Retail channel surfing (Implications for sales, customer service, and ...

Never forget: Your customers are likely to use the different sales channels you offer in different ways. Some of your customers may buy exclusively over the web but visit your brick and mortar stores for a tactile pre-purchase interaction with your products. (Note: In the case of a grocery store, this balance may lean more or less in the opposite direction.).

Customers may, say, visit the Orvis store once a year, but always place their Orvis orders online. If your physical stores are thus taking on the role of sampling locations where a customer touches and feels products for later purchases on your website, it?s not necessarily a negative for your brand, if handled appropriately.

However, it does need to be planned for. It can be sabotaged quickly, for example, by overly aggressive onsite salespeople, or it can be enhanced by discount- or QR codes (If you?re not up on your alphabet soup:? QR codes are those two-dimensional barcodes that take you, via scanner, directly to a specific website) that let web or mobile purchases track back to store visits.

This may seem like an obvious insight, but its implications extend to how you design your compensation systems, and, frankly, to the tenor of the conversations you should be having with your people who work in various channels.? If your ?sales staff? at your physical location are essentially a sampling team providing advance work for sales you will later make via the Web or mobile devices,? providing a commission based on aggressive sales targets ? and bitching personnel out, or firing them, when they fail to ?make their numbers? ? is not going to serve your company, or the customers your employees ultimately take their frustrations out, very well.

Portions of this article appeared in a somewhat different form in Micah Solomon?s High-Tech, High-Touch Customer Service (click link for a free chapter), ? 2012? Micah Solomon (AMACOM Books). All rights reserved.

Micah Solomon, author of ?High-Tech, High-Touch Customer Service?,?is the customer service strategist and business keynote speaker termed by the?Financial Post??a new guru of customer service excellence.? Solomon is a top keynote speaker, strategist, and consultant on customer service issues, the customer experience, and company culture ? and how they fit into today?s marketing and technology landscape. An entrepreneur and business leader, he previously coauthored the bestselling ?Exceptional Service, Exceptional Profit?.

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?Micah Solomon conveys an up-to-the minute and deeply practical take on customer service, business success, and the twin importance of people and technology.? ?Steve Wozniak, Apple co-founder

Micah Solomon ? Author-Speaker-Strategist ? Customer Service ? Marketing ? Loyalty ? Leadership

See Micah in action ? including video and free resources ? at http://www.micahsolomon.com. Or, click here for your own free chapter? of Micah?s new book,? High-Tech, High-Touch Customer Service (AMACOM Books) and Micah?s #1 bestseller, Exceptional Service, Exceptional Profit: The Secrets of Building a Five-Star Customer Service Organization

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Source: http://micahsolomon.com/blog/?p=2322

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