Know-How Exchange : Customer Behavior

Can you get "out there" and talk with customers trying to use the stores? Discover their problems and the obstacles they face. You may discover YOU must employ some tools to improve customers' experience.
It is usually better to focus on problem discovery rather than asking customers what they would like. If you must ask them what they would like, do it as a parting question...after all your problem discovery.
It can be helpful to do this problem discovery with your front-line employees, too. After all, they see the customer journey all the time. Success here depends, of course, on morale.

Without in-person research, you don't know whether the problem is the employees or the needs of the customer don't match the tools you're providing the employees.

Perhaps you need to to go back one step here. Perhaps you first need to segment your customers by looking at their needs, the reason they come to the shop. There are customers who just want to purchase a phone or tablet, and can be influenced in that regard, there are customers who want to discuss service & financial plans and then there are the information gatherers. You have to treat each segment on their own terms. Only through laying that groundwork, can you identify the tools that may be helpful to either or both your customers and your staff members.

This matter can also be examined from an alternative perspective. When you say 'How can we improve a customer's journey in telecom retail stores?', what is your evidence that your customers' journeys need improving? What is the actual situation that you have uncovered that has triggered the question?

You probably need to hang out in a few stores and watch/listen to what happens. Identify different customer segments and salespersons' behavior. I'm guessing there isn't a one-size-fits-all answer to your question.