Getting customer experience right

The workforce, indeed, helps companies to stay competitive in the market. That’s why the process of developing their skills and capabilities in performing their jobs must be given high importance.

Wilcon Depot recognizes this principle that when employees are properly and efficiently trained, then this will surely contribute to the organization’s growth and success. As Wilcon founder and chairman emeritus William T. Belo once said, “People are our top asset.” He also believes that it is essential to keep employees well-trained, and by doing so, it will bring forth efficient and quality service and performance.

Wilcon Depot is not only known as the leading provider of high-quality home improvement and building needs in the country, but also for giving the utmost customer service and excellent shopping experience to all of their valued customers. As the top-of-mind construction and home retailer, this philosophy of providing customer delight is true to the heart of each employee and it is communicated well through the senior leaders and with in-house training programs.

Edward Hess, a professor of business administration and author, said, “Companies that learn fastest and adapt well to the changing environments perform the best over time.” And to achieve this, all Wilcon employees regularly undergo training programs, attend refresher courses on customer service, product orientation, and inter-office/employee relations. Wilcon conducts development-training programs to enhance leadership skills, customer service skills, and building relationships both with customers and store personnel.

Aside from that, Wilcon conducts an annual seminar for all Wilcon retail leaders from all over the Philippines. This seminar aims to communicate the plans of the company for the year, brings additional learning experiences and takeaways, and allows them to understand the latest business trends.

On Jan. 4 and 6, Wilcon successfully held the sales kickoff conference 2020 at EDSA Shangri-La Hotel, carrying the battle cry “I am a CX H.E.R.O.” CX stands for Customer Experience.

As the keynote speaker for the annual conference, I shared about the importance, benefits, and how-to’s in delivering excellent customer experience. According to HubSpot, customer experience refers to the sum of every interaction a customer has with a business. These interactions encompass the entire customer journey from awareness to discovery, cultivation, advocacy, purchases, and service.

As we enter the new decade, Wilcon recognizes that implementing and delivering a great customer experience achieves higher customer satisfaction rates. With this, Wilcon is committed to meet their valued customers’ needs on a long-term basis through innovation by coming up with new ideas to excite more homeowners and builders. In order to do so, I would like to share the four traits of what it takes to be a Wilcon CX HERO.

The first trait is high-performing. Wilcon puts importance on building a culture of high performance that harnesses employees’ potential. As CX HEROes, Wilcon workforce shares a common vision and goal in achieving outstanding results. The second trait is excellent. Wilcon CX HEROes pursue excellent quality service that produces exemplary customer experience. The next trait is reliable, as Wilcon believes that providing reliable customer service brings forth great customer experience and also differentiates Wilcon from competitors. And lastly, being omnipresent is a must. Omnipresent means being available at all times not only with their physical stores but also in the digital market. Being everywhere matters because customers value accessibility to products and services.

Wilcon constantly thinks of ways to enhance the customers’ shopping experience and desires to be part of the journey of its customers in building their dream homes and in fulfilling their home renovation projects.

I was also fortunate to share the stage with three industry experts, Ben Ampil, a US-certified neuroscience coach; Cecille Ayllon, director of the Strategic Marketing Management Program and a lecturer in the School of Professional and Continuing Education (SPaCE) of De La Salle-College of Saint Benilde; and Anton Barretto, ABS-CBN MetroHome magazine’s editor-in-chief and MetroHomeTV host, who shared more of their insights and expertise about customer experience.

As Wilcon values all of its customers and focuses on making their employees Customer Experience HEROes, these efforts will surely lead to bringing delight to more Filipinos nationwide.

Wilcon Depot gears up its workforce as it launches its #flyinghighto100 store expansion campaign, where Wilcon aims to have 100 Wilcon stores nationwide by 2025 as a fulfillment of their mission to help more Filipinos in building, improving, and refining their homes for a more sustainable and comfortable life.

Let me end with this quote from China Gorman, CEO at Great Places to Work, “As companies grow and the war for talent intensifies, it is increasingly important that training and development programs are not only competitive but are supporting the organization on its defined strategic path.”

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