This is part 2 of an article for brick-and-mortar retailers looking to re-enter the post-Covid economy with all cash registers firing. Find part 1 here.
Expecting employees to magically create rewarding interactions with no selling process on your sales floor is delusional. Good relationships, like eating well and getting enough exercise, are not just a matter of luck.
Managers share the blame for not creating a great customer satisfaction experience, as they are frequently focused on tasks and rarely steer employees to the important goal of developing their rapport-building skills.
Owners and managers must provide associates with the skills to forge deeper ties to people than tapping a heart emoji on Instagram. They probably don’t have the soft skills you do, but unless you train them they’ll be stuck, unable to converse effectively with strangers (your customers!).
As a result, we as a culture lose too. These spokes of connection create a community first between two strangers, then within your entire business, and on to your entire community. Employees must be taught that if they are to claim the mantle of having a vibrant company culture, they must create it.
The time is now!
Shoppers are shopping at a rate not seen since the mid-2000s, but you must be brilliant on the basics. Yes, online shopping will continue to improve, and there will be all sorts of distractions (like AI and virtual reality)