5 Things Customers Want From You
Posted by Aaron S. on April 3, 2019 in Retail Focus

Customer satisfaction—what does that really mean? Over time, what satisfies a customer has shifted dramatically. Years ago, customers simply wanted a good product for a reasonable price and were willing to accept something close if they could get it right away. Today’s customer has a whole new set of expectations, and those expectations leave little room for error. Listed below are a few suggested focus areas for delivering what a customer wants:


  • A personalized experience. To create a personalized experience, you need to have a knowledgeable staff of employees who are seen by your customers as a trusted resource. Train them to ask specific questions to discover what each customer is looking to accomplish during their visit. Your employees should be focused on resolving that specific need for each customer. By making this a priority, your team will deliver a unique experience tailored personally to each customer.
  • Seamless integration between online and in store. If your business has an internet presence, it should have the same look and feel as what you are offering in store. Your customers should view your website as an extension of your physical location. A great way to make this connection is to share online how to locate the viewed item when the customer visits your store. This allows your customer to complete research online and easily find the item if they choose to come into your store to make a purchase.
  • Mobile interaction is a must. Customers are using mobile technology more than ever before. Having a mobile tool that allows your customers to easily research your products before they buy is a convenience they will appreciate, but researching items is not all they want.  Customers want to be able to make purchases whenever and wherever they want. Having the ability for your customers to make a purchase using their cell phone or tablet is critical to staying relevant in today’s retail. Convenience is no longer a luxury—it has become the expectation.
  • Feel connected to your business. Customers look to find shared values with companies they do business with. It is important to be transparent, share your values, and let customers know what your company stands for. Customers are looking to support businesses they can be proud of. Customers are also looking for businesses that are involved in the local community. By supporting the community, your business can show through action that you care about what happens and are willing to help when needed. Your customers will reward this loyalty with loyalty toward your business.
  • Satisfaction guaranteed. Ultimately, customers want to be happy with the experience you provide as well as the products or services you sell. We already touched on experience, but what about products and services? Trust is very important and a big part of satisfaction, so be sure to stand by your products. If something goes wrong, go above and beyond to make things right. Make the experience memorable in a positive way, and it could become the reason they come back time and time again. The adage “the customer is always right” really applies here.    


Providing your customers with an experience they want is a good start to accomplishing true customer satisfaction. The second and most difficult part is to provide that same great experience to every customer every time. Being consistent is what turns a good company into a great business.

Aaron S. is our Retail guru
Aaron joined Acuity in 2017 as our Retail Specialist—bringing with him almost 30 years of experience in a broad range of retail. He started his career stocking shelves in the seasonal department at a local retailer. A few years later, Aaron transitioned to a gas station/convenience store, where he worked second shift while getting his degree in organizational communications from the University of Wisconsin-Eau Claire. It was during this time he made the move to the loss prevention and safety aspect of retail. Over the next 25 years, he worked in various retail segments, including video games, cosmetics/skincare, hardware/appliances, pharmacy/grocery, and clothing. Aaron held several positions during this time, including District Loss Prevention Manager, Regional Loss Prevention Manager, Regional Compliance Auditor, and National Manager of Loss Prevention and Operations. Outside work, Aaron likes to spend time with his wife (who has also worked in retail for over 20 years) and their twin teenage boys. They enjoy being outdoors on the water, fishing, and camping. As the Retail Specialist, Aaron’s goal is to enhance the partnership between retailers and Acuity by showing retailers that an insurance company can be a supportive resource and that Acuity truly understands their industry.

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Posted By: Aaron S. on December 5, 2019 in Retail Focus
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