Service is much more than just a reaction to problems today. He has become a strategic promise that is an emotional anchor for the binding of customers: inside and has thus developed into a powerful differentiation factor.
Trust as a new currency
At a time when the entire industry is struggling with uncertainties-from delivery bottlenecks to global conflicts to resource, material cost crises becomes one more and more: trust has become one of the most important aspects. It is no longer enough to offer only good products or attractive prices. Real loyalty arises from relationships that are cultivated and consolidated – and this is exactly where the service comes into play.
Dr. Markus Alt is Managing Director of Accenture Song Service and is responsible for the service business in Germany, Austria and Switzerland. With over 20 years of experience in strategy and transformation counseling, he accompanies companies across industries in the digitization of sales and service as well as the development of innovative business models. Alexander Quicker heads the advisory service at Accenture Song Service. With more than 15 years of experience, he supports companies in transformation their customer service.
The importance of service for private customers
How important a well -functioning service for private customers is: inside or. A recent study by Accenture shows how daunting bad dealings with the concerns of the customers can be: 43 percent of consumers: At least one frustrating or upset service experience has been made inside. The consequences for the companies and brands are drastic.
Bad service undermines brand loyalty and trust – two values that are essential, especially in times of crisis. Even a single bad experience can lead to customers: switch to the competition inside. Accordingly, it is not surprising that only 32 percent of those surveyed believe that customer service has improved in the past five years.
There is also a great opportunity in this challenge: because the fashion companies, which are now characterized by excellent service, will make the difference and clearly stand out from the competition – regardless of product quality or price.
Service must be thought new
In order for this to succeed, companies have to re -evaluate service. Many companies still often consider service as a pure “problem channel”, as a limitation of damage at the end of the Customer Journey. A channel that only becomes “active” when something goes wrong – be it a lack of quality, a return or a change of change – so the way of thinking. For Modekund: Inside, this often means: effort, frustration, waiting times and confusing processes. So service does not have the chance to be experienced as added value, but remains announced for many: inside.
A good example is the return service in online trading. Customer: Inside, clothing often order in several colors or sizes to find the right one. However, if the return process is made more difficult by complex processes or poor service, even the best product or the cheapest price becomes irrelevant-the poor service becomes a co-criterion.
The expectations of generation z
The young generation Z in particular has a special focus on good service. For them, according to the survey, it is always more strenuous to be known. This is a wake -up call for the fashion industry. The effort that is often necessary today to solve a problem contradicts the comfort that the customer awaits. Already 87 percent admit that a single bad service experience can completely dissuade you from a brand.
Service as a thread in the brand experience
How can the fashion industry meet this need of customers and convert its own service in such a way that it is no longer seen as a necessary evil and optional add-on, but rather as a decisive factor for brand loyalty, long-term success and competitiveness? Service should be the red thread that is announced: accompanied by the entire brand experience – whether at a trading company or a fashion brand.
A new understanding of service
This requires a new perspective and a new understanding of service in the fashion sector:
- Customer: not simply supervise inside, but proactively inspire
- Not only solve problems, but anticipate wishes
- Not only answer questions, but offer inspiration
- Not only react, but act individually and empathically – as much or as little as the moment requires
- Different target groups, different expectations
Especially in the fashion industry-from fast-fashion providers to the sustainable luxury label, from second-hand platforms to specialized niche brands-the requirements for service are as different as the customer: The central question is therefore: Who are my customers: and what do they really need? This knowledge is the central basis of every successful service and innovation strategy.
An empathetic, smart service can not only strengthen enthusiasm for a product, a brand or a company, it can enable it in the first place. Maybe someone will come because of a sweater – but stays because of the special attention, the inspiring experience or uncomplicated service. Perhaps you do not tell your fellow human beings about the great product quality of the new sweater, but about the great experience in service or visiting the store. This is how buyers become multipliers from buyers who like to return.
The power of innovative service
In the fashion sector in particular, an innovative service has the strength to arouse desires that go beyond the original needs. This applies both to online shopping and the inpatient experience-and above all to the connection of both worlds.
An example: someone discovers a piece of clothing online or in a series, informs himself digitally, reserves several sizes in the store to try on – and combines a visit with a stroll through a city or a meeting with friend: inside. A really good, modern service ensures that all these steps merged seamlessly and the entire experience remains pleasant. This is exactly where the great opportunity lies: enthusiasm arises when service no longer only solves problems, but creates a real experience. And that – so much is clear to every player in the fashion sector – the currently stored structure of the service must change fundamentally.
In a world in which products are becoming increasingly similar and more comparable, the service is becoming increasingly important as a differentiation feature. Almost half of all interviewed people said that good service influenced their purchase decision – and for 15 percent it is even the decisive criterion.
New technologies, new possibilities
Thanks to the latest technologies – such as the use of artificial intelligence – new options open up in the service of the fashion industry. This is how customers can get support around the clock today via their preferred channel or receive personalized offers exactly if they are used the most.
An example: With the help of AI, an individual size recommendation can be calculated from the purchase history, information about fit and brands. This makes it easier for customers: to find the right size directly – ordering and returning several sizes are much less necessary. Chatbots also develop: Modern AI-based systems can not only answer standard questions today, but also offer real advice-almost as if you are talking to employees in a shop.
If you are looking for a certain leather jacket, for example, you no longer only get general information, but get targeted suggestions that meet the desired style. Service becomes an experience designer from a pure problem solver and the strategic pillar of every fashion brand and every fashion trade company. The targeted use of AI can not only support this development, but also sustainably improve the entire service quality. At the same time, the challenge of using new technologies is sensible and with a tact, because implementation is not yet possible everywhere.
The fashion market understood the importance of AI and Co. for the company’s success, but currently does not consistently implement it. Chatbots and other technologies unfortunately only scratch the surface, what the customers can get to. Only 18 percent of them state that their service experiences have improved significantly through technology. Even more critical: 35 percent even fear that AI will worsen the quality of the service in the future.
Technology in service: take advantage of opportunities – master challenges
What is actually intended as a smart help and technological supplement in the service can quickly lead to frustration if implemented. The good intention to implement technology “because everyone does it” is not enough. The fashion sector must tackle the technological renovation of the service with tact, humanity and real relevance for the shopping experience.
Technologies have the potential to rethink the service for customers. At the same time, they enable companies and brands to position themselves more efficiently and use their resources more targeted in the sense of their customers. Just as the design of a garment is carefully designed in order to reconcile function, aesthetics and emotion, it must also apply to the service in the future.
An equally conscious and well thought -out design of service is required – with a clear target group orientation, suitable processes and consistent experience quality across all touchpoints. Every measure – from the range design to cross -channel services to the use of AI – is based on this basic knowledge.
Service is the promise of a fashion brand or a fashion trade company to its customers: inside, to be there for you, in good and in difficult times. Service is the Knackpunt, which can decide whether to become a fans from buyers: inside. And from fans real brand ambassadors: inside. It is time to implement this knowledge into suitable measures.