Developed for the key business issues affecting retailers today, the Customer Experience System offers the retail training needed to create and execute your branded customer experience.
Achieving Results Through Customer Experience Management
1. Training
Achieving Results Through
Customer Experience
Management®
In the face of relentlessly increasing retail
Meeting the unique needs of the
retail sector with a cost-effective
pressure, delivering a branded customer
approach to development
experience stands out as a way to build
competitive difference, customer loyalty
and, most important, revenue.
Retail today is harder than ever. Consumers have more choices of where to shop and
how to shop, and more and more products are commoditized. Retail organizations
know that a consistently delivered branded customer experience will help them win
the battle to find differentiation and profit in a highly competitive marketplace.
Transforming a retailer into an organization where customer experience drives sales
and embodies the brand promise doesn’t happen overnight. It is a culture that must
be adapted throughout the organization from the C-suite to the frontline. To ensure
success, retailers must inspire and prepare employees throughout the organization.
Relevant, Research-Based Content That Drives Results
AchieveGlobal built the Customer Experience System based on extensive
experience working with consumer-facing organizations and our research into
the principles of adult learning in the workplace. We have uncovered not only
the key business issues affecting top retailers today, but also clear priorities and
skill sets required to create and execute a branded customer experience. The
Customer Experience System is designed around this deep understanding of retail
and our customers’ needs.
Y store associates require the specific knowledge, skills, and behaviors customers
our
notice, appreciate, come back for, and tell their friends about. Every employee in
your organization at all levels and across all functions needs skills that help:
• Encourage repeat and increased business by promoting an emotional attachment
to your brand.
• Transform first-time purchasers—as well as your regulars—into lifelong advocates.
• Differentiate your brand in a highly competitive market.
• Make your employees champions of your organization.
2. DE F IN E
Senior Executives Senior executives define the retail strategy with strategic skills.
DIR E C T Field managers direct the processes that energize strategy using
Field Managers organizational skills.
DE V E L O P Field and store managers develop associates to succeed at
Field and Store Managers
the point-of-sale using supportive skills.
DE L IV E R Frontline associates deliver at the point-of-sale with
Frontline Associates foundational service and sales skills.
• Go beyond customer satisfaction by managing • Oversee acquisition of baseline data.
customer experiences with efficiency and care. • Define and cascade new processes and activities
Our research shows that new behaviors are most likely to to other leaders.
be adopted when people: AchieveGlobal consultants work with you to ensure that your
• Know what is expected of them and why. service solution effectively achieves lasting results—for both
your customers and your organization—by helping you:
• Care about the results because they understand the
benefits to themselves and the organization. • Clarify direction and results required.
• Believe that the processes and resources are aligned to • Move forward by ensuring that processes are aligned to
enable them to perform their role effectively. create positive defining moments with customers.
• Have the appropriate skills to carry out the tasks. • Sustain momentum through effective performance
measurement practices.
A Systemic Approach
AchieveGlobal approaches the retail organization at four levels. Field Leaders DIRECT Processes and Resources
Like any other profound cultural change, serious Customer to Foster a Customer Experience Culture
Experience Management takes involvement at every level. By The initial buy-in and long-term commitment of field man-
addressing all levels, a comprehensive result is achieved. agement are critical to the realignment of work to support
customer experience management. It’s at this level that formi-
In the pyramid above, you will see the how we address needs at
dable obstacles may appear—the persistence of old ways of
each level of the organization.
serving customers, or the need for resources. Overall, field
leaders must enable store managers to support frontline super-
Senior Executives DEFINE the Customer visors and associates, who in turn create the desired experience,
Experience Strategy one customer at a time.
A truly differentiated customer experience begins in the C-suite.
AchieveGlobal’s facilitated sessions, which are tailored to your
Senior executives:
organizational needs, will help managers to:
• Define the experience that supports their brand.
• Explore key concepts that form the foundation for a
• Establish brand-specific measures. positve branded customer experience.
3. • Create an organizational commitment that serves as the • Facilitate knowledge acquisition and skill building for the
framework for all actions, decisions, and standards. That store associates.
commitment—an extension of the overall brand—specifi- • Consistently follow-up and reinforce customer service and
cally answers: sales process skills acquired during The Customer Experience
- Who are my customers? Tool Kit™ implementation.
- What do I do for them? Store Associates DELIVER the Experience
- How do I want them to feel about the experience To create the positive defining moments at the heart of cus-
we provide? tomer experience management—and to drive incremental
• Use customer feedback to create a Customer Experience business—frontline associates need an array of in-the-moment
Roadmap and then redesign it to align with the organiza- sales and service skills, including greeting customers pleasantly,
tional commitment. asking questions to clarify needs, offering buying advice,
handling concerns and service breakdowns smoothly, and
• Create a customer experience culture and service stan- expressing sincere appreciation.
dards. (Who do I hire? How do I develop them? What
are our policies and goals?) In a service environment, payroll costs place an enormous obsta-
cle in the way of traditional approaches to skill development.
• Prepare to apply the tools on the job with store
Through the chats or huddles, store associates are exposed to
leadership teams.
extremely cost-effective training that is facilitated by their
local store management in short events of between 10 and 20
Field and Store Managers DEVELOP minutes integrated into the daily workflow.
Individual Employees
Closest to customers and associates who serve them, store Each chat has a reference tool that can be distributed to asso-
managers do the work that brings customer experience ciates during the sessions, making it easier for associates to
management to life. To help store associates create the desired remember what’s expected of them between meetings.
experience, these managers need excellent coaching skills, i.e., By participating in chats, store associates will:
giving constructive feedback, recognizing effort and results,
and finding opportunities to develop the talents of individual • Acquire knowledge in the areas of customer service and
team members. At the same time, store managers must model sales process.
the skills they expect associates to use with customers. • Have practice opportunities with the acquired knowledge.
Training modules tailored to your specific organizational needs • Be prepared to effectively utilize acquired customer service
focus on developing skills that help participants perform the and sales process skills with customers in their store.
daily coaching that reinforces results. These sessions explore
the value of positive customer experience, and provide skills for Customization and Tailoring
developing others, building constructive relationships, and This system and its components were developed and tested to
recognizing employees in order to reinforce behavior. work in a broad range of retail environments.
Furthermore, the system is comprised of two high-impact Its discovery- and activity-based design ensures the standard
components: activities, exercises, practices, and role plays aren’t just self-tai-
• Manager Preparation Workshop (8 hours) loring for your organization, they’re self-tailoring for each
specific learner. Learners choose to work out challenges and
• The Customer Experience Tool Kit™ situations unique to them, and these “real-life” retail examples
AchieveGlobal’s Manager Preparation Workshop prepares are built in at no additional cost.
managers to implement The Customer Experience Tool Kit™ with
Any component of the system can be customized to include
their employees. By attending this session, managers will be able
company-specific role plays, policies, or goals. The entire
to prepare and deliver chats or mini-training modules on cus-
system can be customized to link the necessary skills to the
tomer service and sales process effectively with employees prior
specific brand experience the organization wishes to create.
to the day’s opening, at shift changes, or at close of day. Chat
Please contact your account executive to discuss these or
scenarios, branded to your organization and situation specific,
other customization needs.
enable managers to quickly assess the right chat topic for the
situation and quickly review with employees the proper
response behaviors. These unique components ensure that
field and store managers are able to: