I was just reading about the troubles that Gap find themselves and their plan to return to growth and I was specifically struck by this quote from Jeff Kirwan, their Global President:
Our customers and employees want Gap to win
Recently in our Retail Revolution blog series I have been portraying the shift in consumer behavior as a fight, with winners and losers in a new world where it seems no retailer or brand is too big to fail.
We also discussed some of the techniques that help retailers stay relevant during a recent webinar and you’ll find similar advice, specifically on their push to omni-channel (as they look to reduce operational costs by closing stores) in the Forbes commentary of Gap’s plan:
.. in order to make this work, Gap Inc needs to ensure that it can draw substantial customer attention to its websites. For the purpose, it needs to keep pushing towards its omni-channel goals. The retailer has been among the few apparel companies in the U.S. who have proactively deployed omni-channel strategies such “buy online pick at store”, “reserve online”, “ship from store”, etc. While Gap Inc has seen some success with these strategies; it needs to roll them out on a larger scale for a stronger impact.
However – Kirwan’s quote struck me as being the most critical, his belief that his employees and their customers want Gap to win. This seems to me to be a fantastic goal for any customer experience strategy or, for that matter, any organization (ours included!).
We talk about building customer advocacy and in the webinar I referred to some work my colleagues at Tahzoo had done in understanding customer affinity, where customers have a propensity to do things for you, such as:
- Try new things
- Defend you
- Recommend you
- Overlook mistakes
- Give you feedback to help you get better
- Participate and contribute
- Support others
Who wouldn’t be delighted to have customers doing any one of those things?
But, top of that list a customer, with a high affinity for your brand, will want you to win.