In today’s interconnected world, delivering exceptional customer experience across all channels is paramount, yet remains a significant challenge for many businesses. A striking 67% of companies prioritize enhancing their customer service, recognizing its crucial role in business success. For organizations seeking to elevate their customer relationships, studying industry leaders offers invaluable insights. REI (Recreational Equipment, Inc.) stands out as a prime example, having successfully transitioned its renowned in-store customer service to the digital realm. This seamless omnichannel approach is why REI has been recognized with a Glance Networks Customer Service Excellence Award.
Bridging the In-Store to Online Experience Gap
REI’s origins are deeply rooted in community, starting as a collective of climbing enthusiasts seeking quality outdoor gear. Today, REI caters to its vast customer base through multiple channels, including brick-and-mortar stores, phone and email support, and robust online platforms – www.rei.com and www.REI-OUTLET.com. Regardless of the chosen channel, REI is committed to empowering customers with knowledge, equipping them for their adventures, and even facilitating the adventures themselves through REI Adventures. Furthermore, REI distinguishes itself by placing environmental stewardship at the forefront of its corporate values.
Operating as a consumer cooperative, REI’s structure differs fundamentally from publicly traded corporations. For a one-time $20 fee, customers can become lifetime co-op members, sharing in the company’s profits annually based on their eligible purchases. This unique model fosters a deep connection with its most loyal customers, ensuring the company remains keenly attuned to their needs and dedicated to serving their best interests.
Empowering Customers Through Self-Service Knowledge
REI’s in-store experience is characterized by exceptional customer service. Knowledgeable and approachable employees are readily available across all departments, creating a welcoming and helpful atmosphere. REI has effectively replicated this experience online by providing a wealth of resources for customers to find information independently.
The REI website is a treasure trove of information. Whether customers are interested in camping, hiking, running, travel, or general fitness, REI offers a comprehensive selection of products to meet diverse needs, supported by extensive online resources.
Explore REI's Product Information Online
For each product, REI provides detailed information, including specifications, product videos, customer reviews, and answers to frequently asked questions. The product videos are particularly helpful, offering in-depth demonstrations that address practical consumer concerns, such as assessing the BTU output of a camping stove for cooking performance.
Beyond product-specific details, REI’s website features a comprehensive blog and an in-depth learning center. These resources cover a wide spectrum of topics, from gear reviews and packing advice to inspiring travelogues and information on upcoming classes and events. This commitment to self-service knowledge empowers customers to make informed decisions and enhances their overall experience with the brand.
REI's Self-Help Resources Online
Personalized Customer Service at Your Fingertips
Recognizing that self-service resources may not always address every customer query, REI ensures that personalized support is readily accessible. Contact options, including phone numbers, live chat, and email, are prominently displayed at the top and bottom of the website, as well as in the footer menu. REI’s contact center is staffed with knowledgeable employees prepared to assist customers promptly. This multi-channel accessibility ensures that help is always within reach, regardless of the customer’s location or preferred method of communication.
REI's Personalized Customer Support Options
REI’s dedication to putting customers first is evident in every interaction. Anecdotal evidence and customer testimonials consistently highlight the expertise and willingness of REI agents to engage with customers on a wide range of topics, from resolving support issues to providing gear recommendations and even sharing personal adventure stories.
Customer-Centric Approach Drives Loyalty
By prioritizing its customers, REI has cultivated a remarkably loyal customer base. The company’s commitment to excellent customer service not only fosters satisfaction but also drives sales. Positive interactions with REI representatives often lead to increased purchase value, as customers feel confident in adding items to their orders based on expert advice and personalized recommendations. REI’s ability to enhance customer spending while simultaneously increasing customer satisfaction underscores the power of a truly customer-centric approach.
REI’s success story reinforces a fundamental principle: investing in superior customer service is not merely an expense, but a strategic investment that yields significant returns in customer loyalty and business growth.
Are you looking for strategies to enhance your customer care? Explore valuable insights in the free eBook: Counting the Customer: The Complete Guide to Dynamite Customer Care.
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About Glance Networks
Glance Networks empowers enterprise organizations to deliver exceptional customer experiences through intelligent, omnichannel visual engagement solutions. Our integrated platform encompasses cobrowsing, screen sharing, and one-way agent video, creating a seamless and secure environment for online interactions. We provide a simple, reliable, and secure platform that enables businesses to visually connect with customers, fostering frictionless experiences across sales, support, and customer service. The result is enhanced customer satisfaction, increased loyalty, revenue growth, and operational efficiency. From financial services and healthcare to retail, travel, and technology, Glance transforms customer experiences for modern businesses. Learn More »
