NAMIFLOW

Namiflow is a clothing retailer specializing in everyday casual wear designed with simple construction and high-quality materials. They collaborate with designers from around the world to create garments that balance fashion and functionality. Customer satisfaction is central to Namiflow's brand identity and they strive to provide exceptional in-store and online shopping experiences.

However, a new competitor has recently entered the casual wear market, offering a similar product line as Namiflow. This has divided the customer base and Namiflow has experienced a decline in monthly sales. Analysis of in-store transaction records and mobile app activity further indicates that there is a customer retention problem. This presents a strategic concern since sustained revenue growth depends on maintaining strong repeat purchase rates and brand loyalty.

Therefore, the Vice President of Marketing has proposed an initiative to enhance the quality of customer service as a means of improving customer retention. Style Assistants (the company's sales associates) will participate in a new training program focused on fibres, fabrics and clothing physiology. With this new knowledge, Style Assistants will be better equipped to recommend garments based on when, where, and how customers intend to wear them. To ensure alignment with business objectives, a training evaluation strategy was developed to measure the training program's effectiveness and its impact on customer retention and sales performance.