How Much is Too Much When Delivering an Outstanding Customer Experience?

The first thought every retailer should have is: how do I create an outstanding customer experience today? Understanding how consumers interact with a brand from the beginning through culmination separates the retail leaders from the followers. Creating a complete picture of customer touch points – showing up in an online search to purchase to referring friends – informs the retailer.

There are numerous opportunities for retailers to up their game. For example, consumers spend countless hours rifling through Sunday circulars, online fliers and coupon sites in search of deals. Retailers can be proactive and minimize search time by alerting customers when their favorite items are on sale. While they’re at it, the retailer could send a coupon – a further incentive to get customers in the store.

In addition to saving time, the retailer has an opportunity to create a stronger connection with their customer. All retailers know that a happy customer shops more often, spends more money and is willing to share their positive encounters. As consumers become more comfortable sharing personal information, retailers will be able to fully embrace their customers and deliver an outstanding customer experience consumers are waiting for.

One way to accomplish a deeper customer bond is through the use of preference center. A capability designed to give customers more control over their shopping experience and provide retailers the ability to deliver meaningful messages to their customers. Customers should be able to decide when and which channel to receive messages. And, retailers can send personalized messages to their customers. Messages such as “Dan, your Rx is ready for pickup at 123 7^th Ave store in NYC” or “Stephanie, Brand milk and salmon are on sale this week.” The hassle of constantly checking-in to see if an order is done or the frustration of getting home after a morning of errands to learn something is ready for pick-up is eliminated.

Bottom line: those retailers willing to go the distance and invest in technology that improves the customer experience, will rightfully earn their customer’s loyalty.