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BEING BRILLIANT WITH OUR CUSTOMERS
Being BRILLIANT with our CUSTOMERS Being brilliant is all about wanting to do things better, constantly improving, never settling for average! This not only sums up brilliance but also our philosophy at Joules – wanting to do things differently, to surprise our Customers, to continually innovate in everything we do! So that this thinking becomes a ‘way of life’, we have created our ‘Being Brilliant with our Customers’ training programme four modules designed to establish:- 1. The lifestyle service we provide and the delivery of
our Customers’ needs 2. The sharing of brilliant product knowledge 3. The expertise on how to outfit build with confidence 4. The skills needed to sell with brilliance
“We need to have a very clear proposition of
our service values and their consistent delivery”
“To have a real understanding
of our Customers and their lifestyles”
1
Your thoughts on how we can deliver BRILLIANT service
“As a lifestyle brand, it‟s vital that we not only
have passion for our products but a complete
knowledge of them”
2
Your thoughts on how we can deliver BRILLIANT service
“To detail how critical it is for
a sales/service advisor to enhance their
visual/looking capabilities”
3
Your thoughts on how we can deliver BRILLIANT service
“Give me the confidence to know that I‟m
suggesting the right outfits and products
to Customers”
3
Your thoughts on how we can deliver BRILLIANT service
4
“To provide us with the verbal skills that will support
conversations with our Customers – to show them we
know our stuff!”
Your thoughts on how we can deliver BRILLIANT service
Keeping the Customer is at the heart of everything we do
and this new training initiative has been created to help us always
make this a No:1 aim for everyone in the business
- but especially for the team who meet and talk
to our Customers everyday!
Lifestyle & Designer
Customer service
• To realise Customers‟ have really busy lives and that retailers need to help them
make easy choices – especially under one roof!
• To identify that Customers are wanting more, have higher expectations during their shopping
experience – to define these expectations!
• To demonstrate through their service style, the 4 different retailer types and identify clearly
the Joules service proposition from this analysis – subsequently what this looks/feels like !
• Focus on where we are now with service – identify where we can become more
brilliant and dynamic!
• To define the complete service journey – start to finish and entrance to exit!
Module Objectives
1
Lifestyle & Designer Customer service To realise Customers‟ have really busy lives and that retailers need to help them
make easy choices – especially under one roof!
• Our society is at a turning point:
we are actually starting to slow
down - making more considered
decisions
• Customers are looking for more
authenticity and honesty in their
shopping experiences and for true,
sincere service
• Retailers will need to prepare for
major changes in this shopping
behaviour
• Customers now want unique
experiences with their chosen
brands that evoke a strong sense
of fulfillment, lifestyle
acknowledgement, innovation
and great quality
Lifestyle & Designer Customer service To identify that Customers are wanting more, have higher expectations during
their shopping experience – to define these expectations!
• Making Customers feel
very special will be the
key to success
• The business in every
area needs to have
a burning desire
for brilliant
Customer service
• We must become
a totally Customer
focused business
• Everyone, from the top
down must remember
that they work for the
Customer
THE 4 DIFFERENT
RETAILER TYPES
Lifestyle & Designer Customer service To demonstrate through their service style, the 4 different retailer types and identify clearly
the Joules service proposition from this analysis – subsequently what this looks/feels like!
Lifestyle & Designer Customer service To demonstrate through their service style, the 4 different retailer types and identify clearly
the Joules service proposition from this analysis – subsequently what this looks/feels like!
Budget
High Street
Lifestyle
Designer
Lifestyle & Designer Customer service To demonstrate through their service style, the 4 different retailer types and identify clearly
the Joules service proposition from this analysis – subsequently what this looks/feels like!
Family
Lifestyle & Designer Customer service To demonstrate through their service style, the 4 different retailer types and identify clearly
the Joules service proposition from this analysis – subsequently what this looks/feels like!
Lifestyle & Designer Customer service To demonstrate through their service style, the 4 different retailer types and identify clearly
the Joules service proposition from this analysis – subsequently what this looks/feels like!
Budget High Street
Lifestyle
Designer
KIA
FORD
FERRARI
VW
Lifestyle & Designer Customer service To demonstrate through their service style, the 4 different retailer types and identify clearly
the Joules service proposition from this analysis – subsequently what this looks/feels like!
Budget
High Street Lifestyle
Designer
Credit Union
Budget Customer Service
• Self service
• No offer of help
• No product knowledge
• Low staffing levels – no greeting
• No interaction on the sales floor
• No person to person interaction at the cash desk & fitting room
• Long queues to pay
High Street Customer Service
• Self service
• No greeting
• Limited product knowledge
• Staff can generally locate product on the sales floor
• More friendly service at the cash desk & fitting rooms
• Generally a good returns policy
• Still experience long queues to pay – limited staff in this area
Lifestyle Customer Service
• Brand look team
• Product training given regularly
to the sales team
• Advised to greet/help/inform
the Customer where necessary
• A more professional/caring
fitting room & cash desk
experience
• Observant, thoughtful attitude
towards the Customer
• Lack of queues
- apology if there is!
• Reassuring returns/aftercare
policy
Designer Customer Service
• 1 to 1 personal service
• Fantastic product knowledge
from the Sales Consultants
• Brilliant at outfit styling/suggestion
• Professional/personal experience
at the cash desk & fitting room
• Beautiful branded packaging
• A passionate/emotional shopping
experience
• Overall a dynamic and luxury
service that matches the store
environment and designer product
So which retailer type are we?
Lifestyle & Designer Customer service To demonstrate through their service style, the 4 different retailer types and identify clearly
the Joules service proposition from this analysis – subsequently what this looks/feels like!
Keeping the Customer at the heart of everything we do!
Lifestyle & Designer Customer service – Joules Focus on where we are now with service – identify where we can become more brilliant and dynamic!
• Where are we now?
• Great service…when asked
• We need to build on identifying
and acting on selling opportunities
through up/link selling
• We especially need to work on
our fitting room service „the key
purchase decision area‟ in order
to sell to and support our
Customers with brilliance!
“Keeping the Customer at the heart of
everything we do!”
Lifestyle & Designer service – Joules Focus on where we are now with service – identify where we can become more brilliant and dynamic!
Lifestyle & Designer Customer service - Joules To demonstrate through their service style, the 4 different retailer types and identify clearly
the Joules service proposition from this analysis – subsequently what this looks/feels like!
From START to END – ENTRANCE to EXIT
Lifestyle & Designer Customer service - Joules To demonstrate through their service style, the 4 different retailer types and identify clearly
the Joules service proposition from this analysis – subsequently what this looks/feels like!
• A brand look team
• Product training for the retail/sales team
• To greet/help/inform where necessary
• A more personal/caring fitting room
& cash desk experience
• Observant, thoughtful attitude
towards the Customer
• Lack of queues – always an apology
if there is!
• Beautiful branded packaging
• Reassuring returns/aftercare policy
• An exciting shopping experience
Lifestyle & Designer Customer service - Joules To demonstrate through their service style, the 4 different retailer types and identify clearly
the Joules service proposition from this analysis – subsequently what this looks/feels like!
• To be brand specialists
• To be always professional, caring
and knowledgeable
• The Customer at the heart of everything
– especially when we cannot see them!
• To have an engaging experience – the
Customer to put the phone down happy
- in the same way as leaving our stores
happy!
• Confidently suggesting the right
outfits/looks and accessories
• For link selling to be an enthusiastic
and enjoyable conversation
“Keeping the Customer at the heart of
everything we do!”
Lifestyle & Designer Customer service - Joules To demonstrate through their service style, the 4 different retailer types and identify clearly
the Joules service proposition from this analysis – subsequently what this looks/feels like!
• Entrance to Exit – Start to end of call
• Entrance/Windows
• First 4-6 steps in store
• Sales floor experience
• The Fitting room
• The Cash desk
• Exit/Leaving the store
– final brand experience!
• Web/Catalogue introduction
• Call greeting
• Listening/Information gathering
• Product advice/support during conversation
• Call end/Goodbye
– final brand experience!
The Joules Customer profiles
• To recognise our Customers‟ fully:
• Looking at the Joules profile types
(Heritage and Aspirational)
• Their personal identity/lifestyle
• Where else they like to shop (the competition)
• What they say about Joules and our products
• Creating a service programme that totally supports
our brand values and business priorities.
Module Objectives
1
The Joules Customer profiles To recognise our Customers‟ fully
& understand their personal identity/lifestyle
• Sunday lunches with family
and friends
• Country strolls and coastal
adventures
• Home grown meals and locally
brewed ales
• Tending the chickens, walking the
dog and riding the horse
• Sunday morning papers,
hunting out antiques and
farm shop afternoon teas
• Rugby in the garden and rounders'
on the green
• Found in the Shire and by the
Shore
The Joules Customer profiles Looking at the Joules profile types (Heritage and Aspirational)
The Joules Customer profiles Where else they like to shop (the competition)
“
The Joules Customer profiles What they say about Joules and our products
Any Questions?