WHY RETAIL STAFF NEED TO
UNDERSTAND THE CUSTOMER JOURNEY

A successful sale begins with understanding the customer journey. By understanding the steps customers go through in the purchasing process, sales staff can better serve customers and create a more positive customer experience. In this article, we’ll discuss why it’s so important for sales staff to have knowledge of this customer journey and how they can benefit from it. Additionally, we’ll briefly touch on how this is conveyed in our retail training game "Flagship Store."

IMPORTANT TOUCHPOINT
The customer journey encompasses all interactions a customer has with a company or brand, from the first introduction to the purchase and beyond. Examples of interactions, or touchpoints, include online reviews, website, radio commercials, billboards, store, product, call center - and there are many more. One of these critically important touchpoints is the store employee - and not just in the store. It’s important for sales staff to be aware of that.

THREE PHASES OF THE CUSTOMER JOURNEY
This sequence of interactions with touchpoints can be divided into three phases.

1. The first phase of the customer journey is the pre-purchase phase. This is the moment when the customer becomes aware of the product or service and begins to consider the various options. (Online) research often begins at home, or for example, when talking to family, friends or colleagues. It usually revolves around personal experiences and recommendations.
2. The second phase is the purchase phase. The customer is engaged with the purchasing process and is considering different options. Whether clear information is readily available, how easy the shopping and payment process is, or whether there is a good 'vibe' in the store– all of these factors influence how the customer experiences this phase.
3. The post-purchase phase is the third. The customer uses and experiences the product, possibly your customer service or call center, and in turn provides personal (online) reviews. And that’s precisely why this third phase is also important.

OKAY, SO WHY IS THIS KNOWLEDGE IMPORTANT FOR SALES STAFF?
Naturally, a sales staff member is often the first point of contact a customer has with a store. That means that sales staff play an important role (and are an important touchpoint) in guiding and supporting the purchasing process. This will help increase customer satisfaction and loyalty.

Salespeople must also realize that they play an important role in the pre- and post-purchase phases. How they talk about products, the store, and the organization at birthday parties may determine that ever-important first impression for the future customer. Helping acquaintances and strangers with the use of a product or solving a problem they’re having might also help determine their ultimate level of satisfaction and customer loyalty.

THEY ARE THE BRAND
Sales staff must therefore realize that they are important touchpoints in all three phases of the customer journey. They always represent the brand - even at parties and events. That’s why the store's brand values should be part of their professional DNA - they leave them everywhere, consciously and unconsciously. It is essential to train sales staff in brand values - and the important role they play in the customer journey and the store's success.

THE TRAINING GAME "FLAGSHIP STORE"
It’s not without reason that the first episode of our retail training game focuses on the customer journey and the role of the sales staff. The interactivity of the game provides additional ownership and engagement during the learning process. Everything revolves around how a salesperson can use this knowledge directly and practically. The theory is immediately put into practice by the player in simulations of customer contact, on the store floor, and as such, in the right context. The game is packed with practical tips so that the player can help them be optimally prepared for real (potential) customers!