Big data is helping us learn much more about what drives sales in the digital environment. The traditional service sector, however, remains very much a “black box”. A physical sales environment, such as a clothing store or restaurant, is subject to even more intangible elements than e-commerce sites or apps – perhaps chief among them are the extremely nuanced and significant interactions between customers and staff. Attributing customer purchases to actions taken by an individual employee is ambiguous enough without considering how additional subtleties, such as cross-employee interactions and influence, may affect outcomes.
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