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> Living on the Top Line - The Book > Joe's Blog > Do you control your moment of truth - the point of contact?
Do you control your moment of truth - the point of contact?You're in a business where, historically, face-to-face personal selling has been the backbone of the business - retail home furnishings. No off-the-shelf purcahses here, no, everything, and every dollar goes through a salesperson.
Do you control the point of contact with the shoppers you bring through the doors? Do you have a defined "customer experience" that your salespeople are trained to deliver? If so, do you have a sales management system that ensures that all shoppers and customers receive this level of service? Can you see it happening or at least monitor the results?
In this age of instant-messaging, Tweating, Facebook, My Space - your people should be aware that consumers have changed their thinking about purchasing everything from food to furniture, and that different approaches and communications methods will have to be devised and implemented to retain customers in the new global retail reality?
However, if you believe that the customer experience is centered in your store or on the things you sell, I believe you need to think again. If the story you tell is centered on you, your products, services, and promotions you might be telling the wrong story. The real customer experience is centered on her needs, her family, her home, her room. To reach consumers today, and begin their experience with your store, you need to tell their story, not yours.
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