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Growing the Sweet Spot
A Balanced Strategy Produces Top Results

December 2008

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Page 2 of 3 Elements of a Great Customer Experience

• Your Brand Promise is clear and understood. Through consistent customer experience and messaging, your customer clearly understands who you are, what you are and where you are. Your brand is differentiated from the competition.
  
  
• Your Value Propositions
  
  
  1. Assortment – assortments are tailored to fit your proposition
     
     1. wide assortments offering best selection and choice
        
     2. top sellers – limited assortment, focused on best skus
  
  
  1. Price
     1. guaranteed lowest prices
        
     2. great values
        
     3. hot promotions
        
  
  
  1. Services
     1. instore services provided
        
     2. after-sale services – in shop, in home
  
  
  1. Brands
     1. top national brands
        
     2. private label brands
  
  
  1. Technology
     1. first to market with newest technology
  
  
  1. Multi–channel retail – stores, internet, eCommerce
  
  
  
• The Instore Experience
  1. clean and bright store environment
     
  2. exciting merchandising and compelling presentations – make it work
     
  3. interactive endcaps
     
  4. Exciting and informative signage
     
  5. Instocks – products are available to satisfy the customers wants and needs
     
  6. Great, customer centric employees
  
  
• The After Sale Experience
  1. Follow-up on complex purchases
     
  2. In-home services – a continuation of the brand promise
     
  3. Returns, exchanges and adjustments – make it easy for the customer

• Hire the best you can afford – be very selective and screen
  
  
• Train them
  1. New hire training – On-boarding
     
  2. Compulsory and self directed training
  3. Blended training – instructor lead and Intranet
     
  4. Training content accessible when the employee needs LMS
  5. Provide future opportunity – career ladder
     
  6. Hold them accountable to complete their personal/position training agenda – on time
  
  
• Respect them and their ideas
  1. Employees are a great source of ideas. For every 100 they offer, maybe one can be implemented
     
  2. Asking them to help and making them feel appreciated and a part of the team improves experience
     
  3. Great communication
     
  4. Communicate often but keep it clear and concise. Over time, excessive communication is lost in the noise
     
  5. Get to know them as individuals – build trust, respect, and loyalty
     
  6. Hold them accountable
     
  7. Recognition – with sincerity for accomplishments and providing great customer service
  
  
• Competitive compensation and benefits
  1. You do not need to over compensate, just keep up with the market
     
  2. Pay them right and pay them on time
     
  3. Make sure benefits are delivered – health plans, vacation time, insurance claims