Treated Like A Thief

I recently read that Tesco’s are trialling giant trolley scales at one of their stores in Gateshead, where trolleys are weighed before checkout to identify any items customers who have used Scan as you Shop might have missed or scanned twice.

Whilst I appreciate this is an example of supermarkets turning to technology to streamline time and costs, and is a proactive move is to help combat the significant rise in shoplifting, it’s a real lesson in Customer Journey.

You see, customer reaction has not been great:

• They feel mistrusted and being treated like a thief.

• The scanners have been compared to airport security and feel threatening and obtrusive.

• Loyal customers feel they’re being punished for misgivings of others.

• Others questioned whether the scales were actually aimed at cutting back on checkout staff.

• The giant scales can cause additional confusion and frustration at the end of a shop, especially for those with a child in the trolley seat, or if you’ve left your handbag in the trolley.

This is off the back of the growing ratio of more self-scan tills over staffed tills; some shoppers love the convenience and speed, whilst others get frustrated and overwhelmed.

Whatever your viewpoint, this is adding friction points to Tesco’s Customer Experience.

And whilst you may not be the scale of a retail giant, the principle is the same for your business, and we call these Moments of Truth...

Moments of Truth:

Every time a customer contacts your business, there’s an opportunity for a customer “Moment of Truth” - opportunities for you to make a GOOD or BAD impression on your customer (or prospect).

And this is something you and your team should know across your entire business for all of your Customer Avatars.

This isn’t a one-off exercise, it’s constantly evolving. And the best way to get started is to think about one of your actual customers and map it out (ideally with them in person) – so you get what the customer is really thinking during each moment and in their OWN words.

It’s essential that you create your own Customer Journey Map which visually illustrates your customers’ processes, needs, and perceptions throughout their interaction and relationship with you. 

The process isn’t complicated (in fact it’s fun!):

1. Select a Customer Avatar.

2. Map step-by-step experience.

3. Map touch points with people (roles) and things (systems & processes).

4. Add customer attitude and needs.

5. Identify problems and opportunities - and prioritise.

You’ll be astounded by how much insight you’ll gain.

Some supermarket chains have done exactly this, and recognised this friction in their Customer Journeys, with Asda and Morrisons saying they would put more staff back on manned tills, and northern-based chain Booths getting rid of self-scan altogether.

This is such an essential part of business, that we dedicated an entire Step to it; Step 6: Delivering Excellence as part of our 9-Step Program.  As always, you know where I am if you need some help, or pointers, or a reminder...

BW,

Martin

Martin Norbury

Investor | Business Mentor at Advocate | Author of I don’t work Fridays