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Customer Experience Workshop - delivered by First Retail Group
The document discusses the critical importance of customer experience in driving business performance, noting that while 80% of companies believe they provide superior service, only 8% of customers agree. It emphasizes strategies to enhance customer interaction, such as cultivating relationships and creating an inviting store environment, which can lead to increased sales and customer loyalty. Key insights highlight the need for businesses to adapt to changing consumer behaviors and expectations, ensuring they deliver exceptional experiences that encourage advocacy and repeat business.
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Customer Experience Workshop - delivered by First Retail Group
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- 2. 80% of companies think theygive 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
- 3. Today’s Focus Selling SmartBoosting 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
- 4. Trends What’s influencing consumer behaviour? Customer Experience Whatthis 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 Setting Developing a personal action plan Todays Agenda
- 5. Shopping & ServiceTrends • 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
- 7. Where are theChallenges Here’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
- 8. Customer Experience Choice in Shopping Channels Service Beyond Expectation Genuine Warmth & Appreciation Storesthat Attract & Inspire Product Customers Want Recognised Value Proposition Customer Experience
- 9. Making the Difference Exceptionalcustomer 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’
- 10. Commercial Necessity Why customerexperience 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
- 11. Customer Experience Basics Approach BodyLanguage Communication & Conduct
- 12. Approach A 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 & Conduct Encouraging conversation builds rapport , respect, connection and relationship. The way you work & relate in the store is always on display & subject to scrutiny.
- 13. Success Fundamentals Key metricsthat drive performance 1. Average sale value 2. Add-on sales achieved 3. Weekly sales to budget 4. Online connection
- 14. The Hunter &Browser The Future Customer The Loyal Customer
- 15. Hunters & Browsers Convertingthe 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
- 16. Hunters & Browsers Convertingthe 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”
- 17. Loyal Customers Dedicated customersdrive 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
- 18. Loyal Customers Dedicated customersdrive 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
- 19. Future Customers Developing ournext 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
- 20. Future Customers Developing ournext generation of customers Develop your brand story Build depth of relationship Ensure high online visibility Positive online profile & validation Understand need & expectation
- 21. Never Miss aChance! Customers are a precious commodity Maximise every opportunity Great interactions grow goodwill Never judge customers’ potential People buy from people Happy customers are advocates
- 22. Making the Difference Smallchanges can make a big difference Focus on achieving the sale Work to build the average sale Suggest complementary products Encourage spending locally
- 23. 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?
- 24. 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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