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Why training staff for retail is critical

Dubai - Macadam said that sales staff benefit most when uniform expectations are communicated.

Training staff in the retail segment is important, as highly-trained retail staff can positively impact sales turnover manyfold, said David Macadam, CEO of the Middle East Council of Shopping Centres, or MECSC.
Speaking to Khaleej Times in an exclusive interview ahead of the upcoming RECon Middle East & North Africa 2015 exhibition and conference, Macadam said that sales staff benefit most when uniform expectations are communicated.
"Highlighting the exemplars on the team promotes the best and brightest performers. Use these high-achieving sales people to spread the industry best practices. Providing rewards to those who engage in the best sales practices creates a winning energy on the sales team," he said.
Jointly organised by the MECSC and the International Council of Shopping Centres, RECon Middle East & North Africa 2015 will bring together shopping centre industry professionals, retailers, management and consulting companies, architects and design companies, entertainment and leisure companies, product and service providers to the industry, for three days of networking, deal-making and exploring new business opportunities.
Speaking on the key issues and trends that will be highlighted at the event, Macadam said: "The key issues and trends at the 2015 RECon Conference include adopting a collaborative approach to service and customer service in all stakeholders in the retail industry. We also will showcase social media and the importance of incorporating a strong social media program in all business models. Regional and global economic issues will also be discussed. A large component of our RECon Conference is the session on empowering women leaders in the retail sector."
Asked about some of the challenges of training staff to provide exceptional customer service in a country like the UAE, Macadam said: "The UAE has over 200 nationalities; this diverse population of many nationalities in the UAE not only make up the sales teams to be trained, but they are also great customers. English as the common language is not the first language of the majority of these nationalities. Understanding the basics of polite behaviour, what these different nationalities expect as good service, and understanding the differences are all important aspects of delivering good customer service in the UAE."
Speaking on the role of social media in the customer service sphere today, Macadam pointed out that one of the most beautiful elements of social media is its immediacy.
The UAE, with its high penetration of smart phone technology and large number of users on Instagram, Facebook and Twitter, is well placed to provide satisfactory customer service through social media, he said.
"Customers are provided with a more personal brand experience. Social media communication means dealing with individuals and responses from individuals not organisations. When customers want to be heard they want immediate feedback on their question or complaint."
The conversation in social media normally is transparent meaning that the customers get to see how you handle the situation. If you can handle the customers concerns quickly, completely, politely and effectively you will leave all your social media followers with a good feeling and great confidence in your customer service," Macadam said.
- rohma@khaleejtimes.com