Studies conducted by J.D. Power and Associates, mentioned in Marketing Daily, show that overall customer satisfaction with the wireless retail sales experiences has steadily decreased since 2006 and has reached its lowest level since 2005. Power’s measured overall customer satisfaction based on four factors: sales staff, store display, store facility, and price/promotion. Approximately 51% of those surveyed said sales staff was the most important factor of overall customer satisfaction. Those surveyed felt that sales associates did not posses enough knowledge about the products being offered.
With highly technical products, customers look to sales associates for guidance and recommendations therefore it is extremely important in the wireless retail industry for sales associates to stay up to date with product offerings.
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