CUSTOMER CENTRICITY

Let’s look at two cashiers at a movie

hall…
Has this happened to you?

Due to a good service experience, you not only

re-visit the place but also recommend it to
others?

On the other hand, due to a very poor service

experience, you not only stop visiting the place,
but also dis-courage others from going there?
Therefore…
Good service delights us

Bad service leaves a bad

memory in our minds forever
What is your role?
Let’s discuss…

As a Fashion Assistant, how can you

provide great service to your customers
which creates customer loyalty?
Follow a simple …
Roleplay - Walk in the customer’s shoes…

Let’s see what happens when you go to buy

a mobile phone…
Hi. I want to buy
a mobile
phone…
Standard Steps of Service

THANK
SUGGEST
EXPLAIN
UNDERSTAND
GREET
Why is following the GUEST model
important for you?
Our Mission Happiness statistics shows that a customer is 3 times more
likely to make a purchase when they experience the GUEST model
As you can see here…

MORE LOYAL MORE SALES MORE

CUSTOMERS INCENTIVES
Standard Steps of Service

THANK
SUGGEST
EXPLAIN
UNDERSTAND
GREET
The Pantaloons way of Greeting…

Namastey
Video
A greeting should be…

Genuine Energetic

Pleasant Smile with

Tone your eyes
Activity - Let’s Greet one another…
Standard Steps of Service

THANK
SUGGEST
EXPLAIN
UNDERSTAND
THE NEEDS

GREET
Activity – Need Identification
Why do they need a mobile phone?

Home-
maker

Mobil
Retired
man e Working
Professional

Phone

Student
Their needs are…
• Audio - Video
• Easy to use • E-mail support
• Large Font • MS Office Support
• Uses mainly for calls • Status symbol
Retired man Working
Professional

• Selfie phone • Good camera

• Good battery backup • Uses mainly for calls and
• Internet browsing messages
• Latest in the market • Facebook and WhatsApp
student Home Maker usage

Do you agree that different people have

…Even when shopping for clothes

Different people have different needs…

Their needs vary based on occasion too…

Weddings,
Festivals and
Traditional
Functions

Vacations

Work wear
 Therefore, before offering a solution it is
important to understand customers’
needs
Tee Shirt Shirt/ Blouse Tunic Blouson High Slit Top

NEED POPULAR STYLES AT PANTALOONS

Women’s Western Top Wear Women’s Western Top Wear
Your tool for understanding the
customer’s needs - Ask the right questions

What is the
occasion you are
buying for?

What is the style

you prefer?

What size do you

wear?
Use open and follow up questions to
uncover customer needs…
Opening Examples:
Helps you start a
Question • What are you looking
conversation with
for?
the customer
• We have this top in
many more colours.
Would you like to have
a look?

Follow up Helps you get a Examples:

Questions specific answer and • Do you like white or
reconfirm your blue?
understanding • You are looking for a
medium size. Right
Ma’am?
Activity - Let us practice open and follow
up questions…
Customer is browsing for a top…

What open and follow up questions would you

ask to understand her need?
And the answers are…

Follow
Open
up
• What are you looking for? • What size are you looking
for?
• What occasion are you
looking at buying this top • Do you have a brand
for? preference?

• We have a huge collection • Do you prefer this style in

of trendy tops available. green or yellow?
Would you like to have a
look ma’am? • Would you like to see
sleeveless tops ma’am?
Standard Steps of Service

THANK
SUGGEST
EXPLAIN
UNDERSTAND
GREET
Offer the product based on the need

If a customer says he wants office wear,

which shirt would you show him?
That’s right! You would show him a formal
shirt.
Explain the solution to the customer…

Using Beneift Statements

To understand how to make benefit
statements, let us take the example of
the mobile phone
E NE FI T
B ENT
T EM
STA
Ma’am, this phone
I need a phone with good has a sleek finish
NE EDS audio video support and and looks very
OM ER stylish
CU ST should also look smart

It also has a 16
mega pixel rear
camera which
gives you photos
with great clarity

E NE F IT
B ENT
T EM
STA
Activity - Let us make as many benefit
statements as we can…

• Easy to use • Audio Video

• Large Font • E-mail support
• Uses mainly for calls • MS Office Support
• Sophisticated looks

• Selfie phone • Good camera

• Good battery backup • Uses mainly for calls and
• Internet browsing messages
• Latest in the market
There are 4 main ingredients to make a
benefit statement…

PRICE FABRIC

WASH
STYLE
CARE
For example…

Just Rs. 100% cotton

1500/- for which
makes it
the 3 very
piece suit comfortable

Anarkali
Wash by
churidar
hand
Set
Here are some examples of Benefit
statements…
This is a very trendy
kurta

You can wear it all

day without it
getting wrinkled

Its very easy to

maintain & would
be great for daily
wear
Here are some more…
It is 100% cotton
and will keep you
comfortable

It is wrinkle free
and you can wear it
all day

We have a great
offer, buy 2 at 1599,
its value for money
 Activity

Each one of you make a Benefit

Statement for the garment you are
wearing

Remember to keep the 4 ingredients in

mind
Standard Steps of Service

THANK
SUGGEST
EXPLAIN
UNDERSTAND
GREET
Why make the right suggestion?
Right suggestions mean…

Suggest
the right
Suggest co-
ordinate Handle
the right
concerns
size

Provide
Suggest
genuine
trial
feedback
Adding all these ingredients to your
interaction….

Helps build
Assists Helps build trust and
Opportunit
customers customer long term
y for you to
to make a loyalty / relationship
sell one
buying repeat with the
piece more
decision buyers brand and
you

Provide
Right Handle
Right size genuine
coordinate concerns feedback
How to suggest a Trial…

Customer
wants a T-
shirt

Suggest Suggest Provide

the right the right Handle Suggest genuine
co- concerns trial feedback
size ordinate

Increased
chances
of buying
s a le
ore tive
M ce n
rei n
M o
Some points to discuss…
Handling Concerns
Typically concerns fall under 4 categories…
PR
ICE
ISFIT
AT URE M DIS
OM
FE F OR
I think its T
I don’t like
very
this fit
expensive

I already I’ve never

have this heard of this
colour brand
NE
W
E D NON BR
AN
NE ANT D
I S I T
EX
How to handling concerns…

Acknowledge the Ask questions to

Listen carefully
objection understand

Suggest the
appropriate
Solution
How to handling concerns…

I understand sir
Listen carefully that you have this
colour…

We have this style

in 6 other brilliant What about shades
colours. Would you of blue sir?
like to have a look?
How to handling concerns…

I understand sir
Listen carefully that you don’t like
this fit…

We also carry a
huge collection of
Is it because it is
slim fits. Would
very loose Sir?
you like to have a
look?
How to handling concerns…

I understand sir
that you feel this
Listen carefully
shirt is very
expensive…

We also carry a huge

collection of cotton shirts
That is because it is
which are great value for
made of pure linen
money. Would you like to
have a look?
How to handling concerns…

I understand sir
that the brand
Listen carefully
name is unfamiliar
to you…

It carries sports and casual That is because it is

wear and is priced very an in house brand
competitively. Would you that you will find
like to have a look? only in Pantaloons
Some points to discuss
Handling Concerns

Let us see some closing lines…

Sir/Ma’am, the billing
counter is to your right…

Sir/Ma’am, which
one would you go
for, the brown or
blue color jacket?

Sir/Ma’am, would
you like to try the
entire outfit to see
the look?
Standard Steps of Service

THANK
SUGGEST
EXPLAIN
UNDERSTAND
GREET
Thank the customer with the same
enthusiasm as the greeting…

Thank you for

shopping with us
Sir/Ma’am

Sir/Ma’am,
hope to see
you again
soon

Express genuine gratitude!! He just signed

your incentive check!!
Activity – G.U.E.S.T Role plays

FA
To recap, let us take a look at the GUEST
steps being followed by the cashier

Ideal Cashier
Interaction
In addition, here are some important
points for you to keep in mind …
Keep your section “Guest”
ready at all times in terms
of Replenishment and
Cleanliness

Maintain personal space

of 3 Feet minimum
Ensure good grooming
and personal hygiene

Know your store and the

location of the
restrooms, CSD, trial
rooms, different brands
and so on
Here are some do’s and don’t on grooming…
MAIN HOO NA – CUSTOMER DELIGHT
1. HC prepares the rota of cashiers

2. HC issues float to the cashiers on system

3. Cashiers take Float,stationery, Keys from HC

4. Cashier check the cash in Float box, make an entry into float
register
1. PREPARATION
5. HC allocate Cash til

6. Cashier Log in to AX POS & accepts the float by declaring

float amount into the system

7. Check IT instruments, Printer roll, scanner, EDC roll,

network connectivity
ePRE BILLING
1. Credit Note (System & Manual)

2. Gift Voucher: 1. Physical voucher 2. E voucher ( Gold and

normal voucher)
2. BILLING PRODUCTS 3. Gift Card : Gold

4.GC Card redemption & add points

5. Sodex GV

6. Accor Gv

1. EDC : HDFC,AMEX, UNION BANK CREDIT CARD

3. BILLING MACHINES / SOFTWARE
2.PLUTUS CREDIT CARD

3. CHIP CARD
MAIN HOO NA – CUSTOMER DELIGHT
1. Greet the customer "Namaste"sir/ ma'am
4. GREET
2. Please may I have your registered mobile no
1. Check into the system if customer is Gcmember

2.Scenario1 : if GCmember , cashier to read out the second name by mr./ms……..

3. Scenario 2: Non GC customer, cashier to pitch for GC enrollment

4. Scenario 3 - Pantaloons Emploee Discount : ask for the poornata id cashier to send
the OTP from system to registered mobile no: enter the OTP code and validate and
continue billing
5. UNDERSTAND NEED

5. Scenario 3.1 - ABG Employee Discount: ask for the poornata id cashier to physically
verify the valid photo ID proof & match the employee's name with name reflecting in
POS . Select NO OTP and continue billing ( No OTP for ABG employees)

6. Scenario 3.2 -ABG ONEDiscount : ask for the registered mobile no ,cashier to send
the OTP from system to registered mobile no: enter the OTP code and validate and
continue billing

1. Cashier to scan the product

2. Incase of INF ( Cashier to retrieve data by using GET INF from system and resolve. if
INF is not retrieved then Cashier needs to make a system manual by duly filling all
correct details of the product in system and bill to be issued )

3.Check the MRP of the article on POS vs the price tag

4.PMM( in case of PMM cashier can overight the price matcing with barcode price by
6. SCAN PRODUCT using Price override functionality
5. In case of open MRP product(E.G. Jazz, Sarah etc)cashier to use Price override
functionality

6. Cashier to pitch for MH feedback( pitching line please share your shopping
experience on scale 0f 0 to 10

7.Cashier to continue with scanning rest of the products

8.Ask if customer needs a carry bag
MAIN HOO NA – CUSTOMER DELIGHT
7. COMMUNICATE THE TOTAL BILL AMMOUNT Cashier to press Sub-total tab & read the total bill amount to the customer

1. Check if customer wants to redeem points( read out the total points and amount to customer & ask customer
how many points to be redeemed)
8. REDEMPTION POINT / GV
2. Scenario 1 points redemption : cashier to go to GC redemption and send OTP and validate and reconfirm the
OTP and redeem
3. Scenario 2:Check if customer has any GV/ E-GV to redeem
1.Check whether he wants to pay by card/ cash ( pitching line would you like to pay by cash/ card

2.Scenario 1: Cash payment( receive the cash and continue the billing process)

3. Scenario 2: Card payment ( receive the card and continue the billing process)

4. Scenario 3: EDC Payments: ( receive the card and continue the billing process )
9. MODE OF PAYMENT / PAYMENT SCENARIOS
5. Scenario 4: wallets payments:(choose the wallet option and ask for registered mobile number, enter amount and
send OTP. Enter the OTP and validate and continue the billing process)

6. Scenario 4: wallets payments-Exception:: In case of Idea wallet: share mobile no with customer,customer enter
details & cashier verifies payment receipt on handset

7. Scenario 5: Credit Note remption :( scan the credit note no. and redeem and continue the billing process)

1. Hold transaction ( scenario: if customer need to pick more products this option can be used
2. Recall transaction: Retrive hold bill
3. Cancel Sale/ Bill void (only doing on payment void)
4. Line void ( scenario 1: select item to remove from bill )
5. Cashier Trigger : offer codes entered manually by cashier for offer and promotions

6. Sytem manual bill: (no paper bill to be issued by store ) only system generated manual bill to be issued to
customer. Exception: only in case of powercut store to issue paper mannual bill

10. SPECIAL SCENARIOS 7. Credit note issuance: scenario 1 : if customer doesn’t find suitable product against exchange product then credit
note can be issued to customer. credit is valid for 1 month from date of issue. It can be redeemed in any
Pantaloons store pan India. scenario 2 : if customer is redeeming credit note and balance is remaining again credit
note can be issued on balance amount and it is valid for 1 month from date of issue.

8. Bill Reprint ( for reprint head cashier/SM login required ).

9. Card debited twice for the same amount ( void can be done only by head cashier )
10. Exchange process awarenes
1. Remove the Tags from the garment
2. Fold the items neatly
3. place them in carry bag
4. Check the bag over deactivation pad
11. PREPARE FOR EXIT
5. For alteration system generated alteration slip to be issued from AX POS
6. Handover the carry bag with stappled bill
7.Thank the customer for shopping with pantaloons
 
There are many times we unknowingly
give the wrong signals to our customers
and put them off…

Let us see some such situations…

What went wrong in these scenarios?

Lost opportunity
videos
EXAMPLE 1 : Good Conversion means great repeat sales during VIP Previews

SHOPPRIX, STORE MUZAFFARNA

MEERUT Same state and similar target GAR
customer

15992 AREA 14184

Almost Same

SEP FY15 LAUNCH YEAR DEC FY15

42% AVG CONVERSION RATE 72%

58% SS15 VIP Preview 85%

Low conversion, Contribution More conversion,
low sales More sales
contribution

62% AW16 VIP Preview 84%

Why should stores focus on enrolments?

Target
Achievement
Great EOSS and Secured
Previews and Incentives
Easy Festive Sales
marketing for
Repeat Sales big buying
security during periods
Large full price (EOSS /
Database of period Festivals)
Consistent customers
Conversion

EVERYTHING STARTS
WITH GOOD GC
CONVERSION –
EVERYDAY
How do we pitch : Top 5 points

FREE OF COST MOBILE BASED

1 ENROLMENT 2 VERY CONVENIENT

90 DAYS REDEMPTION OF
3 EXCHANGE PERIOD 4 POINTS AS
WITHOUT BILL DISCOUNTS

ACCESS TO
5 PREVIEW SALE &
EXCLUSIVE OFFERS

EVERY ONE SHOULD SPEAK IN THE SAME ORDER AS

ABOVE
Enrolment process SOP: at POS (cashier) and CSD
• Cashier asks for the registered mobile number. Cashier enters mobile number in the “Loyalty Mobile\EDC
Step 1 Tab

Enrolment• If Process SOP

POS shows “No not : at-- POS (Cashier) and CSD
registered”
Step 2 • Pitch enrolment benefits & if customer agrees, handover the KYC form to customer

Step 3 • Check mandatory details - name, mobile, email ld, pincode & customer signature are filled

Step 4 • Scan the barcode on the KYC and complete the billing process

Step 5 • Handover benefit page to the customer. (left page)

• Retain KYC page which has account number printed on the KYC form (right page)

Step 6 • Keep the filled KYC form (right page) safely at designated place

• CSD to collect all KYC forms from cashiers at EOD

Step 7 • CSD to give blank forms back to head cashier

Step 8 • Cashier to bill exhausted inventory at EOD using GC article code

• CSD to update customer details in the Capillary with relevant information from KYC at EOD (refer enrolment
Step 9 mass upload SOP)
GREEN CARD KYC FORM
Therefore, it is very important that we are
aware of the customer service pitfalls we
may fall into…
To avoid them, remember the simple
OJT