{"id":1953,"date":"2011-07-04T17:53:00","date_gmt":"2011-07-04T22:53:00","guid":{"rendered":"http:\/\/davidgruehn.com\/?p=1953"},"modified":"2024-11-14T20:21:10","modified_gmt":"2024-11-15T02:21:10","slug":"unique-customer-experience-is-retails-holy-grail","status":"publish","type":"post","link":"https:\/\/davidgruehn.com\/index.php\/2011\/07\/04\/unique-customer-experience-is-retails-holy-grail\/","title":{"rendered":"Unique Customer Experience is Retail’s Holy Grail"},"content":{"rendered":"\t\t
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STORES Magazine<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Discussing strategies for creating more compelling customer experiences has dominated my meetings with retail executives for the past 24 months.<\/p>\n

This topic is retail\u2019s new Holy Grail, and for good reason. With consumers embracing social media and all things mobile, they now expect seamless, personalized and value-driven experiences whenever and wherever they shop.<\/p>\n

In retail\u2019s race to deliver \u201cexperience nirvana\u201d across existing and emerging channels, leaders are tapping into a core set of emerging technologies to drive positive, con\u00adsistent execution. The Home Depot, for example, rolled out 30,000 mobile devices to empower associates with en\u00adhanced, on-the-floor functionality and communication tools.<\/span><\/p>\n

Such customer-focused initiatives have game-changing potential for differentiating your brand. Yet to be successful, they require enterprise-wide execution, with every member of your organization sharing consistent customer knowledge and an understanding of why your experience offering is unique. They then must consistently and collec\u00adtively execute and enhance that experience each day.<\/p>\n

 <\/h1>\n

From product-centric to customer-centric<\/h1>\n

Another must is shifting from being a product-centric to a customer-centric retailer. This starts with empowering employees with the proper tools for shared knowledge and teamwork and then recognizing and rewarding them for knowing more about your customers and proactively responding to their needs. It also includes demonstrating customer appreciation and seeking opportunities to build trust.<\/p>\n

Spikes in store portal and messaging projects, both on\u00ad premise and in the cloud, indicate leading retailers are increasingly moving towards customer-centricity. According to a recent Microsoft Work Without Walls survey, one-third of information workers in retail\/hospitality also say their company has internal social networking tools to collaborate with customers and vendors.<\/p>\n

Pacific Sunwear, for example, recently turned to Mi\u00adcrosoft and Microsoft partner Neudesic to help outfit its youthful employees with the technologies they intuitively understand including a web-based company portal and internal corporate social network tools which has led to enhanced employee engagement, better customer ser\u00ad vice and the ability to capture 3,400 pieces of employee and customer feedback a year. This critical information is shared throughout the organization to continually define and enhance the brand\u2019s unique differentiating formula.<\/p>\n

 <\/h1>\n

Best practices<\/h1>\n

Think of this as your call to action. As you shift towards customer-centricity, consider that:<\/p>\n

Your customers are already collaborating. <\/strong>If you are not communicating internally about your customers as much or more as your customers are communicating about your brand, you\u2019re still a product-focused company. Real-time collaboration is a critical pillar in any retail differentiating strategy.<\/p>\n

Happy employees make happy customers. <\/strong>Your as\u00adsociates are both the face to the customer and the voice of the customer. Plug them into your organization via col\u00adlaborative tools and processes. Listen to them and reward them for speaking up.<\/p>\n

The cloud is more than pie-in-the-sky. <\/strong>Retailers like Starbucks are embracing the cloud for associate collaboration. Look for cloud technologies with strong adminis\u00adtration tools, remote manageability, proven security and enterprise-grade service level agreements. By quickly and affordably outsourcing your needs to the cloud, you can convert IT resources to customer-facing projects.<\/p>\n

Security and privacy rules still apply. <\/strong>With real-time collaboration driving record levels of information, establish and enforce proper security and privacy across your stake\u00ad holders and their evolving devices.<\/p>


<\/p>\n

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Potential pitfalls<\/h1>\n

There are also some potential pitfalls to avoid during your collaboration journey:<\/p>\n

Collaboration is a means, not the end. <\/strong>Mobile devices and tablets can be effective communication tools but are not the end game. Drive the utilization of these tools along with metrics on customer satisfaction, customer growth and profitability.<\/p>\n

Silos must be smashed. <\/strong>Tear down departmental barriers that encourage self-protecting behavior and hinder seamless, enterprise-wide customer-centric thinking.<\/p>\n

Think before you leap. <\/strong>Avoid devices and unproven technologies that pose infrastructure integration issues, lack enterprise capabilities, strain IT resources and raise maintenance costs.<\/p>\n

While the tools and technologies are an important conduit, customer-centric retailers must create a culture that nurtures teamwork and activities that foster unique cus\u00adtomer experience delivery.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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With consumers embracing social media and all things mobile, they now expect seamless, personalized and value-driven experiences whenever and wherever they shop.<\/p>\n","protected":false},"author":1,"featured_media":5264,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[24],"tags":[229,230,241,135,227,118,25,242,243,235,221,234,224,67,220,222,226,35,65,223,232,231,71,225,236,238,69,43,240,28,239,219,75,237,228,26,244,233],"class_list":["post-1953","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","tag-cloud-computing","tag-collaboration","tag-communication-tools","tag-corporate-social-networking","tag-customer-appreciation","tag-customer-centricity","tag-customer-experience","tag-customer-growth","tag-customer-profitability","tag-customer-service","tag-emerging-technologies","tag-employee-engagement","tag-empowered-associates","tag-empowered-consumers","tag-experience-nirvana","tag-home-depot","tag-knowledge-sharing","tag-loyalty","tag-microsoft","tag-mobile-devices","tag-neudesic","tag-pacific-sunwear","tag-personalized-customer-experience","tag-product-centric","tag-real-time-collaboration","tag-remote-managability","tag-seamless-shopping-experience","tag-security","tag-service-level-agreement","tag-shopping-experience","tag-sla","tag-social-media","tag-social-networking","tag-starbucks","tag-store-portals","tag-stores-magazine","tag-system-integration","tag-web-based-computing"],"yoast_head":"\nUnique Customer Experience is Retail's Holy Grail - 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