Customer - Self Coaching - Customer perspective

Customer Perspective

** Please note we would advise that you complete the self coaching section on a desktop computer, as you may need to print out some sections in order to complete **

This document is designed to encourage your thinking around a specific area of your development by providing you with some information and asking you coaching questions to consider how this relates to you and your way of working.


Having completed this workbook you should find that you have:


     Observed activity in your store through the eyes of a customer

     Observed activity in other stores through the eyes of a customer

     A clear understanding of how your customers perceive your store

     Identified things that you could do differently


You should work through this workbook on your own, consider all questions carefully and answer them honestly. Only then will you gain the full benefit of this development tool.


Having worked through this document you may decide it would be useful to follow up with a coaching conversation with your Line Manager or an experienced colleague on the Region to support your continuing development.


Customer - Self Coaching - Customer perspective

Self Coaching

Customers will have certain perceptions of our stores and the service they will receive before they even work through the doors.

People are all different and therefore all have different perspectives (and different to those of the seller)

This is a vital concept within selling - to appreciate that people have their own views, feelings, values, and aims. The more we can understand the other person's situation, aims and feelings, the more likely we will be able to develop rapport and trust with them, and then hopefully to arrive at suitable solutions with them.


What do customers really want?

Ask them! You will never know just by looking at a customer what they want.

You need to speak to them, ask questions, summarise what you hear, and most importantly be prepared to accept that they may not want what you thought they wanted. For example:


     Not all customers want the best possible price above all else.

     Not all customers in a large store want to be taken to a product on the far side of the store; they may just want to know where a product is for when theyÕve finished browsing in the section theyÕre in now.

     Not all customers want information now – some may be happy to wait so long as the information is accurate, while others may prefer an approximate answer now.

Customer - Self Coaching - Customer perspective

Self Coaching

Looking at your store from a customer perspective


Before we can make any changes to our interactions with customers we need to understand who our customers are and how our customers see us. We need to make sure we can think about things from someone elseÕs perspective, this is an extension of our own self-awareness.


Thinking about the company as a whole how do you think our customer perceive us?

To encourage your thinking on this it may help to consider the following questions:


     Recall a few customers that have visited your store recently and the experience they had. What they might say about us!

     From the customerÕs perspective, if our organisation were a drink or an animal what would we be and why?




 Now thinking specifically about your own store through the eyes of a customer? What do they see and hear going on and how would they perceive your store?



What opportunities do you think exist in your store to improve customer perception?




How would you like customers to perceive your store?




What options are available to you to gain an insight into your customerÕs perception of your store?

 Customer - Self Coaching - Customer perspective

Self Coaching

Looking at other stores from a customer perspective


If you have not done so recently, visit some other stores on your region and walk the floor as if you were a customer? What impression do you get of the store and the level of service you would receive?



Visit some of your local competitors and again walk the floor as a customer?

What perception do you get of that store as a customer?



How is what you have seen in other stores different from your own store?

How can you use this to take action to improve how customers perceive your store?


Customer - Self Coaching - Customer perspective

Self Coaching

Summary and Next Steps


What conclusions have you drawn from this session about the customerÕs perspective of your store?




What options do you have to improve the customer perception of your store?




What is the one option that will have the greatest effect on customer perception?



What actions will you take to improve the customersÕ perception of your store?




How will you measure the store on your customer perspective?



Are you committed to take the actions above to ensure you develop into a positive role model in your store?



Build the Next Steps from this session into your personal development plan and store business plan