Lifting the retail sales game
  • All
  • 12 Apr 2013

Last year PWC reported that online shopping in New Zealand is expected to grow at 12% a year to $4.22B by 2015, with much of it coming from overseas. Retailers are worried by this and after recent retail experiences I had over the holiday period, I don’t blame them!

Excellence is a moving target – don’t get complacent. There is always something you can do to improve the experience your customers have.

We live in a constantly changing environment. There is always something you can do to improve your customer service and the experience your customers have in engaging with you. Here’s a few things we strongly recommend you put in place to lift the customer experience you deliver:

1. Develop a customer mission (with your team) and make it transparent to customers and staff. Put it up on the wall where everyone can see it – there is nothing like a public declaration to make everyone more accountable.

2. Put ‘Improving the customer experience’ on the agenda of every team meeting you have. You’ll never hear good ideas if you don’t create a forum to share them.

3. Set up some metrics that can help measure your progress. It could be meals returned at a cafe; gym memberships renewed; customer complaints received or the speed at which you provide a service. Measure what makes sense for your business, but do it consistently so you can see how you are improving (or not).

4. Apply the old adage ‘catch people doing something right’ and then acknowledge and reward those behaviours. And if a customer has taken the time to single out a staff member for delivering great service, make a big deal as that person really has gone the extra mile.

5. Finally – and I have to confess some self-interest here – get regular training for all your staff so that everyone can understand and deliver the same great customer experience. And as I said up-front, you can’t rest on your laurels, so it needs to be regular to ensure you stay on top of your game and keep delivering those superb customer experiences! The TBBA workshops will be kicking off next year and will be a great starting point so we look forward to seeing you all there.