Customer satisfaction with retail stores tends to hit a low point between 6 p.m. and 8 p.m. daily, according to a recent study released by HappyOrNot. During these hours, the average global satisfaction score drops to 90%, compared to its peak of 95.9% between 7 a.m. and 8 a.m. In-store congestion and customers who are fatigued from their workday are major factors contributing to this decline in satisfaction in the early evening hours.
HappyOrNot collects data from customers through in-store terminals where they can rate their experience on a four-point scale. The research analyzed 57 million customer feedback responses globally to calculate satisfaction scores as weighted averages. Sundays tend to have the lowest daily customer satisfaction score at 90.2%, while the peak days for customer satisfaction are Tuesday and Wednesday, each earning a score of 92.4%.
Tim Waterton, the chief revenue officer at HappyOrNot, emphasizes the importance of elevating customer experience during hours that typically see lower satisfaction levels. Waterton states that getting the store strategy right throughout the day and week is crucial for maintaining high levels of customer satisfaction. Retailers often operate with smaller crews during slower hours, which can limit associates’ ability to replenish shelves. This leads to reduced product availability by late afternoon, frustrating customers who just want to make a purchase and head home for dinner.
Even in well-staffed stores, customer experience can fall short during off-peak hours. Waterton highlights the dynamic nature of store operations and stresses the importance of having the right people handling the right tasks to ensure a great customer experience throughout the day. Determining the appropriate associate-to-customer ratio for a given period requires data analysis, allowing store operations managers to optimize the customer experience by dynamically reassigning staff as needed.
Miika Mäkitalo, CEO of HappyOrNot, emphasizes the importance of treating all staff equally well, regardless of their employment status. The dip in customer satisfaction on Sundays can be attributed to a higher prevalence of junior employees compared to weekdays when the main crew is typically working. Providing support and proper training to less experienced associates can significantly improve weekend customer experience.
Overall, retail customer satisfaction is on a modest upward trajectory, according to HappyOrNot. The average customer satisfaction score in 2024 was 91.8%, up from 91.5% in 2023 and 91.4% in 2022. As retailers navigate the challenges of fluctuating customer satisfaction levels throughout the day, focusing on strategic staffing and customer-centric strategies can help ensure a positive shopping experience for all customers.
