May 3, 2023 1

Welcome

May 3, 2023 2

Why Are You Here?

Sharpen the Saw

Customer Engagement

It’s all about…..“Creating Relationships – that put a

Smile on the Customer”

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Questionnaire

• To be prepared

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Video

• Customer engagement at the store• Customer Engagement Video

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Pre-Assessment

• Test – What is the purpose of your job– Is it waiting on customers? – Stocking shelves?– Delivering a great customer experience?– Educating the consumer? – Making a sale?

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Debrief: Test / Video• How has the CSA engaged with the customer?

– What has he done right– What has he done wrong– What should have been done better

• Purpose: “to create and keep a customer”– Build a relationship – Be more loyal to us than our

competitors. – Leaving our store feeling better than when they

walked in.– We want to walk out with a Smile

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Objectives of the Program

• Shift the engagement with the customer from transaction to relationship building.

• Understand and develop skills needed to delight customers at the store

• What can CSAs get out of the Program

First Impressions ???

Activity: First Impression

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First Impressions

• You are the First point of contact with the Customers

• You are the Store’s image – Customers observe your personal grooming and

grooming of your Store– Organized product display – Clean products on the shelf

Greeting Customers

“Namashkar”

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Greeting

• Why?• Where?• Whoever?

Process of Greeting a Customer

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Process to Greet Customers

• Namaste (pause) or Namaskar or Good Morning/Afternoon/Evening

• Use a warm and friendly voice – be careful of the tone of your voice

Customer Enters Store

Approach (Eye Contact) Smile Acknowledge Greet

This should take within 0-5 Sec of Customer entry

Communicating with Customers

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Look at this short films

• Video 1• Video 2

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Communication

• 7% - Words• 38% - Tone & Pitch• 55% - Body Language

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What is important in communication with the customer?

• Non-Verbal– Body language

• Verbal– Words, volume, pitch and tempo

Engaging with Customers

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Engaging – Some questions

• What brings you to our Store today?• What would you want?• How do you feel about it?• What are the issues with this product?• What do you recommend you do?

What do Customers want?

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Customers Needs

• Understanding customer needs is not always a simple task

• The customer does not generally state what he/ she needs.

• It is the CSA’s task to identify what exactly the customer desires

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Types of Needs

• Stated needs • Real needs • Unstated needs • Delight needs • Secret needs

Understanding Customer Needs

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Process of Dialoguing

• Video – Guru Mantr

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Two ways we can understand Customers

• Questioning

• Listening

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Questioning – Why should we ask Questions?

• Inviting them to talk• Get basic knowledge about the Customers • Voice of Customer (pain / need areas)• Gives direction to the conversation• Builds Empathy in the Customers• Establishes a base for building a relationship

Back

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Types of Questions

• 5 Why’s

• Tell Me

• Closed Ended

• Open Ended

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5 Whys

• 1st Why – Stated• 2nd Why – Real• 3rd Why – Unstated• 4th Why – Delight• 5th Why – Secret

To be worked on

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Using “Tell Me”

• Wonderful way to prompt Customers• Gets you extra information about the Customers• Strengthen the rapport with your customer

– Tell me about the fabrics you like most.– Tell me about your best Choupal Saagar purchase. – Tell me more about what styles your

son/husband/friend likes. – Tell me more about your favorite styles of Shirts

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Examples

–E.g. “Tell me about the colors you like”–E.g. What kind of shoes do you wear? –E.g. Would you tell me more about your shirt?–E.g. Could you help me understand for what

you buying these trousers for?–E.g. What kind of information are you looking

about this product?–E.g. Tell me how this problem started? –E.g. Where else did you looked at for this

product?

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Open Questions

Use questions starting with:

• Who• Where• What• When • Why• How

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Examples

• E.g. What kind of information are you looking about this product?

• E.g. Tell me how this problem started? • E.g. Where else did you look for this product?

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Listening-Why is it important to Listen to Customers?

• to understand customer needs – advising them the right product

• to demonstrate to customers that you understand them

• to expect future needs / unstated needs• customer satisfaction depends upon listening

actively

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Listening

• Video - Listening

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Active Listening Techniques

• Pay attention. • Show that you are listening• Do Not Interrupt• Provide feedback• Answer rightly

Dealing with QueriesVideo

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Common Customer Queries

• Do you have….?• How much is….?• Where can I find…?• What goes with…?• Which product is better?• How long will it last?• When are you open?• Do you provide home delivery?

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Steps in dealing with customer queries

1. Understand / Evaluate query2. Answer query• When you cannot Answer the Query

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Understand the query

• Is it a simple query• Decide whether you can answer the query, if

Yes, go ahead and help them• Is query is something more complex

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Answer query

• Stop what you are doing if you can & help them• Give the customer your complete attention• If the customer wants to know where an item is

located, – escort the customer to the product, – do not give direction how to reach that particular

product or category

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When You Cannot Answer the Query

• Inform the customer that you will get the assistance

• Escort the customer to the person who can answer the query

Explain the customer’s query to the person providing the assistance – Validate with Customer

If still not resolved – Escalate to the Store Manager

Delighting Customers

Module 3

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Module Objectives

• Shift the engagement with the customer from mere transactions to experiences that build relationships

• Cab Story essence

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Why is it important to Delight Customers

• Retains customers– Cab Story

• Increases referrals – – Mashwara

Expand in FG

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Ways to get feedback

• Observe the Customers• Ask the Customer - Verbal feedback

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Follow Ups

• Continue to Engage• Make yourself available• Become a credible source of information

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Become a credible source of InformationBecome a major resource for the customer:

• Super information source• a Super advisor.

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How can we Keep in Touch with Customers • Thank you calls for purchases, referrals or

continued business. • An announcement of your new product or

service• Birthday or Anniversary greetings• A notice of a special sale or offer. Include

coupons for customer discounts – E.g. Service camp for CD / Mobiles – E.g. Rainfall information

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Complaint

A survey shows that out of 100 dissatisfied customers “97% don’t complain”…...” they just shift to the competition”

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Complaint

• Why customers do not complaint?• Handling Customer Complaints

How to be a Successful CSA

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10 Behaviors that will make a successful CSA

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1. Engage Every Single Customer

• You must engage to every Customer• Learn from victories • Analyze mistakes• What did you do differently today to close the

sale

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2. Focus on the Floor

• Imagine that you're the customer in someone else's Store

• Give undivided attention to the Customers• Give Smiling service

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3. Listen to Your Customers

• Pay attention• Show that you are Listening• Provide feedback• Do not interrupt• Answer rightly

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4. Look professional

• well-groomed and dressed appropriately• friendly and welcoming disposition• follow all those grooming standards of Company

5. You Must Ask Questions

• Ask right questions – open and closed ended • Use right words to present your product

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6. Features Must be Linked to Benefits

• Features don’t SELL, Benefits DO• Personalize the benefits to your Customer’s

Stated and Unstated needs

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7. Product Knowledge is Key• Strengthens the Communication skills• Boosts Enthusiasm• Builds confidence• Helps in overcoming objections

8. Aim to be Unique• Find something that is Unique of products, your

Store and yourself• Do something differently than your competitors /

other CSAs

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9. Know why Customer is leaving the Store without making a purchase

• CSA should be able to engage and establish enough of relationship with Customer to know whey he is leaving without buying something

• Remember, we can’t say he was just looking

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10. Engaging with Enthusiasm

Why is Enthusiasm important?

• Enthusiasm can give you the energy to take action

• enthusiasm keeps you going especially when the going gets tough

• motivates everyone around you–your sales team, your store, your customers

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Techniques to keep up your Enthusiasm at peak levels

• This is Your Job • Set Your Own Personal Targets • Try new things • Use your weekly offs productively • Share the power

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Video - Final Words

• Video – Final Words

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Final Assessment