Posts Tagged ‘Retail’

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When you look at any of the top brands which are currently doing well in this economic crisis, they are likely to have many things in common such as customer service levels, responding to customer demand promptly and delivering a high quality customer experience no matter how you engage with their brand.

Customers are more savvy than ever and will simply not stand for bad service, not being clear with promotional Ts&Cs and a bad user journey / experience.

Many CEO’s still ignore and turn their backs on their high value customer feedback, customer complaints, competitor improvements and general customer demand yet wonder why their competitors are stealing more and more market share.

Due to how technology has evolved over the past few years, this has forced brands to adopt an omni-channel strategy rather than a cross-channel strategy. Omni-channel is a one unified brand experience no matter how or where you engage with the brand. Some examples of what this does and doesn’t look like:

  • You see a product in store which isn’t available online – not omni-channel.
  • You start a car insurance quote on desktop and finish it on your mobile – is omni-channel.
  • You play poker on desktop but key features are missing from the mobile app – not omni-channel.
  • You receive a coupon through the post which is only available to use in store – not omni-channel.
  • You get a very warm customer feel in store and also get a very thorough warm response over the phone – is omni-channel.
  • You thought you’d upgrade your TV sat package online and after a few months decide to downgrade no matter what, but you can only downgrade over the phone – not omni-channel.

It won’t be cheap to adopt an omni-channel strategy, it won’t be an easy ride and it’s certainly not a short term strategy, but if you want the new generation of customers to engage and stay loyal to your brand, then you need to adapt.

Fortunately there are consultants already out there who can offer good advice like Webcredible and IVIS Group.