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BEING BRILLIANT WITH OUR CUSTOMERS

Being BRILLIANT with our CUSTOMERS Being brilliant is all about wanting to do things better, constantly improving, never settling for average! This not only sums up brilliance but also our philosophy at Joules – wanting to do things differently, to surprise our Customers, to continually innovate in everything we do! So that this thinking becomes a ‘way of life’, we have created our ‘Being Brilliant with our Customers’ training programme four modules designed to establish:- 1. The lifestyle service we provide and the delivery of

our Customers’ needs 2. The sharing of brilliant product knowledge 3. The expertise on how to outfit build with confidence 4. The skills needed to sell with brilliance

“We need to have a very clear proposition of

our service values and their consistent delivery”

“To have a real understanding

of our Customers and their lifestyles”

1

Your thoughts on how we can deliver BRILLIANT service

“As a lifestyle brand, it‟s vital that we not only

have passion for our products but a complete

knowledge of them”

2


“To detail how critical it is for

a sales/service advisor to enhance their

visual/looking capabilities”

3


“Give me the confidence to know that I‟m

suggesting the right outfits and products

to Customers”

3


4

“To provide us with the verbal skills that will support

conversations with our Customers – to show them we

know our stuff!”


Keeping the Customer is at the heart of everything we do

and this new training initiative has been created to help us always

make this a No:1 aim for everyone in the business

- but especially for the team who meet and talk

to our Customers everyday!

Lifestyle & Designer

Customer service

• To realise Customers‟ have really busy lives and that retailers need to help them

make easy choices – especially under one roof!

• To identify that Customers are wanting more, have higher expectations during their shopping

experience – to define these expectations!

• To demonstrate through their service style, the 4 different retailer types and identify clearly

the Joules service proposition from this analysis – subsequently what this looks/feels like !

• Focus on where we are now with service – identify where we can become more

brilliant and dynamic!

• To define the complete service journey – start to finish and entrance to exit!

Module Objectives

1

Lifestyle & Designer Customer service To realise Customers‟ have really busy lives and that retailers need to help them

make easy choices – especially under one roof!

• Our society is at a turning point:

we are actually starting to slow

down - making more considered

decisions

• Customers are looking for more

authenticity and honesty in their

shopping experiences and for true,

sincere service

• Retailers will need to prepare for

major changes in this shopping

behaviour

• Customers now want unique

experiences with their chosen

brands that evoke a strong sense

of fulfillment, lifestyle

acknowledgement, innovation

and great quality

Lifestyle & Designer Customer service To identify that Customers are wanting more, have higher expectations during

their shopping experience – to define these expectations!

• Making Customers feel

very special will be the

key to success

• The business in every

area needs to have

a burning desire

for brilliant

Customer service

• We must become

a totally Customer

focused business

• Everyone, from the top

down must remember

that they work for the

Customer

THE 4 DIFFERENT

RETAILER TYPES

Lifestyle & Designer Customer service To demonstrate through their service style, the 4 different retailer types and identify clearly

the Joules service proposition from this analysis – subsequently what this looks/feels like!



Budget

High Street

Lifestyle

Designer



Family



Budget High Street

Lifestyle

Designer

KIA

FORD

FERRARI

VW



Budget

High Street Lifestyle

Designer

Credit Union

Budget Customer Service

• Self service

• No offer of help

• No product knowledge

• Low staffing levels – no greeting

• No interaction on the sales floor

• No person to person interaction at the cash desk & fitting room

• Long queues to pay

High Street Customer Service

• Self service

• No greeting

• Limited product knowledge

• Staff can generally locate product on the sales floor

• More friendly service at the cash desk & fitting rooms

• Generally a good returns policy

• Still experience long queues to pay – limited staff in this area

Lifestyle Customer Service

• Brand look team

• Product training given regularly

to the sales team

• Advised to greet/help/inform

the Customer where necessary

• A more professional/caring

fitting room & cash desk

experience

• Observant, thoughtful attitude

towards the Customer

• Lack of queues

- apology if there is!

• Reassuring returns/aftercare

policy

Designer Customer Service

• 1 to 1 personal service

• Fantastic product knowledge

from the Sales Consultants

• Brilliant at outfit styling/suggestion

• Professional/personal experience

at the cash desk & fitting room

• Beautiful branded packaging

• A passionate/emotional shopping

experience

• Overall a dynamic and luxury

service that matches the store

environment and designer product

So which retailer type are we?



Keeping the Customer at the heart of everything we do!

Lifestyle & Designer Customer service – Joules Focus on where we are now with service – identify where we can become more brilliant and dynamic!

• Where are we now?

• Great service…when asked

• We need to build on identifying

and acting on selling opportunities

through up/link selling

• We especially need to work on

our fitting room service „the key

purchase decision area‟ in order

to sell to and support our

Customers with brilliance!

“Keeping the Customer at the heart of

everything we do!”

Lifestyle & Designer service – Joules Focus on where we are now with service – identify where we can become more brilliant and dynamic!

Lifestyle & Designer Customer service - Joules To demonstrate through their service style, the 4 different retailer types and identify clearly


From START to END – ENTRANCE to EXIT



• A brand look team

• Product training for the retail/sales team

• To greet/help/inform where necessary

• A more personal/caring fitting room

& cash desk experience

• Observant, thoughtful attitude

towards the Customer

• Lack of queues – always an apology

if there is!

• Beautiful branded packaging

• Reassuring returns/aftercare policy

• An exciting shopping experience



• To be brand specialists

• To be always professional, caring

and knowledgeable

• The Customer at the heart of everything

– especially when we cannot see them!

• To have an engaging experience – the

Customer to put the phone down happy

- in the same way as leaving our stores

happy!

• Confidently suggesting the right

outfits/looks and accessories

• For link selling to be an enthusiastic

and enjoyable conversation

“Keeping the Customer at the heart of

everything we do!”



• Entrance to Exit – Start to end of call

• Entrance/Windows

• First 4-6 steps in store

• Sales floor experience

• The Fitting room

• The Cash desk

• Exit/Leaving the store

– final brand experience!

• Web/Catalogue introduction

• Call greeting

• Listening/Information gathering

• Product advice/support during conversation

• Call end/Goodbye

– final brand experience!

The Joules Customer profiles

• To recognise our Customers‟ fully:

• Looking at the Joules profile types

(Heritage and Aspirational)

• Their personal identity/lifestyle

• Where else they like to shop (the competition)

• What they say about Joules and our products

• Creating a service programme that totally supports

our brand values and business priorities.

Module Objectives

1

The Joules Customer profiles To recognise our Customers‟ fully

& understand their personal identity/lifestyle

• Sunday lunches with family

and friends

• Country strolls and coastal

adventures

• Home grown meals and locally

brewed ales

• Tending the chickens, walking the

dog and riding the horse

• Sunday morning papers,

hunting out antiques and

farm shop afternoon teas

• Rugby in the garden and rounders'

on the green

• Found in the Shire and by the

Shore

The Joules Customer profiles Looking at the Joules profile types (Heritage and Aspirational)

The Joules Customer profiles Where else they like to shop (the competition)

“

The Joules Customer profiles What they say about Joules and our products

Any Questions?

BEING BRILLIANT - joulesresourcecentre.co.ukjoulesresourcecentre.co.uk/Lib/Doc/Human...

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