Adopt a joined-up approach to the customer experience

Customer experience may impact on a brand’s loyalty and bottom line (MW 3 November), but too many companies fail to recognise that the way we shop has changed and do not offer a joined-up customer experience.

Just over a quarter of UK adults and almost half of teenagers own a smartphone, and 70% of these use their smartphones in store. Customers want to move between channels as they shop – from store to website to app – and retailers need to adapt.

Research by Head reveals a correlation between a strong integrated customer experience and positive sales growth. Between 2007 and 2010, retailers with a poor multichannel offer lost £500m in potential revenue by failing to turn consumer interest into actual sales.

Meeting consumers’ needs, wherever they are, whatever they want to do is now the benchmark for success.

Lola Oyelayo
Director of user experience
Head London

Today’s savvy and “autonomous consumer” demands a more data-driven and holistic approach to customer services (Data Strategy, 10 November). They want quality and efficiency and to communicate via the channel of their choice and switch without having to repeat the same information each time.

A joined-up and personalised cross-channel experience begins and ends with knowing the contact history of the customer and using it to make them feel like they’re an individual. Immediately identifying the customer and their reason for contact opens the door to brand-enhancing, proactive responses.

Only by adopting a strategy where data isn’t just collected, but also analysed and acted on, is it possible to make the difference between a good customer experience and an exceptional one.

Simon Loopuit
CEO
VoxGen

It’s not just in-store that is important to provide a great customer experience. We recently evolved our annual ecommerce usability report to focus on the multichannel commerce experience of top UK high street retailers and the result was that Boots came top, ahead of Marks & Spencer, Debenhams and Waterstone’s.

In-store is clearly important, but it is also crucial that whatever channels customers choose to shop through, retailers harness the innovative technology available to provide the most desired experience.

Trenton Moss
Director
Webcredible

Recommended

Conversion is not only social media metric

Webops Temp

I wonder whether the launch of Adobe’s SocialAnalytics tool (MW last week) is the right way to go about achieving credible social media metrics. To boil down success in social media solely to conversion and assign a monetary value to ’Likes’ seems to be missing a trick. With the growth of social commerce, social ROI […]

Sticky content quest requires fresh mindset

Webops Temp

Now social media has given pretty much all advertising the potential to go viral (Michael Nutley, MW 10 November), agencies need to adopt a new mindset in their quest to create sticky content. Things only go viral because people want to share them. Try as companies might, viral is notoriously difficult to buy or to […]

Brands must shout about their service

Webops Temp

As the research shows in her article, consumers are no longer enamoured with the advertising they see, and feel that “just one in five brands has a notable positive impact on their quality of life”. This is why the key point to Ruth’s article is so prevalent – brands must communicate their service. Many brands […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now