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Retail is now a Customer Service Approach - Blog by Rajesh Jain | ETRetail.com

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Rajesh Jain
Director & CEO, Lacoste India

Retail is now a Customer Service Approach

03 Mar 2014 Like Tw eet 1 0 2

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Rajesh Jain
Director & CEO, Lacoste India

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Arrey! are we suggesting the good old days of having a quality product and an apt location (read locations near the customer or locations that have aspirational values) are over? These two parameters, coupled with the right pricing, ruled the retail scenario till just a few years ago, perhaps even for organised retail (or whatever little of it existed at that time). Today Retail is not just about offering quality product at the right price and at the right location. In fact, it is all that and many more things but one parameter that emerges as the strongest driver is Customer Service. So naturally the question is Why..? or more aptly Why Now? and Why should retailers

Rajesh Jain is Director and Chief Executive Officer for Lacoste India. Lacoste is a leading French lifestyle brand operating in 113 countries. Jain has a managerial and business Show more..

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Retail is now a Customer Service Approach - Blog by Rajesh Jain | ETRetail.com

focus on this now? The answer is simple (as usual, the answers to seemingly difficult questions are simple) and here it is: First, lets understand the need to shift focus on Retail Business parameters, namely, the emerging drivers (am I sounding like an expert.? Sorry, I am not Its just a little experience - more as a customer rather than a retailer that perhaps makes me sound like boasting unintentionally!!): a. The Indian Economy & increasing Power with rising Middle Class With the economic growth, disposable income has increased and the customer is willing to spend on products that make his presence felt and/ or make him look/ feel good. Hence customer base for organized retail is expanding (Couldnt be better) b. Informed Consumer Customer is well travelled and is also exposed to international markets through internet and media. Today's customer is an informed Customer. (Oh! You mean he knows well and expects the same experience that he gets anywhere else in the World.?) c. Differentiation Like minded brands also retail in similar product category/range/pricing. (My God. Now I got the point as to why it is imperative to highlight the differentiation to the consumer)

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Retail is now a Customer Service Approach - Blog by Rajesh Jain | ETRetail.com

Now the most important reason for this so called most important factor called Customer Service (Eureka moment.): Customer doesnt come to you for buying products only. It is the complete shopping experience that brings him back to you: - AGAIN AND AGAIN. Ok got it! So how does this Customer Service work. Customer Delight through Customer Service Different retailers work in different ways in order to achieve Customer Delight. While Customer Service is the most important factor, there are 2 additional parameters, which must be added (in right proportions) to bring about great Customer Experience that would result into Customer Delight (assuming right Product quality, correct pricing, innovation and suitable location, as given and up to the desired standard). Please allow me to explain these 3 most important factors that can drive Customer Delight. (Factors narrated here are for a premium apparel retailer, although these would also be applicable for most other retailers with some suitable change of words. However, the basic principles would remain the same). Customer Service Visual Merchandising

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Retail is now a Customer Service Approach - Blog by Rajesh Jain | ETRetail.com

In Store maintenance 1. Customer Service Don't sell (This is the weirdest thing I have heard. Afterall I am in the business to sell and you are asking me not to sell?) Yes May I repeat (despite your disbelief) Don't sell.. rather: Assist the customer buy (customer doesn't want to be pushed) May I elaborate on this by explaining some Dos & Don't of an interaction with the consumer:

Create an everlasting first impression: A warm greeting or simply a sincere smile would do the trick. (Of course well groomed Customer Service Executive- CSE is a necessity). Build conversations with the customers. Conversations that have nothing to do with business: So the CSE should be confident and polite enough to ask questions such as, Sir/ Madam, which country do you come from (in case
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Retail is now a Customer Service Approach - Blog by Rajesh Jain | ETRetail.com

of foreigner customer), etc. Product and brand knowledge: it is important to have relevant knowledge about the brand and the products that CSE represents. Need identification for adequate suggestions: Should be able to gauge his/ her needs by the hints given by the customer, e.g., the collection he/ she is more focusing on, or if a customer is more concerned about the shoe sole than the shoe look, he/ she could be an avid sportsperson and accordingly products can be suggested, etc. Important to be unique, different & sincere while interacting with the customers. (Nobody wants a counterfeit). Give genuine suggestions on fits & style. (a slim fit would look good on a slim person).

Never ask Can I help you . A customer never needs any help! Closed ended questions often stop conversations . Avoid using them. Do not get pushy while selling, rather be a valuable consultant
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Retail is now a Customer Service Approach - Blog by Rajesh Jain | ETRetail.com

Do not treat other brands as inferior Do not get defensive in case customer has an objection 2. Visual Merchandising Visual Treat to the customer First impression is the last impression Invites customer inside the store Let him feel comfortable staying inside and browsing 3. In store Maintenance Retail is all about being right at that moment Can't afford to have badly maintained store. (One mistake can put the customer off). Periodic checks and control measures Preventive Maintenance Reaction time to attend the snag So what are the direct benefits of great Customer Experience Repeat Customers & Triggering Loyalty Developing Brand Trust Minimizing Purchase Barriers
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Retail is now a Customer Service Approach - Blog by Rajesh Jain | ETRetail.com

Inculcates a better understanding of Brand Offerings Happy / Satisfied Customer Now how to master this Simple again: Your GAME is only as GOOD as your PRACTICE Remember The objective is: Customer Delight through Customer Service

DISCLAIMER: The views expressed are solely of the author and ETRetail.com do not necessarily subscribe to it. ETRetail.com shall not be responsible for any damage caused to any person/organisation directly or indirectly.

About Rajesh Jain

Rajesh Jain is Director and Chief Executive Officer for Lacoste India. Lacoste is a leading French lifestyle brand operating in 113 countries. Jain has a managerial and business development experience across industries spanning more than 20 years. Jain is a Master of Commerce from the University of Delhi and a Chartered Accountant from the Institute of Chartered Accountants of India.

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Retail is now a Customer Service Approach - Blog by Rajesh Jain | ETRetail.com

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