Retail Week’s Customer Champions report, produced in association with Critizr, outlines the crucial role of frontline staff in welcoming customers back to stores.

Retail is once again open for business. With shops deemed non-essential now able to trade, priorities have shifted to attracting customers back into stores.

More so than ever, frontline staff can be your CX secret weapons as shoppers return to a very different high street.

Retail Week’s Customer Champions report, out today, reveals how to make store and other frontline staff your greatest assets as shops reopen. Download for free here.

The report features exclusive insights from retailers including Tesco, Waterstones, Co-op Food, Pets at Home and Fenwick, and showcases global examples of world-class CX.

Customer Champions shows how positive interactions between frontline staff and customers can go a long way to reminding shoppers what they have missed about physical retail during the past year of social restrictions.

As Waterstones retail director Luke Taylor says: “People will return to bookshops because of the experience. You can’t replace what a bookseller can do with an algorithm on Amazon.”

“People will return to bookshops because of the experience. You can’t replace what a bookseller can do with an algorithm on Amazon”

Luke Taylor, Waterstones


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    The value to be gained from positive human interactions, and the importance of generating and acting swiftly upon local customer feedback.
  • How aspects such as company culture, training, empowerment and rewards or incentives can help ensure frontline staff become your greatest assets.
  • First-hand testimonies from store managers on how they get the most out of their colleagues on the frontline.
  • Profiles of retailers from the UK and overseas that have built a reputation for delivering outstanding customer experience through the interactions of their frontline staff.
  • How technology is being used to build human connections between store staff and customers through new digital services.