BrainTrust Query: Moments of Connectivity
Through a special arrangement, presented here for discussion is a summary of a current article from Retail Contrarian, the blog of Dynamic Experiences Group.
In customer experience management we often talk about moments of truth to define those times in which important brand impressions are formed and where there is significant opportunity for good or bad impressions to be made.
In retail, moments of truth occur in key interactions:
- On the phone
- When a customer enters the store
- When he/she is engaged by an employee
- At check-out
- Leaving the store
- Follow-up cards, emails, newsletters.
Together, along with store's products and environment, these moments add up to
the customer's experience.
At the staff level in specialty stores, we can drill it down further to what I call "moments of connectivity." Those happen by taking advantage of key interactions to connect with the customer in a meaningful way. Many of these key interactions overlap with the Moments of Truth, but there are also some additional engagement points that are vital to the moments of connectivity.
I believe three of the most important moments of connectivity are as follows:
1. First engagement. Sadly, many stores short-circuit right here by ignoring customers or opening with a "How may I help you?" Fall short here and it's much more difficult to create connectivity later on.
The goal
at this point is to:
- Demonstrate your priority of customer service/experience.
- Let your customer know you're glad he/she came into your store.
- Create a welcoming environment.
2. The transition from welcoming the customer to developing the relationship. Many customers want to be left alone, and that's fine. But more often than not, the customer wants to be left alone because of the quality of the first engagement. We control this more than we know.
At this connection we want to learn about our customer and the reason for his/her visit. There's a reason a customer comes into our store. Notice the word "reason," not "need." Too often we disconnect from the customer if they don't state a need.
Great sales associates don't small talk; they establish a relationship through meaningful conversation. They engage with purpose. They show sincere interest in their customer without making it about themselves.
3. Showing or recommending the product. The most successful sales associates establish a very strong connection here. They continue to learn more about their customer in relation to the products. They aren't shy with their professional opinion, but at the same time they never forget that the goal is to help the customer purchase the right products for them. It doesn't matter what the sales associate likes.
I've seen a number of people who establish wonderful connections with the customer and then disconnect when showing/recommending products. I'd have to guess there are two reasons. They either didn't learn enough about the customer before showing/recommending products, or they have unresolved issues about being in retail sales. Don't underestimate that second one.