr. Alfonso Gonzalez, Joslyn Canon, HR and Admin Manager, Cris Pascua, Senior IT Manager, Deo Abello, IT Manager, Alfie Torres, Operations Manager, Hannah Tse, Quality Coordinator, Charlz Luther Manuel, Training and Nesting Supervisor, Marie Natalie Mamites, Kethrin Labrague, Michelle Aquino, Ryan Ignacio, John Llesol, Faye Mutia, Levi Junio, and Aileen Caña, Shift Managers on the grand opening of their new facility yesterday.

It seems like only yesterday when Qualfon Philippines set up operations with just 150 employees. Now 3 years later, the company now employs 1500 people and is slated to expand and swell this number to 2500 at the end of the year. Qualfon’s opening its only BPO facility in Asia in Cebu is a fantastic boon for Cebu. Thank you for believing in Cebu and Congratulations.

Let’s follow the examples of these ordinary individuals as they strive to make a difference. Each week, lets all get together and share knowledge, stories, experiences, information, all for the sole purpose of getting One Step Up.

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