Stephen LynchNew research from Wharton "Discovering 'WOW' – A Study of Great Retail Shopping Experiences in North America" identified the top 5 factors (in order) that drive great customer experiences and positive word of mouth recommendations.

While this research focuses on the retail industry, the lessons it contains are valuable for all businesses:

1. Engagement with the customer

Polite and courteous frontline staff; staff who genuinely acknowledge, listening to, and want to help the customer. (The study clearly showed that hiring the right people is the critical factor in being able to create a "Wow" customer experience)

2. Execution

Staff who are knowledgeable, who patiently explain products to customers and advise the right solution; staff who help the customer find what they are looking for

3. Brand Experience

Consistent product quality; make customers feel special; having an exciting store design and atmosphere. (Shoppers reported "mall malaise" and boredom with the similarity of store formats from major retail chains)

4. Speed

Speedy check-out lines; proactively help speed the purchase process. (Many people, especially women, no longer approach shopping as a pleasant task – most shoppers are trying to get lot accomplished in a short period of time)

5. Problem Recovery

Resolve and fairly compensate the customer for any problems. (Fewer than 1 in 10 customers said they felt fairly compensated or that a store representative automatically resolved a problem. The research shows it is important to have a clear, simple problem resolution process – and frontline staff must "own the problem" and not pass it off)

Regardless of your industry, RESULTS.com can work with you to help create and systemize a "WOW" experience for your customers.

Stephen Lynch
Chief Operating Officer
RESULTS.com