What a difference a name makes
New research carried out in three countries has found that in retail businesses, something as simple as wearing a name badge can make a huge and immediate difference to customer satisfaction levels.
The study, carried out by mystery shopping and customer experience company Shopper Anonymous, found that when a range of retail businesses introduced name badges for all staff, customer satisfaction ratings rose by a remarkable 12% almost overnight, in comparison to those retailers that didn’t require staff to wear badges.
The figure came out of the study of 116,000 mystery shopper reports carried out over the last eight years in the UK, Australia and New Zealand by independent research experts.
Customers wanted staff to be wearing badges so they could distinguish between staff and other customers if uniforms weren’t being worn and said they trusted staff wearing name badges and were more likely to build up a relationship conducive to making a sale with someone who wasn’t.
Making sure your employees are easily recognisable can also help to create a warm, friendly and professional atmosphere within your store.
John Bancroft, managing director of Europe’s largest name badge manufacturer, Badgemaster, thinks the choice of design is also an extra opportunity to help boost the retailer’s brand.
“In the current economic conditions customer service has never been more important and it is very rare to go into a quality establishment these days and find that staff are not wearing name badges,” commented John.
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