In our Future of Retail 2017 report, PSFK Labs discusses strategies to prioritize customer service, which begins with associate advocates

Front of house associates are retail’s valuable support units. In addition to selling products, providing answers to customer questions and conducting typical store functions, they are responsible for crafting an emotional, genuine relationship with customers.

In our latest trends report, the Future of Retail 2017, PSFK’s researchers provide key strategies that retailers are using in order to train their associates to seamlessly forge this connection. One section looks at how associates who are appropriately trained to feel empowered to resolve customer issues, and to provide input to products and services, on their own are more likely to become brand advocates. To encourage associates to take on these active roles, therefore, retailers must provide them with tools to act as their own agents.

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