Addressing the Disconnect Between In-Store & Contact Centre Customer Service in Retail

The lines between physical and digital shopping are blurring in today's retail landscape. Consumers expect seamless experiences across multiple channels – whether they're browsing products on their phones before purchasing in-store or checking out items in-store to buy online later.

However, significant gaps often exist between the in-store service and that offered via contact centers, as they are often considered two very separate functions.   

Understanding the Silos: The Gaps Between Employees 

Studies show that up to 49% of companies struggle with breaking down silos when serving customers through various channels. While contact centers invest in integrated solutions like CRM systems and AI tools to support their agents, these employees often lack detailed product training. Conversely, in-store staff receive extensive product training but may lack the knowledge of broader issues such as delivery and ongoing product quality issues. This disconnect results in disparate customer experiences across touchpoints when consistency is key. 

Why the Employee Gap is a Problem

To thrive, organizations must adopt a holistic 'customer-first' approach, ensuring all customer-facing staff is equally equipped with training, guidance, and tools. Viewing contact center agents and in-store representatives as separate entities ignores their shared goal: delivering excellent customer service. 

Merging the Customer Experience Across Channels 

1. Provide Uniform Training 

All customer-facing employees should receive comprehensive training on emotional intelligence, brand ethos, and product knowledge. This ensures everyone can handle complaints, guide customers to the best products, and deliver consistent service regardless of the channel. 

2. Empower with Technology 

Equip in-store staff with tools and platforms used by contact centers, like inventory management systems and CRMs. Mobile-ready interfaces enable quick access to necessary information on the shop floor or at a desk. Ensure that contact center staff have access to extensive product information and easy points of escalation to support customers the first time of asking.  

3. Foster Collaborative Growth 

Create a unified team by encouraging collaboration across all customer-facing roles. Conduct regular cross-channel meetings to share insights and strategies to enhance the customer experience. This strategic alignment drives innovation and cohesive company culture. 

4. Integrate Customer Feedback 

Gather and integrate customer feedback from both in-store and contact center interactions. Use this data to continuously refine and improve service delivery across all touchpoints. 

5. Real-Time Data Sharing 

Implement real-time data-sharing solutions to ensure that both in-store and contact center teams have access to the most current information. This enhances response times and accuracy in customer interactions. 

6. Maintain Unified Customer Profiles 

Develop unified customer profiles that are accessible to both teams. This will personalize the customer experience and ensure continuity across different channels. 

Align Your Teams for Better Customer Service 

In-store and contact center interactions can be integrated to provide seamless, consistent, and efficient customer experiences. By aligning training, technology, and teamwork, retail businesses can bridge the gap between in-store teams and contact center reps, ensuring every customer interaction is positive and professional. The more effective you are at aligning your teams, the more your customer satisfaction rates will grow. 

Partnering with an outsourcing expert like The DDC Group for your contact center can significantly enhance your customer experience strategy. Benefit from their extensive market exposure and specialized customer experience (CX) expertise.