Exploring the impact of targeted communication on customer experience: A natural experiment

Abstract

The decision-making process of consumers often remains a "black box," influenced by a myriad of factors driving their choices. This paper shows how well-targeted communication can enhance customer experiences. By utilizing specific intercom announcements to encourage customers to seek staff assistance, the study assesses how this proactive engagement might improve the perceived quality of the shopping experience. The experiment specifically explores whether targeted communication can mitigate customer dissatisfaction arising from product unavailability or lack of suitable alternatives, a common issue known as the "out of stock" problem.

Our findings reveal that this communication strategy significantly enhances customer experiences, demonstrating its effectiveness across diverse consumer segments. This research contributes to the existing body of literature on consumer decision-making and communication by offering a practical approach to elevate customer experiences through strategic communication. The experimental design and methodology employed in this study provide a nuanced understanding of how communication impacts customer satisfaction, presenting valuable insights for marketers and businesses focused on boosting customer satisfaction and loyalty.

By bridging the gap between theoretical frameworks and practical applications, this study underscores the critical role of targeted communication in resolving common retail challenges and improving overall customer engagement. The implications of these findings suggest that businesses can substantially benefit from implementing such communication strategies to foster a more satisfying and loyal customer base.