The document summarizes several case studies that demonstrate how focusing on positive customer experiences can improve key retail metrics. Implementing training to help employees exceed customer expectations increased conversion rates at one specialty retailer by 3% and sales per square foot by $1.55 at a big box store. Another specialty retailer was able to reverse the ratio of customer complaints to satisfaction calls from 1:5 to 5:1 by changing their sales approach. A trendy retail chain also improved their up-selling strategy and increased average units sold per customer from 2.7 to 4.1. Reducing employee turnover from 45% to 30% and payroll costs for training were additional benefits seen by retailers who prioritized customer experience.

1. Retail Success
Case Studies
Our experience and research shows that adopting an organizational culture that promises to deliver positive
customer experiences is critical to improving key retail metrics. Revenue growth stems from the ability of store
managers and associates to exceed customer expectations and increase loyalty. In addition, employees who are
capable to perform their jobs at the highest standard correlates with increased operational efficiency.
The case studies that follow reveal the successes our clients in various retailmarkets have experienced. These
validate that a retailer’s competitive advantage needs to be in the customer experience they deliver. Being equipped
with the tools to foster a workforce that creates definingmoments for customers will drive revenue, differentiate
your brand, and captivate loyal customers.
Specialty retailer increases conversion rates
The growing popularity of this specialty retailer’s high quality product alone was driving increased traffic,
but sales remained static. This drop-off in customer conversion was attributed to lack of employee-customer
engagement. As shoppers browsed the store and showed interest in merchandise, store employees weren’t
interacting with them. As a result, employees were constantly missing opportunities to make sales and the
retailer’s customer conversion rates were at an all-time low.
Developing the 21st
century workforce TM

2. Specialty retailer increases conversion rates (cont.)
AchieveGlobal implemented a training approach that would strategically
provide value and be very easy for store managers to roll out to their
teams. The training focused on three critical areas of improvement: (1) a
service-tosales commitment, (2) interactions that create defining moments
for customers, and (3) follow-up activities for store managers to use as
reinforcement tools.
Having their stores staffed with teams that were fully equipped with the
ability to go above and beyond customer expectations, the retailer saw an
increase in customer satisfaction, as well as a 3-percent increase in conversion rates within the first year
of implementation.
Big box store rapidly improves sales per square foot
This big box retailer wanted to ensure success through tough economic times
by fostering a culture that catered to the customer. To differentiate their
brand and stay ahead of competition, the retailer wanted to enhance
the quality of service they were currently delivering.
AchieveGlobal helped them build a stronger service culture by engaging
with the District Managers first, showing them how to cultivate a culture
of customer service and, in turn, cascade that down to frontline employees.
Field Management and AchieveGlobal knew it was vital to get Store
Managers excited by the opportunities customer experience management presents.
One way the importance of changing their service culture was communicated was through recurring in-store discussions.
All cross-functional teams and departments took part in these “huddles,” brief training sessions that were led by store
supervisors, which provided a better organizational understanding of why a customer-centric culture was so important.
The solution focused on building renewed customer excellence skills, behaviors, and attitudes. Just six months after
application of the tools and practices from AchieveGlobal’s Customer Experience Toolkit™, this big box retailer not only
improved perceived value of the brand, but was also able to boost sales per square foot by $1.55.
Specialty retailer reverses customer complaints
Getting five customer complaints to every one customer call was a major
wakeup call to this specialty retailer. Their outmoded sales strategy relied
on frontline associates pushing products onto customers the second they
entered the store. This idea of “pushing” a customer to buy not only turned
their customers off at the time, but it prevented them from ever wanting to
return—which is obviously a retailer’s worst nightmare.
Floor staff needed to be able to understand the customer’s needs – from what
they were shopping for, to how much they wanted to spend, to what level of
assistance they desired. At the same time, managers needed to be able to understand how to motivate employees to, first
and foremost, change their sales process, and second, embrace the idea of creating a branded customer experience.

3. Specialty retailer reverses customer complaints (cont.)
AchieveGlobal equipped store management with the ability to effectively coach their teams and assess areas of
opportunities to develop better sales techniques. Management was also prepared to execute shift-starters and huddles
which help to get buy-in of store sales teams.
As a result of the recommended change in sales processes and the implementation of the Customer Experience ToolkitTM,
the retailer was able to reverse the ratio of customer complaint calls to satisfaction calls. As a result, customer
complaints were reduced to a 1:5 ratio, meaning for every five customer satisfaction calls the retailer received, there
was only one customer complaint.
Specialty retailer improves up-selling strategy to increase revenue
Having a low average sale per transaction plagued this trendy retail chain since its start-up. To increase bottom-line
figures, Store Associates needed to be able to sell more products to every customer they served.
AchieveGlobal recommended that Sales Associates should be developed to
boost sales volume per transaction by increasing the number of units sold
per customer.
This was an ideal strategy for the retailer because many of their products were
related and could be easily aligned with others. District Managers were given
the tools to cascade skills down to Store Managers and Associates. One of the
main goals of the implementation was to focus on building customer rapport
by learning what the customers need, and knowing the features and benefits
of products so that they can match a need with a product.
Employees understood how to ask the correct important questions during customer interactions. This enabled them to
uncover customer desires that would allow for relevant recommendations and solidify the need for additional products.
As a result, the retailer increased average units per customer from 2.7 to 4.1.
Big box retailer maximizes engagement and reduces turnover
This specialty retailer wanted to reduce employee turnover, especially within
their field management group. In the past, Field Managers were likely to leave
the organization because they were constantly daunted by incredible
pressures to meet sales goals. The goals felt impossible to attain because many
of the Managers didn’t have the proper leadership skills or tools to motivate
others to perform at levels necessary to achieve goals.
AchieveGlobal helped the retailer understand what drives revenue from a
customer point of view. Management needed to be able to drive, coach,
and reinforce skills in an adaptable format that was easy to execute with
store employees.
Once managers were provided the skills, they were taught how to apply them in a manner that would increase
operational effectiveness in three main areas: Sales, Product, and Operations.

4. Big box retailer maximizes engagement and reduces turnover (cont.)
District managers and store employees saw that the organization was taking an added interest in their success and felt the
tools they were given from the Customer Experience ToolkitTM delivered the results the organization desired.
Within the first year of implementation, turnover was significantly reduced from 45-percent to 30-percent.
Big box retailer reduces payroll cost of training
Having store employees off of the floor for hours at a time to attend
classroom training sessions meant inflated payroll costs for this big box
retailer. The retailer wanted an effective solution that would reinforce
critical skills, while not taking away from an employee’s time on the
sales floor.
AchieveGlobal helped managers obtain the skills to provide on-site coaching,
feedback, and recognition. Management teams went through the Customer
Experience ToolkitTM, which allowed them to deliver training themselves
instore– where employees needed it the most. Chats and implementation guides assisted managers in coaching others to
support revenue generation through creating a branded customer experience. Follow-up activities and tracking tools
were used to follow progress.
Managers served as coaches, which reduced the need for in-class training and, therefore, labor expenses. Knowing that
management was standing behind them and providing on-site coaching, employees felt empowered to perform better and
maintained confidence on the sales floor. As a result, in addition to the reduction in cost of payroll training benefit,
there was a decrease in employee turnover.
About AchieveGlobal
In the 21st century, the level of human skills will determine organization success. AchieveGlobal
provides exceptional development in interpersonal business skills giving companies the workforce they
need for business results. Located in over 40 countries, we offer multi-language, learning based solutions
- globally, regionally and locally.
We understand the competition you face. Your success depends on people who have the skills to handle
the challenges beyond the reach of technology. We’re experts in developing these skills, and it’s these
skills that turn your strategies into business success in the 21st century.
These are things technology can’t do. Think. Learn. Solve problems. Listen. Motivate. Explain. People
with these skills have a bright future in the 21st century. AchieveGlobal prepares you for that world.
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© 2011 AchieveGlobal, Inc. M01261 v. 2 (07/2011)