Customer Service

How improving retail in-store operations, associate efficiency impact customer experience

John Kavulich, VP, IoT solution sales, Acuity Brands Lighting Inc., explains how improving operational task efficiency is key to customer experience. When staff is free to focus on the customer experience without compromising operational and safety responsibilities, team leaders retain the essential human element of retailing that builds loyalty.

Photo by istock.com

February 22, 2021 by John Kavulich — Vice President, IoT Solution Sales, Acuity Brands

Retailers are fully aware of the role marketing, product selection, and branding play in creating a customer experience. What might come as a slight surprise, though, is how store operations also affect customer experiences, particularly because shoppers continually expect more personalization, responsiveness, and efficiency regardless of where or how they shop. Retailers willing to take a critical look at their store operations and sharpen associate efficiency will notice happier customers and realize a stronger bottom line.

Improving store operations to meet shopper expectations does not mean doing more with less. It's about taking full advantage of technology to automate and streamline where possible; to focus associates' skills and time on providing better shopping experiences. So while it might sound counterintuitive, making your associates' jobs easier is the right place to start enriching the customer experience.

The core responsibilities of your associates are notably different today than before COVID-19. Associates are sanitizing high traffic areas, cleaning carts, and fulfilling more online orders in addition to restocking shelves and engaging with shoppers. With all the added tasks, store leaders need to help employees increase efficiency to protect the customer experience.

To do this, leaders can start by asking two questions: "How do I help my staff complete their operational assignments, so they have more time with customers?" and "What gets in the way of doing their daily tasks?" Though it might seem simplistic, these questions will probably help you discover cycles of wasted time and areas where you can make faster and more effective improvements.

One smart fix for ensuring associates complete operational tasks quickly is guaranteeing they can find the tools they need when they need them. Adding asset tracking devices to commonly misplaced items, such as price guns or ladders, helps associates maintain meaningful time with customers.

Automating labor-intensive activities is another solution. Leveraging performance-monitoring software with customizable alert settings eliminates the need for manual checks on commercial refrigeration, cooking ovens, or other equipment. Food service equipment needs to function at temperatures to meet food-safety guidelines. Dropping below minimum settings could cause spoilage and thus lost revenue. Cooking units operating too hot could render products unsellable. Using automatic alerts, team leaders can track equipment status store-wide, and associates can respond to known issues at the right time.

Asset tracking tools and software programs can improve employee efficiency, but does helping staff truly improve the customer experience? Yes, and here's why.

Retailers saw a shift in shopper-associate interactions during 2020 primarily due to customers wanting contactless service. The keyword here is shift compared to starting something new. Shoppers have been self-sufficient for some time; they have become savvier and more independent every year. The rise in multiple self-service options such as more robust branded mobile apps, BOPIS, curbside pick-up, and same-day free delivery proves customers want self-service options. However, industry leaders still need associates to interact with customers in a positive way as they represent the face of the business. After all, even with technology supporting daily operations, the human experience is essential to building brand awareness and loyalty.

Today's shoppers are comfortable navigating online or physical stores independently. And because they welcome the self-service options mentioned above, sales associates are more crucial than ever. They ensure deliveries happen in the promised window, help first-time BOPIS customers collect their purchases, and let shoppers know if items are out-of-stock. When customers demand in-store attention or immediate online responses, it is up to your staff to meet those needs and protect the customer experience.

Indeed, even though shopper-friendly innovations have continued to evolve, consumers want more tools to shop independently — until they do not. When they eventually seek an associate for help, he/she expects immediate and personal solutions. Because staff must be available "on-demand," improving operational task efficiency is key to the customer experience. When employees are free to focus on the customer experience without compromising their operational and safety responsibilities, team leaders retain the essential human element of retailing that builds brand loyalty.