First Retail Groups' Customer Experience Workshop that helps store staff improve sales conversion and build goodwill in a challenging marketplace.

1. Customer Experience
Developing performance through

2. 80% of
companies think
they give superior
service but only
8% of customers
believe they
deliver
70% of buying
experiences are
based on how a
customers feel
they are being
treated
90% of
unhappy
customers will
not willingly do
business with
you again

3. Today’s Focus
Selling Smart Boosting sales by asking the
right questions & developing depth of
connection
Gaining Priority. Ensuring your store is first
choice in an increasingly competitive market
Goodwill & Advocacy. ‘WOW’ people –
creating customers that crave the
experience your store delivers

4. Trends
What’s influencing
consumer behaviour?
Customer
Experience
What this means &
why it’s so important
Maximising
Opportunity
Lifting sales & goodwill
Customer Groups
Responding to key
customer groups
Make a Difference
Your part in improving
performance
Goal Setting
Developing a personal
action plan
Todays Agenda

5. Shopping & Service Trends
• Consumers are highly purposeful
• Consumers have the knowledge
• Value quest but price isn’t everything
• Convenience & availability is vital
• There are more influencers
• Loyalty is increasingly fragile

7. Where are the Challenges
Here’s what businesses shared with us…
Lack of great experience benchmarks
Disconnect between belief & delivery
Familiarity distracts from great service
Inconsistency across teams
Store environments need some love

8. Customer
Experience
Choice in
Shopping
Channels
Service
Beyond
Expectation
Genuine
Warmth &
Appreciation
Stores that
Attract &
Inspire
Product
Customers
Want
Recognised
Value
Proposition
Customer Experience

9. Making the Difference
Exceptional customer experience is transformational
• From Chore to enjoyment
• Makes your store truly stand out
• Creates a vibrant environment
• Easy selling to people that ‘love
what you do’

10. Commercial Necessity
Why customer experience is so important
• Selling more to those that visit
• Meet or exceed sales budgets
• Encourage customer loyalty
• Create customers as advocates
• Ensuring profitability in all we do

11. Customer Experience Basics
Approach
Body Language
Communication
& Conduct

12. Approach
A warm welcome, making good eye
contact & always being the first to speak!
Body Language
Open, interested & engaging through
stance, focus, arm positioning & friendly
gestures that demonstrate your attention
for the customer.
Communication & Conduct
Encouraging conversation builds rapport ,
respect, connection and relationship. The
way you work & relate in the store is
always on display & subject to scrutiny.

13. Success Fundamentals
Key metrics that drive performance
1. Average sale value
2. Add-on sales achieved
3. Weekly sales to budget
4. Online connection

14. The Hunter & Browser The Future Customer The Loyal Customer

15. Hunters & Browsers
Converting the largest potential customer group
• Visit often but shop less frequently
• Shopping is often a pass-time
• May be shopping to a budget
• Often looking for inspiration
• Need compelling reasons to buy

16. Hunters & Browsers
Converting the largest potential customer group
 Keep your store & offer changing
 Ensure any deals are clear & visible
 Benefit from inspiration
 Can often be swayed by impulse
 Will ultimately spend elsewhere so
“make it yours”

17. Loyal Customers
Dedicated customers drive the largest proportion of sales
• Want to be treated specially
• Appreciative of relationship
• Trust in judgment & advice
• Welcome sharing views to help
• Value priority opportunities
• Are your best advocates

18. Loyal Customers
Dedicated customers drive the largest proportion of sales
 Understand & respond to needs
 Recognise & welcome them back
 Your knowledge must differentiate
 Make them part of key decisions
 Showing priority builds goodwill
 Welcome their wider circle

19. Future Customers
Developing our next generation of supporters
• Looking to identify with brands
• Want connection & relationship
• Often Validate options & choices
• Assurance it’s a smart decision
• Want to help shape stores’ offer

20. Future Customers
Developing our next generation of customers
 Develop your brand story
 Build depth of relationship
 Ensure high online visibility
 Positive online profile & validation
 Understand need & expectation

21. Never Miss a Chance!
Customers are a precious commodity
 Maximise every opportunity
 Great interactions grow goodwill
 Never judge customers’ potential
 People buy from people
 Happy customers are advocates

22. Making the Difference
Small changes can make a big difference
 Focus on achieving the sale
 Work to build the average sale
 Suggest complementary products
 Encourage spending locally

23. Achieving Positive Change
• What is Gore’s unique personality?
• Can Gore set the standard for
customer experience?
• Which sales metrics can you
focus on successfully?
• How can you get closer to your
customers?

24. Your most loyal
20% of
customers often
make up over
50% of sales
80% of
customers are
willing to pay
more for superior
customer service
100% of those
here today have
the ability to make
an immediate &
positive difference
to sales & goodwill
for their workplace

26. Customer Experience
Developing performance through