Customer Centricity – Delivered

Some summers back, the focus shifted from managing the supply chain to managing the demand chain. The customer came into focus and enterprises seriously started strategising keeping in mind their customer. Customer relationship management became the in-thing and as hype-cycles came and went, customer satisfaction made way for customer delight and the power points were suitably modified. Of late, customer journeys and design thinking command premium PPT space. Sadly, though, the experience on the shop floor hit a ski slope as retailers struggled with attrition thanks to an ambitious workforce that had the patience of koala-on-steroids at about the same time as customers wielded their mobile phones and social “influencer” status with impunity. As a permanent student of retail, I seek scenarios and instances that helps me reclaim my belief in old-school customer service. And I have been blessed with many of them. This is one recent story.

Folks – allow me to introduce Mr. Sameer Ansari who works for Decathlon Sports India’s R City Mall outlet in Mumbai. I had been to the store last Sunday (14th July, 2019) evening to buy a pair of football shoes and shin guards for my lil’ lady. The experience of selecting the right pair of shoes and shin guards, in true #customercentric Decathlon style, was excellent.

Then we queued to bill them up and were met at the till by a very welcoming, smiling Sameer Ansari. After the customary greetings, he asked if my lil’ girl was into playing football and on hearing an answer in the affirmative, he remarked that the shoes were just perfect for her and the level at which she was playing (“I, as a customer had made the correct, informed choice”).

He then proceeded to carefully examine the pair and on my enquiry, explained to me that there have been the odd instances of almost similar looking yet mismatched shoes L & R sizes and that he was making sure I don’t discover any anomaly after I reach home. He subjected the shin guards to a similar scrutiny (“This brand is really caring about my purchase and thinking ahead”).

Satisfied, he scanned them out. Being a lifetime student of retail, I was impressed and introduced myself to him to which he replied with an outstretched hand and an enthusiastic, “Sameer Ansari, sir. And I love skateboarding”. Now, at a time when I see the engagement quality of store floor sales folks diminishing rapidly, such contagious enthusiasm was a pleasant surprise! I requested him for a selfie and as you can see in the header image above, he happily obliged! 

For me, small things matter. Micro moments make or break experiences. The store is the most fertile breeding spot for innovation in the area of positively impacting customer experiences. And passionate brand advocates like Sameer Ansari just reinforces this belief of mine. Sameer Ansari – #MyKindOfCelebrity. #MyKindOfTeacher

Decathlon Sports India. #customerdelight.  #customercentricity.  #experiences. #micromoments.