When a store hires a new employee, this new employee is given some form of training before they are let loose on the sales floor. What kind of training did the employee receive?
At this stage, more often than not, a company would train the new hire on the basics of customer service, company SOPs, branding, brand history, etc. On the floor, the employees would have to familiarize themselves with the collection, where each item is placed, how everyday operations work, etc.
These very employees often do not understand or know the concept behind the visual merchandising. Yes, they are briefed on what it is all about – more like a general overview. Not many will understand the concept of the visuals or the Customer’s Journey and Product Narrative. If the employee doesn’t understand, it would be difficult for the employee to share the information with the customer.
It has also been difficult to provide monthly/ quarterly training to improve on the weak points of customer service. The average turnover rate for Hourly store employees is 65%, while retail distribution positions have a 23% turnover rate.
This shows that companies are constantly training new hires instead of focusing the training on their customer service weak points. Hence, these service weak points need to be highlighted during the introductory training.