create a great customer experience, the store managers are the
primary people who hold the key to the success of a retailer’s effort.
Why store managers?
Well, common sense may lead one to think that the store’s associates are
the ones who interact with the customers and have the greatest impact on
customer experience. While that is true,
the question is how does a retail store ensure that their associates are
performing at the highest level to ensure great customer experience?
Generally, the desired basic behaviors of the store
associates are a friendly greeting and to assist customers in finding
products. With training, most of the
store associates are able to provide helpful services. However, to consistently deliver and learn
from experiences, store associates need someone to provide feedback and
guidance; that is why the store manager is the key. Store managers or department managers, are
managers and coaches of all things behavioral.
They should set targets, define what is good, catch people doing the
right things, and provide feedback. They
are the primary vehicle for delivering intrinsic and external motivators. Store managers are accountable for store
culture, climate, experience and results.
If you want to change the customer experience in retail
stores, the key to sustainable change is working through the store managers.
