BrainTrust Query: Moments of Connectivity
a special arrangement, presented here for discussion is a summary of a current
article from Retail Contrarian, the blog of Dynamic Experiences Group.
customer experience management we often talk about moments of truth to define
those times in which important brand impressions are formed and where there
is significant opportunity for good or bad impressions to be made.
moments of truth occur in key interactions:
- On the phone
- When a customer enters the store
- When he/she is engaged by an employee
- At check-out
- Leaving the store
- Follow-up cards, emails, newsletters.
Together, along with store’s products and environment, these moments add up to
the customer’s experience.
At the staff level in specialty stores, we can drill it down further
to what I call “moments of connectivity.” Those happen by taking
advantage of key interactions to connect with the customer in a meaningful
way. Many of these key interactions overlap with the Moments of Truth, but
there are also some additional engagement points that are vital to the moments
I believe three of the most important moments of connectivity
are as follows:
1. First engagement. Sadly, many stores short-circuit right here by
ignoring customers or opening with a “How may I help you?” Fall short
here and it’s much more difficult to create connectivity later on.
at this point is to:
- Demonstrate your priority of customer service/experience.
- Let your customer know you’re glad he/she came into your store.
- Create a welcoming environment.
2. The transition from welcoming the customer to developing the relationship. Many
customers want to be left alone, and that’s fine. But more often than not,
the customer wants to be left alone because of the quality of the first engagement.
We control this more than we know.
At this connection we want to learn about
our customer and the reason for his/her visit. There’s a reason a customer
comes into our store. Notice the word “reason,” not “need.” Too
often we disconnect from the customer if they don’t state a need.
associates don’t small talk; they establish a relationship through meaningful
conversation. They engage with purpose. They show sincere interest in their
customer without making it about themselves.
3. Showing or recommending the product. The most successful sales associates
establish a very strong connection here. They continue to learn more about
their customer in relation to the products. They aren’t shy with their professional
opinion, but at the same time they never forget that the goal is to help the
customer purchase the right products for them. It doesn’t matter what the sales
I’ve seen a number of people who establish wonderful
connections with the customer and then disconnect when showing/recommending
products. I’d have to guess there are two reasons. They either didn’t learn
enough about the customer before showing/recommending products, or they have
unresolved issues about being in retail sales. Don’t underestimate that second
Discussion Questions: Which of the typical interactions between sales personnel and customers in the store are most critical in establishing a positive customer experience? At which connection point do sales personnel usually fail to deliver?