Beyond Transactional: Crafting Authentic Connections with Retail Guests

So, why focus on guest experience?

In my career, I've had the pleasure of working for some of the most iconic retail brands in North America and have served many others as an industry advocate and service provider. A common thread shared by these brands is that the foundation of their business centers around the guest. From reception to the CEO, it has been ingrained that this relationship is what drives the company's success. As a result, it shapes what is measured, how it's measured, and what becomes a priority for the business.

Over the years, I've heard countless debates about Guest Experience vs. Guest Service, with arguments often getting tangled in the semantics of individual transactions compared to guest loyalty built over time. I sincerely believe that what truly matters is simply how the guest feels. Therefore, obsessing about the impression that is left every time the guest crosses paths with our company is how we win both in the short and long term, and it's what I'm most passionate about throughout my career. Regardless of how frequently a guest experiences our products and whether the interaction is in person or digital, their perception (good or bad) is created. Even a long-term guest relationship can be lost in an instant, which makes creating consistency and putting our best foot forward with every impression essential. Remember, no matter what we think or what the intention is behind our message, the guest's perception is their reality. This perception then becomes the filter for how they view and assess our product, service, or value.

We must always keep our guests at the heart of how we think, act, and evolve as a company. You may have heard me talk about our guest as "the most important voice in the company." To be successful, it requires discipline in egoless listening to what the guest is saying to us and becoming an expert in uncovering the elements within their stories that can clue us in toward innovation, improvements, gaps, or pain points with our products or experience.

At the end of the day, if you are willing to tuck away your ego and engage with people, you can discover just how willing they are to give you the answers you need to achieve success. This can be the key to product selection, experience improvements, and relevant market opportunities. If we do this frequently and demonstrate that we've heard what has been said, we gain 'street cred,' trust, and loyalty from our guest, and the cycle of invaluable input continues.

Overall, I've learned that if you follow these two golden rules of guest experience, you will excel:

1. Meet your guests – by trying to see the world through their eyes, the insights you gain will create meaningful improvements.

2. Ask your guest, "When have you had a challenge with our product or service?"  - this simple question can unlock any gap that might exist between our company and our marketplace.

So, listen closely to our values, goals, and desires, connect them to what the guests are sharing, advocate for them, and enjoy the opportunity to meet some amazing people along the way. This is how I fell in love with retail and where I understood how powerful it is to be in service to others through the products you make for them and the ways you choose to engage them.