Takeaways

In this webinar, we dove deep into how to provide service that makes a big positive difference to a company’s sales and brand image. We approach service excellence from 3 perspectives, along with 3 case studies:

1. Setting Retail Service Strategy & Vision

2. Implementing Service Improvement

3. Understanding Customers

Summary

There is great importance in creating brands that customers can relate to - using brand building to enhance the customer experience. Tapping on our experience working with different retail SMEs, we share about the importance of setting strategy, improving service, and understanding your customers. We also shared how companies have successfully transformed their businesses to align their brand with their customers. In the process, this helped them reach out to new audiences and retain existing customers.

Through this webinar, participants gained a new appreciation for retail strategy, walking away with new insights and ways to kickstart and transform from a product-centric model to brand centric company. In doing so, customers can identify with the business they buy from, leaving with a smile and coming back again for more.

Sharing 01: Setting Retail Strategy

We break down what is strategy, how to break down strategy into components parts to get your brand from A to B, and share several low-effort and high-impact ideas to implement strategy.

Sharing 02: Implementing Service Improvement

Changing service on the ground requires deep empathy with customers and frontline service staff, in order to understand needs and challenges. We share how we designed a service training programme for a fashion brand, in order to shift service from product (selling shirts) to experience (selling confidence).

Sharing 03: Understanding Customers

Each brand has different types of customers - profiles that have different product needs, but also different behaviours when it comes to their buying process and marketing exposure. With a case study of a customer research project for a furniture brand, we explain how to create customer profiles, how different customer have different buying journeys, and how understanding customers better resulted in an overhaul of marketing spend.