Is better technology the answer to better customer service?

Technology has always been a controversial topic in retail.

In recent years, there has been an influx of futuristic additions to stores, ranging from virtual fitting rooms to biometric payments. A 2019 survey found that UK retailers are among the most high-tech in the world:

• 45% use visual search technology, enabling customers to purchase products by pointing at them with their phone’s camera
• 27% employ voice search technology
• 23% use augmented reality or virtual reality in some capacity

This is great for brands wanting to appear cutting-edge, but is it what customers really want? Research indicates that shoppers have mixed feelings about retail tech:

• Two-thirds of customers believe that technology has improved their shopping experience.
• However, only 30% want more tech in stores.
• Older customers are particularly cautious. Just 2% of Baby Boomers have used virtual fitting rooms, compared to nearly half of millennials.

Keep It Simple

When customers do embrace technology, it tends to be the simpler options. By far, the most popular in-store technologies are self-checkouts and contactless payments:

• The proportion of customers using self-checkouts has increased from 57% in 2019 to 75% in 2020.
• 70% of customers say that self-checkout makes shopping easier.
• 83% of UK shoppers now use contactless payments, accounting for 68% of all debit card transactions.

The message is clear. Customers are happy to adapt, but only if it’s worth their while. Shoppers have embraced self-checkout and contactless payments because they offer tangible benefits. Customers aren’t anti-tech; they simply don’t want technology for the sake of it.

We are always mindful of this when designing VoCoVo products. We have no interest in filling stores with flashy gadgets that don’t improve the customer experience. Everything we do is focused on providing the smoothest, most efficient service possible. Here are three examples of retail technology done the right way:

1. Headsets

Our headsets embody simplicity. Instead of cluttering them with unnecessary features, we’ve focused on excelling at one thing: improving in-store communication. This makes life easier for both colleagues and customers alike:

• Colleagues can check stock and find product information at the press of a button. If you're unable to answer a customer’s question, there’s no need to keep them waiting while you search the store for an answer. By streamlining communication, we can reduce unnecessary walking by 1.4 km per shift.
• The headsets are hands-free, allowing colleagues to talk and work simultaneously. They can answer questions while continuing to perform manual tasks, saving your store 105 minutes per day in wasted time.
• Telephony integration lets colleagues take external calls from the shop floor. Customers are spared the frustration of being put on hold, and colleagues can answer calls without interrupting their work.

Find out how we measure efficiency savings.

2. Call Points

The concept behind our call points is equally simple. While headsets are about connecting colleagues, call points are about involving customers in the conversation:

• Customers can use call points to contact colleagues without needing to search the store or join the main queue.
• Colleagues can respond via their headsets, either answering the customer’s question or letting them know that help is on the way.
• Call points are fully modular, making it easy to move them around the store. Call point usage is tracked, so you can compare their effectiveness in different locations.
• Call points can be placed on customer service desks during quieter periods. This frees up colleagues to assist customers on the shop floor, rather than being tied to one location.

3. Keypads

When it comes to in-store communication, checkout colleagues are often left out of the loop. Checkouts are frequently in separate areas, forcing colleagues to rely on inefficient tannoy announcements when they need help. Even minor issues, such as an expired till roll, can result in a long wait or a long walk. In either case, the outcome is longer queues and frustrated customers.

We believe that checkout colleagues deserve better, so we came up with an innovative solution. Our keypads are the perfect example of a simple idea that makes a significant difference:

• Checkout colleagues can call for help at the press of a button. They simply select the relevant category on the keypad to send an automated message to all nearby headsets.
• This message notifies floor colleagues of the nature and location of the issue. If further information is needed, they can call back and speak directly to the checkout colleague.
• Checkout colleagues can continue to serve customers while waiting for assistance, ensuring that queues don’t become unmanageable.

Technology can be a great asset, but only when used correctly. The key is not more technology, but better technology. That’s why every feature of every VoCoVo product is designed with customer service in mind. Speak to our team for more advice on making technology work for you.