In the face of relentlessly increasing retailpressure, delivering a branded customerexperience stands out as a way to buildcompetitive difference, customer loyaltyand, most important, revenue.

Meeting the unique needs of theretail sector with a cost-effectiveapproach to development

Achieving Results ThroughCustomer ExperienceManagement®

Training

Retail today is harder than ever. Consumers have more choices of where to shop andhow to shop, and more and more products are commoditized. Retail organizationsknow 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 ensuresuccess, retailers must inspire and prepare employees throughout the organization.

Relevant, Research-Based Content That Drives ResultsAchieveGlobal built the CCuussttoommeerr EExxppeerriieennccee SSyysstteemm 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. TheCCuussttoommeerr EExxppeerriieennccee SSyysstteemm is designed around this deep understanding of retail and our customers’ needs.

Your store associates require the specific knowledge, skills, and behaviors customersnotice, 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.

• Go beyond customer satisfaction by managing customer experiences with efficiency and care.

Our research shows that new behaviors are most likely to be adopted when people:

• Know what is expected of them and why.

• Care about the results because they understand the benefits to themselves and the organization.

• Believe that the processes and resources are aligned toenable them to perform their role effectively.

• Have the appropriate skills to carry out the tasks.

A Systemic ApproachAchieveGlobal approaches the retail organization at four levels.Like any other profound cultural change, serious CustomerExperience Management takes involvement at every level. Byaddressing all levels, a comprehensive result is achieved.

In the pyramid above, you will see the how we address needs ateach level of the organization.

Senior Executives DEFINE the CustomerExperience StrategyA truly differentiated customer experience begins in the C-suite.Senior executives:

• Define the experience that supports their brand.

• Establish brand-specific measures.

• Oversee acquisition of baseline data.

• Define and cascade new processes and activities to other leaders.

AchieveGlobal consultants work with you to ensure that yourservice solution effectively achieves lasting results—for bothyour customers and your organization—by helping you:

• Clarify direction and results required.

• Move forward by ensuring that processes are aligned tocreate positive defining moments with customers.

• Sustain momentum through effective performance measurement practices.

Field Leaders DIRECT Processes and Resourcesto Foster a Customer Experience CultureThe initial buy-in and long-term commitment of field man-agement are critical to the realignment of work to supportcustomer experience management. It’s at this level that formi-dable obstacles may appear—the persistence of old ways ofserving customers, or the need for resources. Overall, fieldleaders must enable store managers to support frontline super-visors and associates, who in turn create the desired experience,one customer at a time.

AchieveGlobal’s facilitated sessions, which are tailored to yourorganizational needs, will help managers to:

• Explore key concepts that form the foundation for apositve branded customer experience.

DEFINESenior Executives

Field Managers

Field and Store Managers

Frontline Associates

DIRECT

DEVELOP

DELIVER

Senior executives define the retail strategy with strategic skills.

Field managers direct the processes that energize strategy usingorganizational skills.

Field and store managers develop associates to succeed at the point-of-sale using supportive skills.

Frontline associates deliver at the point-of-sale withfoundational service and sales skills.

• Create an organizational commitment that serves as the framework for all actions, decisions, and standards. Thatcommitment—an extension of the overall brand—specifi-cally answers:

- Who are my customers?

- What do I do for them?

- How do I want them to feel about the experience we provide?

• Use customer feedback to create a Customer ExperienceRoadmap and then redesign it to align with the organiza-tional commitment.

• Create a customer experience culture and service stan-dards. (Who do I hire? How do I develop them? What are our policies and goals?)

• Prepare to apply the tools on the job with store leadership teams.

Field and Store Managers DEVELOPIndividual EmployeesClosest to customers and associates who serve them, storemanagers do the work that brings customer experience management to life. To help store associates create the desiredexperience, these managers need excellent coaching skills, i.e.,giving constructive feedback, recognizing effort and results,and finding opportunities to develop the talents of individualteam members. At the same time, store managers must modelthe skills they expect associates to use with customers.

Training modules tailored to your specific organizational needsfocus on developing skills that help participants perform thedaily coaching that reinforces results. These sessions explorethe value of positive customer experience, and provide skills fordeveloping others, building constructive relationships, andrecognizing employees in order to reinforce behavior.

Furthermore, the system is comprised of two high-impact components:

• Manager Preparation Workshop (8 hours)

• The Customer Experience Tool Kit™

AchieveGlobal’s Manager Preparation Workshop preparesmanagers to implement The Customer Experience Tool Kit™ withtheir employees. By attending this session, managers will be ableto prepare and deliver chats or mini-training modules on cus-tomer service and sales process effectively with employees priorto the day’s opening, at shift changes, or at close of day. Chat scenarios, branded to your organization and situation specific,enable managers to quickly assess the right chat topic for the situation and quickly review with employees the properresponse behaviors. These unique components ensure thatfield and store managers are able to:

• Facilitate knowledge acquisition and skill building for thestore associates.

• Consistently follow-up and reinforce customer service andsales process skills acquired during The Customer ExperienceTool Kit™ implementation.

Store Associates DELIVER the ExperienceTo create the positive defining moments at the heart of cus-tomer experience management—and to drive incrementalbusiness—frontline associates need an array of in-the-momentsales and service skills, including greeting customers pleasantly,asking questions to clarify needs, offering buying advice, handling concerns and service breakdowns smoothly, andexpressing sincere appreciation.

In a service environment, payroll costs place an enormous obsta-cle in the way of traditional approaches to skill development.Through the chats or huddles, store associates are exposed toextremely cost-effective training that is facilitated by theirlocal store management in short events of between 10 and 20minutes integrated into the daily workflow.

Each chat has a reference tool that can be distributed to asso-ciates during the sessions, making it easier for associates toremember what’s expected of them between meetings.

By participating in chats, store associates will:

• Acquire knowledge in the areas of customer service and sales process.

• Have practice opportunities with the acquired knowledge.

• Be prepared to effectively utilize acquired customer serviceand sales process skills with customers in their store.

Customization and TailoringThis system and its components were developed and tested towork in a broad range of retail environments.

Its discovery- and activity-based design ensures the standardactivities, exercises, practices, and role plays aren’t just self-tai-loring for your organization, they’re self-tailoring for each specific learner. Learners choose to work out challenges andsituations unique to them, and these “real-life” retail examplesare built in at no additional cost.

Any component of the system can be customized to includecompany-specific role plays, policies, or goals. The entiresystem can be customized to link the necessary skills to thespecific brand experience the organization wishes to create.Please contact your account executive to discuss these orother customization needs.

About AchieveGlobalIn the 21st century, the level of human skills will determineorganization success. AchieveGlobal provides exceptionaldevelopment in interpersonal business skills, giving compa-nies the workforce they need for business results. Locatedin over 40 countries, we offer multi-language, learning-based solutions—globally, regionally, and locally.

We understand the competition you face. Your successdepends 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 theseskills have a bright future in the 21st century. AchieveGlobalprepares you for that world.

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www.achieveglobal.com

© 2009 AchieveGlobal, Inc. No. M01244 v. 2.0 (05/09)