Retail Associates need to go beyond call of duty to deliver

The research indicates that Retail Associates that demonstrate exemplary customer service and are characterized by similarity in backgrounds, personality traits and behaviors.
Retail Associates need to go beyond call of duty

New Delhi: Loyalty management company Aimia and TRRAIN have recently unveiled a study that gives an insight to what does it take to become a crdible retail associate.

The research indicates that Retail Associates that demonstrate exemplary customer service and are characterized by similarity in backgrounds, personality traits and behaviors.

The report is titled 'Insights into Exemplary Customer Service: Uncovering the Success Mantra'.

'This study develops a pragmatic repository of insights that allows us to amplify the links between customer service and customer loyalty, both from the social humanitarian angle as well as the commercial benefits one. The paper proposes a framework to identify and harness the intrinsic goodness in people and to facilitate creating real relationships with customers, one that drives service excellence,' says Vikas Choudhury, Managing Director, India, Aimia.

The paper identifies the tangible and intangibles around background, motivation, personality and the work environment that drive retail associates to intuitively respond to customer situations in ways that demonstrate great ownership of delivering customer satisfaction, and as a result enhancing brand loyalty.

'This report is meant to stimulate a conversation among retailers, in fact any organization with a last mile customer connect, on how they can proactively identify and hire associates who can become customer service champions and maximise their potential,' BS Nagesh, Founder TRRAIN, said.

The study was conducted by Aimia in November 2014, with primary research support from IMRB International.

Image: Corbis

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