If youâre like me, you appreciate it when employees go out of their way to help you. Whether youâre shopping for clothes or looking for groceries, itâs always nice to know that someone is there to help. But thereâs always that customer service representative that goes too far - you know, that floor person whoâs really nice but needs to leave you alone.
In todayâs hyper-competitive market, major retailers and small businesses alike are going out of their way to enhance the customer experience.
But how far is too far?
Nordstrom has recently come under fire after the revelation that the company was using wifi signals from smartphones to track customersâ movements in the store. Sound creepy? Thatâs not even the worst part. Although Nordstromâs experiment was only to keep track of customer volume (and stopped in May after customer complaints), other businesses have taken it much further.
Aside from simply tracking customersâ movements within the store, some businesses are able to collect incredible amounts of data. For instance, the store could collect information from your phone that reveals your sex, where you are standing and for how long, and whether or not you eventually make a purchase.
While the use of technology was designed to enhance the consumer experience, it left some people asking, âWhere are the boundaries?â
While all businesses can take advantage of the benefits technology has to offer, how do we balance that fine line between good business and going over the top?
By keeping these 5 lessons in mind, we will ensure that weâre a big help to customers, not their Big Brother.
Know Your Boundaries
Coupled with cameras already monitoring the storeâs perimeters, retail storeâs data gathering struck a minor chord with shoppers. Small business owners need to understand where that âinvisible lineâ exists and avoid crossing or toeing over it.
Whether itâs how often you send out email newsletters or your in-store policies, itâs always important to respect your customers and their privacy.
Experiment First
Nordstromâs wifi method was an information gathering experiment. Instead of implementing a tested or proven method of improving customer service, a controversial method of gathering information was set in play.
Nordstrom did respond well though, halting the experiment when customerâs complained.
Be Aware of the National Discussion
Even if your business stays away from political happenings, itâs always important to be aware of the national dialogue. With so many news stories about NSA programs and wiretapping, the nationwide sentiment against information collection has been hostile.
By being aware of the larger conversation, you can avoid falling into potential pitfalls.
Be Transparent
One of the reasons customers were anxious about Nordstromâs wifi data collection is because they werenât sure what data was gathered and how the data was going to be used. Likewise, if your business collects email addresses or key pieces of information, let consumers know what theyâre signing up for.
Whether itâs a newsletter or monthly coupons, you should always be as transparent as possible with your customers.
Be Prepared to Answer Questions
Having an answer prepared for the most frequently asked questions that customers have about your business will help dispel any anxiety or concern.
While your business might not be investing in research efforts as technical as Nordstromâs, or as creepy as other retailers, itâs important to keep these tips in mind as you seek to improve your customer service.
Remember, you want to be a big help to consumers - not Big Brother.
Nordstrom Photo via Shutterstock