Retailers and other businesses are putting more importance on technology than before

Posted by Justin Hesser on June 27, 2012

The customer is always right is an adage for a reason – its emphasis on pleasing the customer is something that is paramount of businesses. That being said, companies will often do what they can to ensure customer satisfaction. According to a recent poll by CompTIA, a nonprofit research association for the IT industry, technology has taken a major role in the way businesses judge and ensure customer satisfaction.

According to the survey, 72 percent of retailers rate technology as important to their business. In addition, 63 percent of retailers expect to increase IT spending in 2012. Larger retailers also expect to boost IT budgets by almost 5 percent in the next year, with most others only planning roughly 4 percent.

Respondents say that promotional announcements and other direct engagement with customers are the most favored uses of technology.

“One reason for the strong interest may be in response to ‘showrooming,’ where consumers visit a physical shop to assess a product but make the purchase from an online retailer to get the lowest possible price,” said Tim Herbert, vice president of research at CompTIA. “Location-based technologies can give retailers the tools to incentivize in-store purchases, such as special discounts for in-store customers who check-in via an app.”

If retailers wish to use technology as a means to increase customer satisfaction as well as company performance, they may want to consult a FileMaker developer to create a custom database software that can handle whatever that particular company needs.

Whether it’s keeping track of sales, customer loyalty points, product promotions or inventory, a custom database software can assist these companies with the necessary tasks to boost productivity and customer happiness.