By Frank Beard
According to a 2016 report from Deloitte, 66% percent of consumers say they prefer a self-directed shopping journey—up from only 30% in 2014. And when issues do arise, many prefer to solve their own problems. A recent article in Harvard Business Review says 81% of customers across all industries attempt to take care of matters themselves before reaching out for assistance.
This raises an important question: What should customer service look like in today’s stores?
At the broadest level, I’ve noticed two fundamentally different approaches taken by retailers. The first—which is common at some big-box stores—is to assume that more is more. I also think this approach is a mistake.
Consider my recent experience at an electronics retailer. I rushed inside to replace a micro-USB cable that suddenly went missing, and I was asked by no less than five employees if they could help me find something. This was well-intentioned, but it was also rather annoying.
Lately, I’ve also gone through the checkout line at grocery stores and been asked questions about my plans for the day. That’s a reasonable question when coming from people who possess a certain level of familiarity, but it’s just awkward when asked in a scripted manner by someone I’ve never met.
The second approach—and the better one, in my opinion—is to step back and facilitate a self-directed customer experience. Use customer service strategically. Make it genuine, authentic, and intervene at the right time.
This strategy is already being used successfully by many convenience retailers. Here are two examples.
1. QuikTrip
According to GasBuddy’s recent list of the top-rated convenience stores in each state for customer service, QuikTrip was the top-rated brand in six states—a feat matched only by Wawa, who also captured six states.
This came as no surprise me. I’ve visited QuikTrip locations nationwide, and I’m frequently wowed by their approach to customer service. Not only do they go above and beyond whenever any problems arise, but there’s always a sort of determined energy inside the store—as if they’re working on behalf of customers to provide the most efficient experience possible. If a line begins to form, employees will take payment for two people at once. If it continues to grow, someone else will come over to help. They greet you with a simple “welcome to QuikTrip” upon entering, but not in a way that interrupts the experience. It’s like the nod of a head—a simple, but welcoming acknowledgment of your presence.
Outside of the store, I often notice employees power washing the parking lots or removing oil stains. It’s the same attention to detail that makes QuikTrip one of my go-to stops for clean restrooms.
Named #68 on Fortune’s 2017 list of the 100 Best Companies to Work For, QuikTrip has also retained numerous long-term employees. At one of my favorite locations, the manager knows many of the customers on a first-name basis.
2. Kwik Trip
Although Kwik Trip has also taken steps to enable a self-directed customer experience—such as the introduction of Franke’s touchscreen-based espresso and hot beverage machines—they really shine when it comes to the strategic use of customer service strategies.
“Would you like to try a sample of pizza,” said an employee during a recent visit.
They have a wide assortment of delicious food, but I realized that I’d never tried the pizza. I eagerly reached for a bite. It was fantastic, and I told her so.
“Here,” she said, handing me a second sample, “I think you need another one. I won’t tell anybody.”
This is just one example of many, but whether they’re handing out samples or assisting with a substantial issue, Kwik Trip excels in stepping in at the right moment in a way that feels personal rather than scripted. Every store that I’ve visited has the atmosphere of small-town gas station where everyone knows each other.
Frank Beard is a regular NACS Daily contributor who has traveled to more than 1,000 convenience stores in 24 states. He raised awareness of the industry's healthful food options with his "30 Days of Gas Station Food" experiment, and he's an analyst/evangelist for convenience store and retail trends at GasBuddy. Follow Frank on Twitter at @FrankBeard.