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Simple Marketing Now LLC – http://SimpleMarketingNow.com © 2010 Retail Hospitality or… Customer Service before, during & after the Sale Nufloors Meeting Christine B. Whittemore September 2010

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Page 1: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Retail Hospitality or… Customer Service before, during & after the Sale

Nufloors Meeting

Christine B. Whittemore

September 2010

Page 2: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

A Big Event in Your Life…

Page 3: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Does It Happen In a Void?

• Or, is it part of a bigger picture?

– During which you meet people, build relationships

– Share context & affinity– Build trust– Expect continuity of good treatment

Page 4: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Same For Our Customers!

• Purchase decisions are big deals

• They don’t happen in a void– Context matters– Search for solutions – High expectations

• Relationships matter

See http://www.simplemarketingblog.com/2010/08/digital-visibility-reason-behind.html

Page 5: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Think of Customer Service as Retail Hospitality

Page 6: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Retail Hospitality Affects

• The Retail Environment itself– How welcoming & engaging, focused on

customers, attentive to details?

• The Retail Sales Associate– Focused on each customer? Willing to

develop a relationship? Passionate about follow-up and attention to details?

• Before, During & After

The Retail Experience!

Page 7: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

If Done Well…

• Word of mouth (WOM) referrals about your amazing customer service!– Return for additional purchases– Tell others

• Referrals: a big deal!– WOM a primary factor behind 20% to 50% of

all purchasing decisions*

* April 2010 issue of McKinsey Quarterly

Page 8: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

If Done Poorly…

Page 9: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

You Never Hear Why…

Page 10: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Yet,…

• One unhappy customer will tell 9 others

• Result:– You must work harder for business

• Every transaction becomes a new transaction

Page 11: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Be Hospitable or Not.

The Consumer has choices.

Page 12: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

If You Intend to Be Profitable,

NO Choice but to adopt Retail Hospitality and focus on Customers with Service.

Page 13: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

A Customer-Centric View

Page 14: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

From The Customer’s Perspective

• Who is she?– What matters to her?– What is her purchase process

• The Retail Experience– The Store– The People

• How To Become Truly Hospitable

Page 15: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Women Consumers in Canada

Page 17: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

And…

• 60% of women work– 47% of the labor force*

• 42% of management, business and financial operations

• 56% of professional and related occupations

• 57% of service occupations

• 64% of sales and office occupations

– In 55% of US households, make half (or more!) of their family’s income!

– Control family finances in 75% of households

* Catalyst – US Women in Business Jan 2010

Page 18: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Chief Purchasing Officers

• Own businesses!– 10.6 million women business owners

• Generate $2.5 trillion in sales • Employ 19.1 million workers

• Thoughtful about how they spend their money:– Quality matters

• Before price and service

Source: Center for Women’s Business Research 10/2/09 research

Page 19: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

66% of all personal computer purchases67% of financial services70% of travel decisions80% of home-improvement

83% of all consumer purchases88% of retail customers in the U.S.91% of home sales

• Single women: – 2nd largest group of homebuyers at 21%– 18% of all first time home buyers [vs. 9% men]

94% of home furnishings

Major Purchase Decision Makers:

Source: Tom Peters: Re-imagine! And BWN Wow! Quick Facts

Page 20: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Tougher To Satisfy

• The Era of Frugality– Simplify her retail experience

• She doesn’t trust what marketers tell her– Don’t lie or waste her time

• Her definition of Value:– Make the world better – Don’t make her regret her decision

Source: FCW: Have you adapted your retail experience? by Christine Whittemore

Page 21: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Conflict in the Marketplace!

Page 22: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

People vs. Organizations

Real, Human,

IndividualsVs.

Inauthentic, faceless

organization, corporate wall

Connections Vs. Hierarchy

Communities Vs. Corporate brands

Page 23: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Women vs. Men

• Most marketplace environments: – Consumers are women– It’s a man’s world

• Men & women communicate differently – Women have higher expectations

Customer service matters to her…

Satisfy women’s higher expectationsBenefit men, too!

Page 24: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Extremes In The Marketplace

MenIndividual Perspective

Competition

Dominate

Play to win

Resist outside influence

Conceal weakness

Just the facts

What’s the bottom line?

Do stuff together

Maintain self control

It’s either right or wrong

Overlook detail

WomenGroup Perspective

Interaction

Nurture

Play to improve

Seek advice

Reveal weakness

How does it make me feel?

What’s the context?

Talk together

Experience & show emotion

It depends

Notice detail

Page 26: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

The Purchase Cycle is Long!

• Long gestation period– 2 years to make a decision

• 2 months of active purchasing

• Lots of anxiety

Source: Rock Solid – John Cameron; Image: Nufloors site

Page 27: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

1. Activation

It starts differently

Page 28: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Getting Input From People

• Offline– Conversations with friends and family

• Online– Search engines– Social tools

• Forums• Networks• Blogs

• Context matters

Page 29: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

2. Nomination

The outcome is different

Page 30: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Women are More Particular

• Men want something that “will do”– Pair down criteria – Buy first suitable option

• Women want the “perfect answer”– Start with generalized concept– Add criteria– Keep exploring until they find the perfect

one

Page 31: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

3. Investigation/Decision

More information & more options

Page 32: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Investigating Options…

• Women undertake comprehensive research – Spiral Path

• Research is due diligence

• It takes time– Women rarely purchase early in the

process

Page 33: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Women Take Their Time

• “Presales indicators” may improve before sales increase– Literature requests, web visits, store browsing

• Watchouts: – Don’t always be selling! – Offer value, help answer questions, listen, be

committed to customers and there for the long haul…

– Follow-up

Page 34: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Women Go Online

• Women are majority of online audience & growing!– Communication

– Content

– Commerce

– Sense of Community

– Convenience [i.e., 24/7]

• Women are online– 84% of social media sites are frequented more by

women than men*

Source: * CRM Buyer

Page 35: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Search & Social Media

• Can you be found from a search window?• Does your website tell your story?

– Do you offer valuable and unique content?

• What about social media?– Can your website content be shared?– Do you have Facebook Page?– What about a Blog?

• Are you personally engaged with these tools?

Page 36: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

4. Success!

Influence goes beyond purchase

Page 37: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Women Consumers are Worth It!

• More profitable than men– Shorter repeat purchase cycle

• IF SATISFIED!– They give referrals

– The “Multiplier Effect”

• Resulting word of mouth– Most powerful & effective marketing

tool** Source: Fred Reichheld. The Ultimate Question

Page 39: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Hospitality & The Retail Experience

The Store

Page 40: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

What is a Store?

• Where shoppers and goods come together

• It leads to shopping• It can make or break a purchase decision

Source: Paco Underhill – Why We Buy?

Page 42: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Shopping is Sensual & About Seduction

• We use our senses to choose or reject something – Possession: emotional & spiritual

• Not technical!

– Begins in the eyes and then the mind• Paying, a mere technicality

• We take time to investigate and consider products with a high level of ‘involvement’– Flooring!

• About the shopper, her dreams & expectations

Page 43: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Your Store Performs a Service

• Where you humanize the retail experience– Service & hospitality!

• Showcases your merchandise– How it fits in the home– Allows customers to ‘try ideas on’

• Source of fashion-inspired ideas

• Communicates details about what to expect from you– Your expertise– Your commitment to service– Relevant customer solutions

• Worth returning to and talking about

Page 44: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

How You Merchandise Products

• Creates discussion • Showcases fashion and newness

– Upgrades– Vignettes/trend boards– Store windows

• Update your windows, displays, vignettes –and website – frequently

• Show how people use the product

Page 45: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Details Affect Experience

• They communicate information about you• Do you take care of the basics?

– Bathrooms….– Empty brochure holders? – Sense of fashion?– Clutter?– Follow-up– Chairs & tables

• Can the store help address problems consumers have with the product/category?

Page 46: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Aggieland Carpet One Floor & Home

Page 47: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Associated, Seattle

Page 48: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Atlanta Flooring Design Centers

Page 49: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Jack Laurie, IN

Page 50: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Great Floors, WA

Page 51: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Nufloors Coquitlam

Page 52: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Carpetright, UK

Page 53: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Shoes and Carpet

Page 54: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Hospitality & The Retail Experience

The Salesperson

Page 55: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Salespeople Bring Service To Life

• Welcome customers to store

• Become customer advocate and consultant

• Own customer relationship– Follow-up– Facilitate problem resolution– There for the long haul

Page 56: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Our Customer

• Has anxiety

• High expectations– Decisions affect her home

• Remember that she sees conflict ahead– How to relieve that anxiety?

Define Expectations!

Page 58: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Selling to Women

• It’s about:– Communicating & listening– Being focused on the consumer– Adapting your environment to meet your

customers’ needs

• Done successfully, it not only appeals to women, but also to men

Page 59: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Remember Men’s “Individual Perspective“

• The world is a hierarchy • Hear & speak language of status &

independence, competitive– Goal: Get information, establish status, show

independence, solve problems, win, finish

• Tell facts, give advice, interrupt more frequently– Nouns, verbs– Concise, precise, to the point

Source: Deborah Tannen. You Just Don’t Understand

Page 60: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Remember Women’s “Group Focus”

• The world is a network of connections • Speak & hear language of connection & intimacy

– Goal: Connect, create relationships, encourage interaction, exchange feelings, facilitate communications

• Understand & be understood• Be thorough and be sure salesperson is thorough

– Want/need time to get to know you, and you her

• Use qualifiers, disclaimers, apologies, explanations– Adjectives, adverbs– Start at beginning to discuss a topic: more detail

Source: Deborah Tannen. You Just Don’t Understand

Page 61: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Capturing These Extremes…

• Women: people, feelings, relationships – to increase sense of connection with others– Value:

• Perceived honesty & integrity of salesperson • Can you be trusted & counted on in the future

• Men: business, dollars, sports -- to accomplish, solve, finish task– Value:

• Salesperson’s financial understanding, knowledge of construction pro/cons, negotiating skills

Source: Deborah Tannen. You Just Don’t Understand

Page 62: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

What This Means For Delivering Hospitality & Memorable customer service…

Page 63: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Exude Hospitality In-Store & In Person!

• Look at your store with your customer’s eyes• Be fully customer-focused in person

– Be helpful, open to general conversation, take her seriously

• Encourage browsing, be available

– Be in high listening mode• Active listening, no interruptions, clarify when appropriate

– Be a partner, team player, collaborator, advocate. NOT an adversary

• Respect, trust, ask questions, listen

Page 64: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Translate What She Wants

• Women rely on representatives to:– Listen, interpret needs & understand end use,

Recommend solutions, Advise on best choice to enhance the quality of her life

• Build a relationship & earn her trust– Take her, her research, her sources seriously– One transaction, just the beginning

• Follow-up after EVERY installation and beyond!

• Listen to her life story to personalize your pitch

Page 65: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Show Her You’re Listening

• Body language & tone of voice signal respect– Appear attentive and convey genuine interest

• Women make eye contact and expect it in return

• Vary facial expression, nod head, acknowledge

– Head nods

– “I’ll think about it”

Page 66: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

“Listen” Online

• Go to a search engine

• Find search terms of interest – Start with broad terms– Refine them as you obtain more information

• Google blog search

• Google alerts

• Reviews

Page 67: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

It’s About Your Customer!• Passionately pursue customer satisfaction!

– Be customer-centric:• How can you help solve her problems?

– Follow-up with her at every stage & stay connected….

• Bad service can undo a lot of good work• Good service creates customer loyalty

– Word-of-mouth referrals – Long-term profits!

Page 68: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

If You Intend to Continue Successfully,

Adopt Retail Hospitality. Focus on Customers with Service before, during & after the Sale.

Page 70: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Thank You!

Page 71: Retail Hospitality or Customer Service Before, During & After the Sale

Simple Marketing Now LLC – http://SimpleMarketingNow.com

© 2010

Will You Assess This Presentation?

• Was this valuable?– What did you like most?

• Would you recommend it to a friend?– What would you say?

• What is most important idea you learned?– What will you put into action immediately?

• What do you want to know more about?– Your email address for more information.