Customer Experience Management

Super Store Manager Program

 Introductions

• Your name

• Current store

• Growth and experience at more

• Your vision for your store

Let’s Respect Each Other
No Cross In case you have a doubt raise your
Talk hand and ask

Cell phones Please keep your cell phones on

on Silent silent mode

Please come back from breaks on

On time time
Session flow
Project Gold elements
 Objectives of Project Gold
Quantum leap Improve SPSF through active
in performance customer engagement

Operational
Rediscover the
excellence
consumer
 Golden results

Customer NOB ATV Sales Profit Incentives

Satisfaction
Session flow
So… what does Project Gold have to
do with this training program?
Super Store Manager Program
Super Store Manager program
Key elements – SSM program
Customer experience management
Session flow
Objectives
Session flow
Journey of retail
Journey of retail
Session flow
Customer experience
 Customer experience is

Includes awareness,
discovery, attraction,
Sum of all
experiences interaction, purchase,
during store
interaction
use, loyalty and word
of mouth
Your experience…
Audit scores for more
Audit scores for competition
 Average scores

Touch Points MORE COMPETITOR

STORE ENTRANCE
4.09 3.64

STORE AMBIENCE
3.91 3.07

VISIBILITY & LAYOUT

3.91 3.00

MERCHANDISE
4.10 2.79

STORE HYGIENE
4.20 3.14

STAFF
3.40 1.64

CHECKOUT
3.70 2.64

HOME DELIVERY
4.10 3.21

EXCHANGE
4.10 2.64

OVERALL EXPERIENCE
4.10 2.93
Comparative graph
 Mystery audit report
Competition
more
• What aspects of the • What aspects of the
store impressed you store were you
most? disappointed in?

• Change one thing • Replicate one thing

about the store or from competition in
the service ? your store ?

more
 Aspects which were Impressive

More Competition

Hygiene Store Hygiene

Customer Service FnV Section & Range

F&V Quality & Displays Ambience

Ambience Offers
 Areas of disappointment
more Competition

FNV Exchange

Service Ambience

Dust on Products Hygiene

Store is looking small size Staff service

Grooming Dusting

Prices not reasonable Security guard sitting

Offers Offer not communicated

Staff response to customer

Areas would like to Change

Customer Service

Low Inventory

Knowledge of every product

Stock levels / More place in back room

Security Guard to be trained

Clean & Hygiene Store

 Areas to replicate
From more From Competition

Cash counters Offers

Hygiene Hygiene

Cross selling Loose Staples

Knowledge of every product Customer Service

Sufficient space between racks

Cash counters / Stock levels decrease

Changing customer expectations
Session flow
 What is the
customer saying?
Customer speak
Customer speak
 Customer concerns
Change in
Clubmore Cash Till System not
Slow billing
Point system working Cleanliness &
not informed
Hygiene
No Security
Guard Fast Billing Service is good Merchandise

Staff
Cleanliness & No Cashier at the
No change counter Checkout
Hygiene

Home

Home delivery Merchandise dusting Vegetables not Delivery

not as promised not done Fresh
Meeting customer expectations
Session flow
 Customer experience map
Tool to measure customer’s experience

Uncovers customer experience improvement opportunities

Framework to drive increased customer satisfaction

Fosters repeat buying and loyalty

Our store map
 Customer experience map
Store
Store Visibility & Store Home Overall
Key touch points in the store ambien Merchandise Staff Checkout Exchange
entrance layout hygiene delivery experience
ce

Customer activity

What is the customer thinking?

What to do to delight the customer?

What could contribute to upset the

customer?

What do you want the customer to feel?

Staff involved

Other requirements

How will we measure this experience?

My role as a store manager

 Customer experience map – an example
Key touch points in the store MERCHANDISE
Customer activity Pick up products as required and / or impulse buying
Does the store have all that I need and …… in particular?
What is the customer thinking? Are the products fresh and of good quality?
Do they have a range that I can pick from?
Do they have good discounts and offers?
Clean store, aisles and shelves
Clean and FEFO merchandise with no damaged or expired products on shelf
What to do to delight the customer? Well lit store with adequate communication on offers and sections
Well informed staff with high customer service orientation

Dirty products, shelves, aisles

Lack of variety, empty shelves
What could contribute to upset the
No staff to assist; Staff with little or no product knowledge; Rude or indifferent staff
customer?
Price mismatches; No offers or communication of offers
Bad store ambience
Product range at more is fantastic and very competitive; Offers are plenty and suits each
What do you want the customer to
customer's requirement; Staff are very helpful and knowledgeable and encourage to try out new
feel?
products; Store is constantly updating its product range to suit customer needs
Staff involved Store Manager, Bay Ka Malik
Other requirements FEFO, Expiry and Damage check, Store Hygiene schedule followed
How will we measure this experience? Bill value; Repeat buying - Clubmore; Customer feedback on merchandise and staff
Ensure staff are trained well; SOP is adhered to for store cleanliness and Shelf Management;
My role as a store manager Interaction with customers to understand needs and feedback to Central Merchandisers through
Cluster Manager; On time communication on offers and promotions;
Let’s map our customer’s experience
Session flow
Customer Touch points
Store Ambience
What do you feel inside these stores?
Apple store - 5th Avenue - New York
Apple store - 5th Avenue - New York
Apple store - 5th Avenue - New York
How should your customer feel inside your
store?
What the customer should get
 Common errors
Cluttered / over crowded aisles / danglers restricting mobility

Damaged and inadequate signages

Improper or poor lighting

Smelly store / washroom odour

Damaged baskets / trolleys, shelves and fixtures

Impact of common errors
 What you must do..

What you must not do..

Visibility & Layout
What are you looking at in these stores?
Apple store - 5th Avenue - New York
Apple store - 5th Avenue - New York
Apple store - 5th Avenue - New York
Apple store - 5th Avenue - New York
How well do you want your customers to know
your store?
What the customer should get
 Common errors
Lack of appropriate signages or damaged / faded signages

Excessive VM elements – clutter and confusion

Poorly stacked shelves

Wrong or missing SELs / Talkers

Clutter free aisles

Impact of common errors
What you must do..
What you must not do..
Store Hygiene
How clean are these stores?
Apple store - 5th Avenue - New York
Apple store - 5th Avenue - New York
Apple store - 5th Avenue - New York
How do you want your customer to feel
walking into your store?
What the customer should get
 Common errors
Unhygienic shelves, fixtures and merchandise

Dirty trolleys / baskets

Unhygienic staff – not groomed

Badly maintained washrooms

Dirty and cluttered checkout

Impact of common errors
What you must do..
What you must not do..
Exchange process
What will you do to ensure a smooth exchange
process for your customer?
What the customer should get
 Common errors

React and refuse exchange

Not aware of the exchange policy

Commenting during exchange process

Impact of common errors
What you must do..
What you must not do..
Session flow
 Our vision

To consistently provide the Indian consumer

complete and differentiated shopping

experiences and be amongst India’s top

retailers, while delivering superior returns to

all stake holders

 Our promise

“Assured Quality” of products

and experience
Our brand values
Service Promise
 Service Promise implementation
Service promise What it means
Baggage handler – greet, open door
Interaction with CSA – greet, offer trolley/basket, offer to assist
customer Cashier – greet, pacify, thank
Duty Manager – situation mgmt/satisfy customer

Key components:
Fast Checkout POS Utilization and Cash till manning as per NOB trend of the store
Cashier training and Super fast cashier recognition
Hardware and software upgradation

Price/Promo Daily SEL Process adherence

accuracy BKM responsibility for all price signages – A4s, A7s, C&S

Written policy – reiteration

Exchange process Unwritten policy – reiterate value of lost customer
Every SM Meeting, Store briefing

Clear commitment/announcement in the store

Home Delivery Home delivery challan – commit time of delivery
experience Specific responsibility to an Associate
Review by CoM on visit
168
Session flow
How do I want my customer to feel at my
store?
What do you do to make them come back and
be happy about each experience?
Are you proactive or
reactive?
Kinds of people
Circle of concern and Circle of influence
Session flow
Learning
Understanding
Actioning
 Action plan
ACTION PLAN

Specific gaps What must I Resources required By when must

Key customer touch Major Action How do I close How will I
that need to do to close I close these
points Areas these gaps measure it
be addressed these gaps Internal External gaps

Store entrance

Store ambience

Visibility & layout

Merchandise

Store hygiene

Staff

Checkout

Home delivery

Exchange

Overall experience

Participants must choose and finalize their projects by the end of the workshop
with the help of the Senior Operations resource present in the workshop
 The 5 Why’s

Quick and
simple tool to
understand
root cause of a
problem
How?
Illustration
All the best and thank you