There’s No I in Team
According to Winston Wright, who heads marketing for Nokia’s Experience Centers and its stores, the company’s aim is to create guest-led experiences. “Never assume anything about the customer,” he said during a presentation at NACCM. “You need to ask questions to understand them and to lead them to where they [want] to go.” That is, to find the right product or service to fit their needs.
Taking this approach requires an employee-centric environment as well, he said. “It’s imperative in experiential marketing that the work environment and training experience is equal to or better than I want [associates] to deliver to customers,” he said, adding that he looks for people who are passionate about Nokia’s products and delivering a stellar customer experience – people who can connect people with technology. “Our team is our most important asset,” he said. And managers are trained to support their teams.
According to Wright, Nokia doesn’t judge its associates on store sales. They’re judged on customer satisfaction, mystery shopping scores, and management observation; they’re rewarded team-based financial incentives based on the customer experience their store delivers. “It’s important that we stay focused on the Golden Rule,” Wright said. “Treat me like a human being and when I get extra stuff that makes me so happy.” Wright advised attendees to underpromise and overdeliver.
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