New research has confirmed once again what we all know to be true—having friendly and reliable customer-facing employees is a sure-fire route to increased sales.
It’s no surprise to hear that customers are more likely to buy from friendly and knowledgeable employees, but it may surprise you to hear just how big a difference the quality of your employees can make on sales performance.
According to new research carried out by customer-value specialist Connection, friendly, knowledgeable staff make customers nearly four times as likely to buy your product than they would otherwise be.
This result highlights the importance of getting your HR policies and practices right—bringing in people of high calibre and investing in training to ensure they make the greatest possible contribution to the success of your business.
The research also points to surprisingly poor results for a number of familiar marketing approaches. Introducing a loyalty card scheme actually reduces customer satisfaction from a benchmark average, while celebrity endorsements are reported to be deeply unpopular, scoring 58 percentage points below the benchmark.
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