10 Clienteling Best Practice - Pre-Implementation - Part 1 of 3 Artwork

The Clienteling Podcast

Welcome to the Clienteling Podcast! On our show, we'll discuss a broad spectrum of customer engagement, clienteling and retail technology insights, and we’ll provide plenty of examples and case studies directly from some of the most successful customer-focused luminaries in our industry. We'll discuss why in most cases, innovation and transformation is not a technology issue as much as it's a people, process and methodology problem. Clientricity and in particular this podcast, is focused helping retailers think through those challenges and develop a repeatable process to ensure that their stores are delivering on customer expectations and that the organization can fully benefit from those technologies deployed. In this podcast you'll gain a deep understanding of what’s working, what isn’t and where you should consider making your customer-centric technology investments. We are hoping that after spending 20-30 minutes listening to each episode you will leave energized and ready to apply what you’ve learned in your own business. We look forward to bringing you this podcast several times a month and would welcome your thoughts, ideas and comments. If you are passionate about customer centricity, clienteling and retail and would like to be a guest on the show, please send me a personal message at bryan@theclientelingpodcast.com. If you want get more personalized help or if you are interested in advisory services, contact Clientricity at info@clientricity.net

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10 Clienteling Best Practice - Pre-Implementation - Part 1 of 3

February 10, 2020 • Bryan Amaral • Season 1 • Episode 4

Clienteling Best Practice Series:
Part 1 - Pre-Implementation
Part 2 - Implementation & Go-Live
Part 3 - Engagement and Selling

In this episode of The Clienteling Podcast, Bryan Amaral highlights those topics that must be considered prior to implementation of a successful Clienteling project.

1. Vision, Alignment and Baseline Metrics:

• A thoughtful approach with a disciplined methodology
• What is the Vision for your brand? What are your goals?
• What types of engagement and journeys?
• How and when do you customers want to engage?
• What types of engagement are possible for your brand?
• What is the role for your associates?
• What does clienteling success look like for all stakeholders
• Analyze Data. What does it tell us about relationships & behavior?
• What winning practices can be replicated at scale
• What can be measured and what ROI could be expected?

2. Assess Current & Desired Behaviors:

Interview store teams and analyze customer engagement at every touchpoint.
How are associates engaging? Labor & staff/customer ratio?
What are the “hero” outcomes? What are the failure points?
Do you monetize store events? Are associates reaching out? Scheduling appointments? Engaging in specific dialogues? Capturing information and contact preference? Identifying the next best action?
Do your associates have adequate product knowledge & customer info? Have you identified archetypes?
How do your customers use mobile today?
Where is there friction? What’s missing?
What are customers unhappy about?

3. Assess Training and Change Management

Do you currently have a sales methodology? If so, how will clienteling fit into that? What can clienteling do to enhance it?
How are sales skills trained, monitored and managed?
Will you identify store-level solution champions?
Who will do the solution training? Who trains the trainers?
How will your Sales Associates, SM’s, DM’s be incentivized to use the solution? Programs and contests?
How will adoption be monitored and managed?

4. Marketing, Ecommerce & BI Alignment

Who owns the customer experience? How does each functional area of the business collaborate to leverage customer data to create the CX?
How will Marketing and Ecommerce initiatives be executed at the store level?
How will “store to customer” digital transactions be attributed? Will store associates get credit for online sales?
What customer and associate data attributes need to be shared across all constituents?
What data insights will be used to drive personalization and communication from clienteling?

5. Pre-Implementation Checklist

Baseline Data Analysis and Existing Relationship Practice Insights
Document Desired Sales and Omni-channel Engagement Practices
Define Roles and Linkage Between Marketing, Ecomm and Store Execution
Document Strategy for Training and Change Management Approach
Pro-forma Business Impact Model Yielding ROI/IRR from Desired Behaviors

Resources:

Bryan’s LinkedIn: https://www.linkedin.com/in/bryanamaral/

Bryan’s Website: https://www.clientricity.net

Bryan’s Email: bryan@clientelingpodcast.com or bryan@retailtechexec.com

Call Bryan: 404-348-4849