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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
