Monitor and improve retail customers' experience of a retail organisation

The quality of the retail customer experience can help keep customers loyal or lose them to your competitors. This standard is relevant if you have some responsibility for the quality of the retail customer experience.
You need to be able to monitor and improve all aspects of retail customers' experience. The standard includes being in the retail sales area regularly, training staff and gathering feedback from customers.

For simplicity we have referred throughout the standard to a single retail organisation, but if you are a regional or area manager you should understand this to mean all the locations you manage.

This standard is for staff with responsibility for monitoring and improving retail customers' experience of a retail organisation.
When you have completed this standard you will be able to demonstrate your understanding of and ability to:

• Monitor and improve retail customers' experience of a retail organisation

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1. 'walk the store' to experience it from the viewpoint of retail customers' following your workplace procedures
2. follow your workplace procedures to check your workplace inside and out from a retail customers' point of view, noticing relevant features such as:
   • cleanliness and tidiness
   • staff dress and behaviour
   • queues at payment points
   • how easy it is to enter and move about in the sales area
   • information about special offers
   • how easy it is to find products
   • information to help retail customers choose retail products, including information about prices
3. follow your workplace procedures to train and encourage staff to notice and report things that need improving
4. ensure staff know and understand your workplace procedures for dealing with refunds, exchanges and customer complaints, including the situations in which staff should ask for help
5. follow your workplace procedures to gather feedback from customers about their experience of your workplace using methods that are:
   • cost effective
   • timely
   • acceptable for customers
   • will encourage honest and relevant feedback from customers
6. follow your workplace procedures to identify ways of improving the customer experience that are cost-effective and reflect the importance of promoting sales and preventing theft
7. take action to make improvements that are within your level of authority and budget
8. make recommendations to the designated person for improvements that are above your level of authority following your workplace procedures

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1. what can be learnt by looking at your workplace from the customers' point of view
2. how often, and at what times of day, a 'walk the store' needs to be carried out
3. things that should be monitored that could affect the customer experience
4. the relevant legislation and your workplace procedures that must be followed to ensure that customers with disabilities are treated fairly and equally in your workplace
5. the reasons why products can't always be placed where customers
   would prefer, such as the requirement to encourage impulse purchases or protect high value goods
6. your workplace policy regarding:
   • layout and appearance
   • staff appearance and behaviour
   • service at point of sale
7. the types of special offers and promotions that run in your workplace and how these are intended to boost sales
8. any additional services or facilities your workplace offers, how they enhance the customer experience and how customers can access them
9. the methods available for gathering customer feedback and how they compare on:
   • cost effectiveness
   • timeliness
   • acceptability to the customer
   • relevance and accuracy of the insight they provide
10. the authority and the budget available to make improvements to the customer experience
11. who can authorise changes that are above your level of authority
12. the elements of a persuasive business case for making changes, including:
    • justifiable cost
    • likely impact on sales or goodwill
    • consistency with your workplace ethos and desired image
    • suitability compared with alternatives
13. your workplace procedures and relevant legislation regarding customers' legal rights for refunds and exchanges

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4

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2030

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Current

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Original

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Skillsmart Retail

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SSR.C412

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Retail and Commercial Enterprise, Retailing and Wholesaling, Sales and Customer Services Occupations, Sales Assistants and Retail Cashiers

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7111

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Retailing; retailers; monitors; monitoring; watches; watching; checks; checking; improves; improving; enhances; enhancing; experiences; walks the floor; walking the floor

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