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asked questions and best ways to reach them using their
The very point of sale
The ve ry point of sale preferred channels.
While merchants use social media listening technologies
to collect data on how customers experience their brands,
they also rely on frontline representatives who are the face
Sales associates: of their companies for firsthand customer insights. These
observations help merchants identify popular products
Your best sales allies and services and how customers interpret their brand mes-
saging, Coursera found.

By Dale S. Laszig Multiplier effect
DSL Direct LLC With so much attention given to social media influencers
and content creators who promote a brand, think of the
ales associates play a key role in the shopping power of a face-to-face ambassador who directly engages
journey. Isn't it time to give them their due? with customers at decision points. These transactions oc-
Good help is hard to find today, and no matter cur on-site at retail's last mile and can be revealing.
S how hard payment solution providers try to
bridge service gaps in retail and hospitality environments, As Coursera researchers mentioned, sales associates can
unattended solutions can only go so far. There's no substi- improve the customer experience and improve their em-
tute for friendly, knowledgeable staff who assist at check- ployers' profits in multiple ways: greeting and interacting
out, make recommendations, check stock at other stores with customers at the door and in the store; listening to
and appreciate customers. customers and making targeted recommendations; up-
selling customers by accessorizing purchases with comple-
For years, customer experience has been top of mind mentary products and services; and checking and main-
among payments professionals, who have noted consum- taining product inventories; and provide advice and guid-
ers want more choice and control of the shopping journey. ance based on product knowledge and know-how.
But where would we be without brand ambassadors to
moderate those choices and guide decisions at checkout? Coursera further noted that sales associates can help with
marketing campaigns, loyalty programs and store promo-
"What is a Sales Associate? And How Do I Become One?"— tions; create displays, shelf merchandising, and direct and
a post published Jan. 13, 2023, by online course provider install in-store signage; process customer payments; wrap,
Coursera—points out that today's representatives do more package or bag purchased products; promote sales and
than process customer payments. They typically have new products; stock shelves with new inventory; and pro-
other responsibilities, such as positioning merchandise, re- cess returns, exchanges and order error remediation
stocking shelves and helping customers find products that
fit their needs. Excellent experience begins with service
As consumers, we routinely transact across channels,
"In the retail industry, a sales associate has multiple op- which may include buy online, pick up in store; curbside
portunities to interact with customers and create a pleas- pickup; and in-app ordering. We rarely notice the heavy
ant shopping experience," Coursera researchers wrote. "Ac- lifting that facilitates these options. It's the times when tech
cording to Forbes, stores are redesigning their sales floors, is not behaving—perhaps due to power failure, human er-
offering seamless shopper experiences across physical and ror or network disruption—that make us appreciate knowl-
online store fronts, and using social listening strategies to edgeable customer service representatives. This happened
understand customers better." to me recently when I attempted to change mobile carriers.

Social listening Rather than bore you with details, let me just say it was a
hot mess that ended with a return merchandise authoriza-
Coursera researchers further noted that social listening, tion.
also known as social media listening, can help merchants
analyze online conversations to learn about their target
audience. This process can reveal a great deal about cus- With so much attention given to
tomers, and these insights can also help merchants perfect
their outreach and improve the way people feel about their social media influencers and content
brands, they explained. creators who promote a brand,

Social listening can shed light on how an audience may feel think of the power of a face-to-face
about an organization, its competitors and topics related ambassador who directly engages with
to its products and services, researchers added. Online customers at decision points.
reviews and discussions, they noted, can also reveal the
challenges consumers experience, their most frequently
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