Capgemini’s Digital Transformation Institute report “Making the Digital Connection: Why Retail Stores Need a Reboot” consulted 6,000 consumers and 500 retail executives from nine countries. The conclusion:
Customers are simply not getting what they expect from an in-store experience.”
Not only did 40% of respondents describe going shopping as “a chore”, amazingly, over one third would prefer to figure-6-2-systems-for-listening-to-customers stay at home and wash the dishes!
What a sorry state of affairs.
The visitors have left the building! What happens next?
In Part One of this guest blog post series we looked at ways to build anticipation for your customers to maximise the value you give even before you meet them in person.
Today I want you to think about what happens after your visitors have gone back home. How can you keep your relationship going and entice them to return again?
My previous post lamented the launch of “Project Fear 2.0” (or is it 3.0?) by the British Retail Consortium (BRC): my simple message is that the Retail sector today contains myriad wasted opportunities and latent profit potential – it just needs to learn how to grab those opportunities and fulfil that potential!
So, what is the “right way” to bring hope to the Retail sector?
I just want to share an experience (Experience) with you:
I’m in the middle of renovating a house. It’s been quite a challenging process, and I could write a book about it – specifically, the highs and lows of sourcing and selecting contractors and materials; the contractor sales process; the things I’d do differently, etc.
An experience I had yesterday, however, demanded a post of its own.
It was Henry Ford who said: “If there is any one secret of success, it lies in the ability to get to the other person’s point of view and see things from that person’s angle as well as from your own.”
This seems to me to be an insight that is profoundly true, and yet far too often ignored in life, as well as in business. My newsletter (the POSITIVE Customer Experience Briefing) this month reflects on the implications of seeing (or not seeing) your organisation as your Customer will see it…
To achieve consistently excellent coffee, you source the best beans, the best milk, the best equipment; you work out a process for creating the required drink and you train your Team to follow that process. All of this can be systematised. Even checking that everything is being done to specification, is part of the system. That is how McDonald’s, starbucks and their ilk got so big – they created a product the market wanted, and designed a system to produce it, perfectly, every time.
But – can you systematise the interaction between the server/barista and the Customer? Well – yes and no: the coffee company in my example certainly thinks you can. But how do you systematise the spontaneous reaction to an off-the-wall request by a harassed Customer who just wants change? Or water for their dog? Or directions to the local tourist attraction?
Loos, ladies and gentlemen – the one facility we all have to use, several times a day, and of course that includes whilst we are out and about. So no wonder then, that public loos – especially those in civilised places such as shops, restaurants, visitor attractions and so on – are uniformly attractive, often cleverly designed (i.e. on-brand), and ALWAYS scrupulously clean.
(No wait…I must be thinking of a dream I had last night. Another hazard of being a Customer Experience specialist is to dream of signage, litter bins and…er loos.)
Here’s a little checklist for every Customer-facing business. Nothing on the list costs very much money (just commitment, and time); however everything on the list will definitely make you (more) money. And – before you read it – please don’t assume you do all this already, or do it well enough. With the greatest respect, I’ve read too many Customer Promises and experienced too many one-sided Service encounters to believe that there isn’t a single business that couldn’t benefit from reviewing this list.
I hope your organisation is on course for a highly successful Christmas trading season. If you’d like to improve your results by at least 5% there’s still time!
Of course, every successful Leader will have one eye firmly fixed on maximising revenues between now and the New Year, and the other on how to make 2016 “the best year ever”. If that’s not your aim for next year – again, there’s still time!
In the Customer Experience Expert Briefing you’ll find the following, easily-digested articles and tips to help you inspire action and maximise productivity…
What do you think of when you hear the words “Business Plan”?
• A dry, weighty document, full of jargon?
• Pages of spreadsheets, showing income and profit projections?
• (Perhaps) a “Mission Statement” on the cover, with (perhaps) a picture of the CEO above it?
• Something for senior management – never to be read or engaged with by the wider Team?
Imagine if your business plan was an inspiring piece of work…