Don’t embarrass your customer-facing staff…
Supermarkets rely on in-store staff to deal with customers’ queries. If they can do so confidently it makes the staff feel good and adds to the customer experience. When customers come into a store and ask about a promotion and the person they ask genuinely has no clue about it then it is embarrassing all-round.
Ken overhauled Safeway Stores’s approach to briefing frontline staff about marketing and promotional initiatives — this involved trusting staff through earlier sharing of information and giving Customer Service Managers (CSMs) rather than Store Managers the lead responsibility.
Ken overhauled Safeway Stores’s approach to briefing frontline staff about marketing and promotional initiatives — this involved trusting staff through earlier sharing of information and giving Customer Service Managers (CSMs) rather than Store Managers the lead responsibility.
There were several benefits such as relieving pressure on already busy Store Managers and helped the development of CSMs, a key role for those seeking to progress to store or regional management.
Vitally it helped improve sales and customer-retention. On one campaign on core product availability was worth an annualised sales uplift in the region of £25m-£30m.
communicate > engage > mobilise > transform > improve
