Human contact never goes out of fashion

American billionaire Rick Caruso owns some of the busiest and most profitable shopping centers in his country. Their architecture reproduces the atmosphere of friendly city centers with ponds, grassy areas for picnics, terraces and even a tram.

Ten years ago, I attended a conference by the businessman who was worried about shopping centers becoming “anachronisms,” but not for the reasons you think. It had nothing to do with online commerce. Humans need to socialize so much, he said, that Amazon and other websites will never kill stores.

In his view, retailers and shopping centers are causing their own decline by not creating enough exciting experiences for customers.

In this era where we can buy everything online, it is very true that we must give customers reasons to go to the store. Even more so now than in 2014. It may seem cheesy, but the quality of human contact remains a key factor in creating a pleasant experience and good memories, as demonstrated by the WOW Index designed by Léger. Published for 14 years, this index measures the quality of the customer experience in Quebec stores.

Some brands still manage to impress, to surpass expectations.

This is the case of Nespresso, at the top of the list. This result hardly surprises me. Employees greet customers as if they were picking up a Porsche. We make them feel important, we offer them products and above all, we grant them a rare commodity: time. So much so that we often see queues in front of the entrance even though the capsules can be purchased on the web and delivered to your home.

Human contact creates relationships that make all the difference. The high scores of Yves Rocher, Lindt, Imaginaire, Claire France and the Société des alcools du Québec demonstrate this, as my colleague Nathaëlle Morissette wrote. Customers appreciate the sound advice and little touches. But it takes more to exceed expectations. Commerce must be pleasant, stocks must be on site, prices must be fair.

It is not a question of financial means or international notoriety. In fact, of all the companies, the one that stands out the most from its competitors is Chaussures Pop, a relatively modest local brand. Its score (87) is well above all other shoe retailers, with Browns having 69 and Aldo having 62.

The franchisee of Saint-Georges, in Beauce, David Lacasse, attributes the performance of the brand to the fact that it is owners who take care of their stores, and not managers. “In rush periods, I am on all fours and I sell boots! » He is also involved in his community by supporting the hockey club and the hospital, he told me, which makes a difference for customers.

If there is a place where human contact matters, it is in a pharmacy. Pharmaprix obtains the worst score in its category, because Quebecers judge that the close relationship with pharmacists is less satisfactory there than elsewhere.

Crowded, but disappointing

Businesses with pitiful ratings can still be very popular, Léger’s study also reveals. Take Sephora. It’s always crowded, everything is done to allow customers to test the products, we offer you a gift on your birthday, we even do your makeup for free.

However, in its category, Sephora obtains the worst score (79), which compares to 96 for Yves Rocher, which sits at the top. Bath & Body Works follows closely with 93.6. Léger notes that the scores are “phenomenal among 15-34 year olds,” but low among older clients. At the slightest wrinkle, women would be shunned by the employees, in short. Embarrassing.

The same phenomenon is observed with Maxi. Market shares have grown according to NielsenIQ, thanks to inflation, but the brand has the lowest score (64) among the major grocers. No other chain provokes so much discontent because of the waiting time at the checkouts. Obviously, its prices make up for it.

And what about Zara? With its minimal score of 46, the Spanish fast fashion giant comes in 227^e place in the ranking… out of the 228 businesses evaluated. However, there is no shortage of customers! It is mainly criticized for the lack of service, the signage in stores which makes products difficult to find and the waiting time at the checkouts. In addition, it is difficult to properly identify employees.

The last one is Boom liquidation, a Quebec company which, as its name suggests, liquidates disparate stocks at low prices. It ranges from toys to clothes to food to makeup. You can’t say it’s clean and tidy. It’s unsettling the first time. The focus is on one thing: prices, which is legitimate. But customers would appreciate a clean-up.

Still challenges in hardware

Speaking of low prices, Canac is the ultimate proof that you can be both affordable and enjoyable. Once again this year, the Quebec hardware chain comes in first place in its category with a score that clearly stands out (86) for all of its work, but its low prices in particular. “Canac, it’s crazy. The comments are very positive,” comments Hélène Crépin, Vice-President, Consumer Affairs at Léger.

With the exception of Patrick Morin (77), another medium-sized brand born in Quebec, the other hardware stores are doing quite poorly. Of the 228 retailers evaluated, Réno-Dépôt ranks 211^e rank. It is criticized for its service, the lack of availability and support of employees, as well as the prices. It is not a surprise.

It is not easy for hardware retailers to respond well to customers who have 1,000 disparate and technical questions, but Canac’s success demonstrates that it is possible for this industry to do better.

As the popularity of Amazon, Temu, Shein and others explodes, it is still surprising to see how customer experience is often neglected in stores. We can also see this laxity as the catalyst for online shopping. Either way, we can prevent businesses from becoming anachronisms, and human contact is too valuable to sit idly by.

What is good customer service?

The Press asked four experts to summarize what constitutes excellent customer service in a business.

Jean-Luc Geha
Professor and associate director of the Sales Institute at HEC Montréal

Exceed expectations

“The basic principle is to exceed customer expectations. This is what creates the wow effect. Obviously, we have to put this in context. If we go to Dollarama, expectations are lower than those at Saks Fifth Avenue. The employee must be empathetic, know how to ask questions and know the products. »

Manuel Champagne
General Manager of Détail Québec

Be reliable and honest

“It’s a reliable, honest and consistent service. Reliability requires honest advice, from an employee who knows his products well so that the customer has confidence. When a customer asks a question, you need the right, honest answer the first time. »

Lili Fortin
President of Tristan, first in the “unisex clothing” category

Adapt to your customers

“You have to adapt to the needs and pace of the customer, see if they are in a hurry or scouting. There is no single formula. You have to adapt to the mood, to the client’s state of mind, to ask yourself whether to be efficient or to be in inspiration mode. »

Louis Fabien
Retired professor from HEC Montréal specializing in customer experience

Be available

“It’s about welcoming the customer who arrives without necessarily asking them if they need something, but by telling them that we are available. You also need to know how to answer the customer’s questions. The idea is to take care of the customer from start to finish so that they feel listened to and supported. »