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Clienteling Best Practice Series:
    Part 1 - Pre-Implementation
    Part 2 - Implementation & Go-Live
    Part 3 - Engagement and Selling

In this episode of The Clienteling Podcast, Bryan Amaral highlights those topics that must be considered prior to implementation of a successful Clienteling project.


1. Vision, Alignment and Baseline Metrics:

• A thoughtful approach with a disciplined methodology
• What is the Vision for your brand? What are your goals?
• What types of engagement and journeys?
• How and when do you customers want to engage? 
• What types of engagement are possible for your brand?
• What is the role for your associates? 
• What does clienteling success look like for all stakeholders 
• Analyze Data. What does it tell us about relationships & behavior? 
• What winning practices can be replicated at scale 
• What can be measured and what ROI could be expected?

2. Assess Current & Desired Behaviors:

• Interview store teams and analyze customer engagement at every touchpoint. 
• How are associates engaging? Labor & staff/customer ratio?
• What are the “hero” outcomes? What are the failure points? 
• Do you monetize store events? Are associates reaching out? Scheduling appointments?  Engaging in specific dialogues? Capturing information and contact preference? Identifying the next best action? 
• Do your associates have adequate product knowledge & customer info? Have you identified archetypes?
• How do your customers use mobile today? 
• Where is there friction? What’s missing? 
• What are customers unhappy about? 

3. Assess Training and Change Management

• Do you currently have a sales methodology? If so, how will clienteling fit into that? What can clienteling do to enhance it?
• How are sales skills trained, monitored and managed?
• Will you identify store-level solution champions?  
• Who will do the solution training? Who trains the trainers? 
• How will your Sales Associates, SM’s, DM’s be incentivized to use the solution? Programs and contests?
• How will adoption be monitored and managed? 

4. Marketing, Ecommerce & BI Alignment

• Who owns the customer experience? How does each functional area of the business collaborate to leverage customer data to create the CX?
• How will Marketing and Ecommerce initiatives be executed at the store level? 
• How will “store to customer” digital transactions be attributed? Will store associates get credit for online sales?
• What customer and associate data attributes need to be shared across all constituents?  
• What data insights will be used to drive personalization and communication from clienteling?

5. Pre-Implementation Checklist

1. Baseline Data Analysis and Existing Relationship Practice Insights
2. Document Desired Sales and Omni-channel Engagement Practices
3. Define Roles and Linkage Between Marketing, Ecomm and Store Execution
4. Document Strategy for Training and Change Management Approach
5. Pro-forma Business Impact Model Yielding ROI/IRR from Desired Behaviors

Resources:

Bryan’s LinkedIn: https://www.linkedin.com/in/bryanamaral/

Bryan’s Website: https://www.clientricity.net

Bryan’s Email: [email protected] or [email protected]

Call Bryan: 404-348-4849