Retailers are most excited about CX optimization and 4 more stories you should read
by Philippe Aussant, on Jul 5, 2018
As we jump into the second half of 2018, let’s look at some of the recent Customer Experience (CX) stories and stats that recently stood out to us.
- CX optimization presents the most exciting opportunity for retailers
- Communication is critical during digital transformation
- We are turning more and more to mobile devices to consume media
- Infographic: The Six Laws of Customer Experience
- iperceptions Blog Post: Why VoC Research Will Be Even More Important in the Age of GDPR
Today, offering great CX is not an option, it’s a necessity. If not provided, it can be a factor that leaves some brands in their competitors' rearview mirror.
Retail, as an industry, is frequently and reported on in this regard. This quest for superior experiences has opened the door for creative marketers to design experiences that stand out, and according to a new study by Econsultancy and Adobe, this isn’t lost on the minds of retailers.
As reported by eMarketer:
The most exciting opportunity for retailers this year is “optimizing the customer experience” (23 percent)
This is an increase from the 18 percent seen last year, which highlights the greater focus being placed on enhancing the customer experience. This plays into another key finding from the study, which found that:
25 percent of retailers pinpointed “omnichannel marketing” as their top priority this year
It will be interesting to see how this focus on omni-channel, paired with retailers’ CX optimization methods, will play out over the next while for customers interacting with retailers both online or in-store throughout their customer journey.
Just like most things in life, clear communication is key when it comes to offering great CX.
With the increasing accessibility of key technology, brands are looking for ways to incorporate them into their processes and workflows, and parlay them into improved experiences for their customers. Although, for this to work, everyone in your organization, from the C-Suite to your client-facing employees, must be on the same page.
In an article for Forbes, Daniel Newman looks at three things your organization must do to ensure it remains focused on optimizing the customer experience during its digital transformation, including how:
“Clear goals should be set and communicated throughout the entire organization… Make sure that all decisions made align with your goals AND have a plan for measuring goals and altering them as data becomes available.”
This is a key aspect of a Customer Experience governance structure that ensures that the goals your organization wants to accomplish with its CX program are clearly defined, documented and communicated among key stakeholders.
As well, it is important to have a system in place where key information, like CX metrics and customer feedback, can be shared and easily visible to key stakeholders across your organization. This ensures that every member of your organization is up-to-speed on the status of your CX, and can act accordingly to continually improve this experience.
The mobile experience is as important as ever.
We have become more and more reliant on our mobile devices to do our everyday tasks, and taking out our phones to consume content on-the-fly has become almost second-nature for many of us. However, sometimes reflecting on where we were just a few years ago can give us some perspective on how much our habits have changed.
Reporting on Mary Meeker’s comprehensive 2018 Internet Trends Report, CMO.com highlights how we now spend 3.3 hours per day engaging with digital media using mobile devices, more than twice the amount of time we spent back in 2012.
With consumers continuing to shift more and more towards mobile, this finding highlights the growing importance for brands to start thinking mobile-first when designing and executing their CX program.
There are many ingredients that go into a successful CX program. It’s important to remember that a great experience doesn’t only come from what you can immediately see (e.g. your website, mobile app), but it is also dependent on the technologies and people behind-the-scenes that help make it happen.
Bruce Temkin, Managing Partner of the Temkin Group, published an infographic that provides six key items, or “laws”, that play a significant role in an organization’s ability to design and provide a great experience for their customers.
In addition to ensuring your employees buy into your mission, another of these laws is that an organization must have a “clear view of what customers need, want and dislike can help align decisions and actions”.
It's clear that an organization must be customer-centric in their decisions for it to be able to provide a positive customer experience. This means confirming whether you are meeting your customers’ expectations at all your touchpoints, wherever they may be in their customer journey.
A VoC program that includes listening posts at these different touchpoints can help you collect the insights needed to be more customer-centric in your business decisions.
It’s already been a month since the GDPR (General Data Protection Regulation) has taken effect, impacting how organizations perform many of their everyday tasks.
In the age of the GDPR, consent and managing individuals' rights are crucial. Because of this, VoC research may become an even more important source of data and insights to marketers wanting to better understand and improve the Customer Experience.
In this blog post, we look at how VoC and its permission-based approach provides marketers with an ideal research method to collect insights and better understand the needs and experiences of their customers in the age of GDPR.
Banner image: Photo by rawpixel on Unsplash