November 2013

 Is The Customer Experience  being forgotten as Retailers focus on Multichannel Roll Outs


Posted @ 0900:00 on 12 November 2013

More channel choices provides consumers with greater options to browse and purchase and in theory should generate incremental sales and profit and happier customers


The roll out of new channels although well intentioned  may at times be failing to meet customer expectations however


If the last 12 months were focussed on rolling out new channels then the next 12 months are better focussed on optimising the customer experience and creating greater consistency across channels


According to a recent IBM study 69% of C suite Executives report creating a consistent customer experience across touch points as one of their top initiatives


Many businesses are now seeing the issues and opportunities to build greater brand consistency across channels and touch points and are creating senior Customer Experience positions like Chief Customer Officer CCO in their organisations


The Infographic based on a directional online poll of online shoppers illustrates some of the issues.


• The majority of online shoppers agree more channel choices like collect in store and optimised mobile sites make it easier to shop. Though disappointingly only a minority agreed it saved them time


• Around a fifth of consumers agreed they shop more with retailers who offer multi channel choices than with retailers who do not


• However a sizeable minority are experiencing issues  for example 25% had less than seamless experiences when using Collect In Store services and 16% received a delivery later than promised


• In the next 12 months more than a fifth of consumers intend to use store collection or purchase using a smart phone and more than 10% intend to use a same day delivery service .



In summary With significant demand for "new channels"  the question is are retailers prepared and ready to deliver a consistent and great customer experience

There is a clear opportunity to improve channel consistency across the customer journey


Instore There are opportunities to improve store signage and staff training and speed up slow processes


Delivery It is better to under promise and over deliver. Being late is no longer an option This is particularly true  for same day and within the hour services where expectations are likely to be especially high and failure much more obvious


Device optimisation Not only does the browsing experience need to be optimised across devices so does making a purchase or carrying out transactions










Online Poll of Online Shoppers Nov 2013 Average Sample 50



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