Guess what. Customer service is NOT necessarily the most important driver of sales.
That might sound strange coming from someone running a Mystery Shopping company, but I see it time and time again. Companies focusing on the wrong things.
Sure service is important, but it’s also important to ensure that:
1) your products are on the shelves
2) the promotions are correctly displayed, and
3) that the product is recommended.
Our research shows that on average there are 53 item categories missing in a single big box grocery store.
We’ve also found that on average there are 13 categories missing from the dairy section alone.
As for recommendations, we recently did a study for a manufacturer distributing in a hardware chain, and found that their product was first recommended 31% of the time. Sounds OK, except they only have one competitor.
For complex products, consumers will still lean heavily on the recommendation.
If the product is not there, or not recommended, you’ve lost before you start.
Ask the right questions and discover the truth.