Customer satisfaction and loyalty are the holy grail of every business. In today's competitive world, customer loyalty can give businesses a competitive advantage needed to win over the competition – so they are going all out to please customers in every way possible.
To give a better sense of direction to companies, especially those involved in selling cell phones and tablets, J.D Power has conducted a study, “J.D Power 2014 Wireless Purchase Experience Full-Service Study,” that looked at responses collected from 10,079 wireless customers across different cities.
A key finding of this study is that satisfaction was significantly higher among customers when the sales representative demonstrated a cell phone or tablet device as opposed to those who did not receive a demonstration.
Furthermore, this satisfaction lead to loyalty – since customers are likely to visit the store again for future purchases. Out of the surveyed customers, more than 46 percent who viewed a demonstration have said that they will “definitely” visit the store again for future purchases. This result goes to show the need for retail distributors to educate their employees about the benefits of demonstration.
Other key findings of the study show that 66 percent of people buy in a store, 24 percent from an online site and the remaining ten percent through the call center of their respective carrier.
Out of those who purchase from a store, 61 percent have said that their sales representative demonstrated the device or explained the features of the device that helped them to make a better purchasing decision.
Aside from the wireless retail setting, this study shows the importance of demonstrating a product to prospective customers and the need for more companies to find ways to adapt this strategy as a part of their marketing efforts.
Edited by Stefania Viscusi