Guest Column | April 6, 2022

IT Implementations To Improve Customer Satisfaction

By Devin Partida,


There's no question that information technology (IT) plays a significant role in a retailer's success. More retailers are looking to be customer-centric and innovative, especially in the post-pandemic era.

Without customer satisfaction, retailers would face challenges in forming a loyal customer base, generating revenue, maintaining a strong brand image, and competing with other retailers. To foster customer satisfaction, retailers need to employ various strategies to improve their customer experience (CX).

IT solutions can help bolster CX, therefore leading to higher customer satisfaction. Below are some examples of IT solutions that companies in the retail industry can implement to ensure their customers are satisfied.

IT Solutions And How They Improve Customer Satisfaction

According to research from PwC, 80% of Americans cite speed, convenience, friendly service, and knowledgeable help as the most important elements in a positive CX.

In some cases, a retail IT department is responsible for working on and implementing projects or solutions that directly impact CX. IT professionals should be aware of what makes customers tick so they can align their solutions with customer needs.

Below are some IT implementations retailers should consider if they want to level up their CX to improve customer satisfaction.

1. Create Feedback Channels

To understand what challenges customers have or what's working well, it's essential for IT teams to create opportunities for them to share feedback. Customers should be able to ask questions, make suggestions, and share opinions about a retailer's performance and, more specifically, a retailer's CX.

IT departments also can consider sending out customer surveys regularly to solicit feedback. Then, retail management can take action to improve CX and customer satisfaction.

2. Automate Customer Support

Several retail touchpoints can benefit from automation to improve CX. One important avenue for customer interaction is customer support. Some retailers leverage artificial intelligence (AI) chatbots for customer support offerings, which often prove beneficial.

A retailer's IT department would be responsible for developing and implementing AI chatbots. Automation is a key component of any organization's digitization efforts, and it allows retail staff to focus on creating a stellar CX. It's wise to consider equipping chatbots with asynchronous messaging capabilities, which improves response times and decreases customer representatives’ time spent per customer interaction.

3. Adopt A BOPIS Model

Many retailers adopted a buy-online-pick-up-in-store (BOPIS) purchase option for their valued customers. It can directly improve customer satisfaction, especially as the COVID-19 pandemic created a "new normal."

GNC, Kohl's, Best Buy, and Dollar General are some retailers that adopted BOPIS models, and it's quickly becoming a staple in modern retail. IT departments would need to modify a retail website to ensure customers can utilize BOPIS checkout options.

4. Offer Digital Loyalty Programs

Another way to improve customer satisfaction is to offer a digital loyalty program. Loyalty programs typically provide customers with rewards, discounts, or promotions to encourage spending on products. As their name suggests, loyalty programs foster loyal relationships between retailers and their customers.

Many retailers allow customers to download a smartphone app, where they also can enroll in a loyalty program and keep track of their purchases, receipts, and rewards. IT teams can develop smartphone apps that bring together customers and loyalty programs.

These are only four ways to drive customer satisfaction in retail, but they all start with IT solutions. It's expected that retail and e-commerce will continue to grow in the coming years, and retailers need a responsive and creative IT department to support their goals.

The Growing Role Of IT In The Retail Sector

IT is essentially the backbone of modern business. Retailers rely on IT teams and the latest innovations to drive their business forward and grow. It'll be interesting to see how IT's role in the retail industry grows and what other IT solutions emerge.

About The Author

Devin Partida is a writer and blogger interested in retail technologies and business solutions. To read more from Devin, visit, where she is the Editor-in-Chief.