In store service-1

Store Manager is the leader of the staff working in the store across all shifts and it is important that store manager lead this pack by being on the floor of the store. Most of the staff working in modern Indian retail store has not gone through extensive training on customer service and familiarisation with the merchandise. Often they find themselves in a tight spot in case any customer ask them some questions about the merchandise, price or promotional schemes. This is time wherein store manager or section supervisor needs to be available and deal with the customer querry. A positive interaction with the customer at any such instatce can really create a strong impression in customer's mind.
An effective store manager is always visible on the store floor and commands his/her troops with some good practices to deliver excellent shopping experience to its consumers.

CUSTOMER ADVOCACY: RETAIL

Modern Indian retailers are suddenly rushing to implement Customer Loyalty cards for catching customer loyalty in liu of some promised guddies. On the other hand their in-store customer service has lot to achieve since there is no Customer Service Management policy in place. It is important that they must first focus on Customer Service Management (CSM) rather than Customer Relationship Management (CRM). Customers are in the process of identifying a long term retail partner destination and they have increasing choices to make this selection. In fact to start with customers will make multiple choices and then slowly, based on the ongoing experience and value, their spend will start diverting towards a perticular choice based on their emotional bend and trust.

It goes without saying that customer satisfaction through initial experience is the starting point for journey towards advocacy. Creating a very strong customer service culture across your business is foremost and this needs to be reflected by a customer centric attitude across the organization. Every business practice, staff training, store layout and choice of merchandise has to have a flavour of customer service. It is very important to have a very clear customer advocacy policy in place. While writing the policy you need to answer following questions:
- What are you retailing?
- What is the profile of customers you cater to?
- Why are they shopping in your store?
- What makes them feel cared for?
- Why should they visit you again and again?
The answers to these questions will largely draw the outline of your CA policy. This policy should have very clearly mentioned your expectations from the standards of customer service you set. These should be measurable objectives and set the benchmarks very clearly in this policy so that you can keep measuring your progress. It is now important for every employee in your business to understand this policy and goes about job keeping this in mind. The policy must reflect in your work culture and the overall environment of the store, back office and head office. If required you may need to modify your key business practices to suit this.

AN APPEAL TO INDIAN RETAILERS:

I strongly advocate that a retailer keen to grow through customer loyalty shall focus on Customer Advocacy model and work towards it by fist outlining a CSM policy and implement it through a strong culture and descipline across the outlets. It does not cost any additional budgets but a corporate attitude only.

I am taking up the initative to bring together the consumers and modern retailers through this platform to create a better understanding of each others expectations and limitations and how we can work together to deliver better shopping experience.