customer experience workshop - delivered by first retail group
TRANSCRIPT
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Customer ExperienceDeveloping performance through
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80% of companies think
they give superior service but only 8% of customers
believe they deliver
70% of buying experiences are based on how a customers feel they are being
treated
90% of unhappy
customers will not willingly do business with
you again
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Today’s Focus Selling Smart Boosting sales by asking the right questions & developing depth of connection
Gaining Priority. Ensuring your store is first choice in an increasingly competitive market
Goodwill & Advocacy. ‘WOW’ people – creating customers that crave the experience your store delivers
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TrendsWhat’s influencing
consumer behaviour?
Customer Experience
What this means & why it’s so important
Maximising Opportunity
Lifting sales & goodwill
Customer Groups
Responding to key customer groups
Make a Difference
Your part in improving performance
Goal SettingDeveloping a personal
action plan
Todays Agenda
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Shopping & Service Trends
• Consumers are highly purposeful • Consumers have the knowledge • Value quest but price isn’t everything• Convenience & availability is vital• There are more influencers • Loyalty is increasingly fragile
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Where are the ChallengesHere’s what businesses shared with us…
Lack of great experience benchmarks
Disconnect between belief & delivery
Familiarity distracts from great service
Inconsistency across teams
Store environments need some love
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Customer Experience
Choice in Shopping Channels
Service Beyond
Expectation
Genuine Warmth &
Appreciation
Stores that Attract & Inspire
Product Customers
Want
RecognisedValue
Proposition
Customer Experience
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Making the DifferenceExceptional customer experience is transformational
• From Chore to enjoyment• Makes your store truly stand out• Creates a vibrant environment• Easy selling to people that ‘love
what you do’
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Commercial NecessityWhy customer experience is so important
• Selling more to those that visit • Meet or exceed sales budgets• Encourage customer loyalty• Create customers as advocates• Ensuring profitability in all we do
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Customer Experience Basics
Approach
Body Language
Communication & Conduct
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ApproachA warm welcome, making good eye contact & always being the first to speak!
Body Language
Open, interested & engaging through stance, focus, arm positioning & friendly gestures that demonstrate your attention for the customer.
Communication & ConductEncouraging conversation builds rapport , respect, connection and relationship. The way you work & relate in the store is always on display & subject to scrutiny.
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Success FundamentalsKey metrics that drive performance
1. Average sale value
2. Add-on sales achieved
3. Weekly sales to budget
4. Online connection
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The Hunter & Browser The Future Customer The Loyal Customer
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Hunters & Browsers Converting the largest potential customer group
• Visit often but shop less frequently• Shopping is often a pass-time• May be shopping to a budget• Often looking for inspiration• Need compelling reasons to buy
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Hunters & Browsers Converting the largest potential customer group
Keep your store & offer changing Ensure any deals are clear & visible Benefit from inspiration Can often be swayed by impulse Will ultimately spend elsewhere so
“make it yours”
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Loyal CustomersDedicated customers drive the largest proportion of sales
• Want to be treated specially• Appreciative of relationship• Trust in judgment & advice• Welcome sharing views to help• Value priority opportunities• Are your best advocates
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Loyal CustomersDedicated customers drive the largest proportion of sales
Understand & respond to needs Recognise & welcome them back Your knowledge must differentiate Make them part of key decisions Showing priority builds goodwill Welcome their wider circle
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Future CustomersDeveloping our next generation of supporters
• Looking to identify with brands• Want connection & relationship• Often Validate options & choices• Assurance it’s a smart decision• Want to help shape stores’ offer
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Future CustomersDeveloping our next generation of customers
Develop your brand story Build depth of relationship Ensure high online visibility Positive online profile & validation Understand need & expectation
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Never Miss a Chance!Customers are a precious commodity
Maximise every opportunity Great interactions grow goodwill Never judge customers’ potential People buy from people Happy customers are advocates
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Making the DifferenceSmall changes can make a big difference
Focus on achieving the sale Work to build the average sale Suggest complementary products Encourage spending locally
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Achieving Positive Change
• What is Gore’s unique personality?
• Can Gore set the standard for customer experience?
• Which sales metrics can you focus on successfully?
• How can you get closer to your customers?
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Your most loyal 20% of
customers often make up over 50% of sales
80% of customers are willing to pay
more for superior customer service
100% of those here today have
the ability to make an immediate &
positive difference to sales & goodwill for their workplace
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Customer ExperienceDeveloping performance through