Current Customer Expectations in the Retail Industry

3 min.



Written by:

Cláudia Valente

In the retail industry, customer expectations for customer service are continually evolving. As modern technologies emerge and customer preferences change, companies face challenges in keeping up with and exceeding these increasingly high expectations.

According to a study of 20,000 customers in 26 countries, only 9% indicated they were satisfied with the in-store shopping experience, and only 14% were satisfied with the online shopping experience. This article explores current trends, challenges, and practices that can elevate the customer experience and help companies take advantage of current trends in the retail industry.

Current Trends in the Retail Industry

  • Personalization and omnichannel experiences. Customers expect a fluid and consistent experience across all channels, whether they are shopping in-store, online, through an app, or on social media. Customers want companies to get to know them and offer products, services, and promotions tailored to their needs and preferences.
  • Speed and efficiency. Customers expect quick and efficient answers to their questions and requests. This also applies to solving problems and completing purchases, regardless of the channel used.
  • 24/7 support. Full-time assistance, especially in e-commerce settings, is increasingly valued by customers. Self-service is another trend to consider, as it can facilitate human resources management. Customers appreciate having the option to solve problems on their own via chatbots, FAQs, and portals.
  • Memorable experiences. Customers don’t just want to buy the product — they want a positive and memorable experience that makes them loyal to the brand.

The Challenges of Customer Service in the Retail Industry

  • Meeting increasingly high customer expectations. Keeping up with the latest trends and customer expectations is arduous and demanding.
  • Providing a consistent omnichannel experience. Effectively integrating different service channels can be complex and costly.
  • Personalizing the customer experience at scale. Offering every customer a personalized interaction requires large amounts of data and sophisticated analytical tools.
  • Managing an increasing number of self-service requests. Ensuring chatbots and self-service portals provide accurate and useful answers is demanding.
  • Offering immediate support on all channels. Hiring and training enough staff to handle support requests immediately can be costly.

Best Practices to Improve the Customer Experience in the Retail Industry

  • Effectively train employees. Training employees to deal with customers’ needs empathetically and effectively is fundamental to providing excellent customer service. Retailers should train agents to offer exceptional services that exceed expectations.
  • Invest in technology. Look for a customer service platform that unifies all customer interactions and allows various service channels to be integrated fluidly and consistently. The platform should have innovative technology that enables automated service and data collection and analysis.
  • Personalize experiences and continuously improve. By collecting and analyzing data from the entire customer journey (including customer feedback), retailers can constantly improve service processes and offer relevant products, services, and promotions.

By adopting innovative practices and aligning themselves with current trends, retailers can not only meet but exceed customer expectations. This helps build solid relationships and drive business growth. Adapting to changing customer expectations for customer service is essential to ensuring competitiveness and winning customers’ trust.

GoContact is an omnichannel customer service platform that helps companies provide exceptional customer experiences. We offer a variety of features, including chatbots, FAQs, self-service portals, and much more.

Join the industry leaders! Request your free and personalized demo today.