“Straighten your tie; turn the corners of your mouth up by 6mm - perfect!” Wednesday 29th July 2009

‘Smile-scan’ software has been introduced at dozens of Tokyo’s stations. The train operator claims staff are able to check their facial expressions and as a result communicate more effectively [i.e. pleasantly?] with customers. When they introduce hand-held versions for staff on the 7.03 into London, we’ll let you know; but meanwhile, when was the last time you monitored, or gave some guidance about positive engagement to your customer-facing staff?

Your most important resource in recessionary times, in efforts to keep and expand your customer base, is your staff. May’s World Retail Congress in Barcelona saw Best Buy International CEO Bob Willett suggest that ‘the secret source of Best Buy is in its 180,000 employees’.
 

As buyers and consumers continue to be selective about where they spend, loyal and engaged staff are vital. This shouldn’t be a ‘tick box’ exercise; we can all spot trite corporate phrases a mile off - no use saying ‘sorry for the wait’ to every single customer who reaches the front of a queue, if the customer assistant doesn’t make eye contact or sound like they mean it. Whilst it may sound like something my mum would say, it’s never been truer that old-fashioned manners go a long way. In a high-street store the other day, I witnessed a till operative being dismissive and rude to a young foreign student who obviously hadn’t experienced ‘call forward’ single queues and had stood behind the customer at her till. We all have off days, but something tells me the curvature of that assistant’s lips needs permanent attention!

Another way in which staff form a key resource is in their very closeness to the customer. Don’t limit capture of feedback from sales meetings to an entry on your sales database, talk to your account handlers – invite their honest opinion of the customers’ situation and account prospects. Ask your sales force on the shop floor to evaluate your customer profile and the gap that exists between what they need and what you offer, and to evaluate your position compared to competitors. How about a bit of ‘back to the shop floor’ quality time for senior and middle management, or for anyone whose focus needs to be putting the customer at the heart of the business?

A report commissioned by the Department for Business, Innovation and Skills (BIS) recently called for a national campaign to raise awareness of the benefits of an engaged workforce, on the back of research in 2008 that put the cost of disengaged workers to the UK economy at between £59bn and £64bn. Getting feedback from and tracking the opinions of your staff should be a central focus for your business.
If you would like to find out more about how The Oxford Research Agency can research the resource under your nose, please speak to our retail and shopper insight team (contact Steve King, steve.king@tora.co.uk or Noreen Kinsey, noreen.kinsey@tora.co.uk or call 01865 728272).