Consumers today want retailers to meet and exceed their expectations and to add value to their lives, in a manner that is intuitive, effortless and flexible. To deliver on this expectation, companies need to understand how their customers move through the service and experience they provide, and to connect these steps into a customer journey.
To do this, retailers need to stay close to their customers, understand their behaviour, detect the key touchpoints on their journey and deliver on an unmet need or against an unrecognised barrier that exists.
UNDERSTAND ACTUALCUSTOMER JOURNEYSIN REAL-TIME
As ONE listens to customer interactions on all touchpoints, it provides a journey-based view of how customers interact with your brand. This journey visualisation is made available to enable any customer-facing member of staff, including the eCommerce team, to have real-time insight into their customer’s behaviour, giving better context at any point of customer interaction thus enabling a better level of service.
THE NEXT BESTCUSTOMER CONVERSATION
Imagine if you will a scenario where the eCommerce team can actually see an ‘open service ticket’ against a particular customer, but instead of ploughing on and issuing that customer with an irrelevant prompt to buy, ONE recognises this ‘open ticket’ and provides an update to the status of his ticket with an option to ‘chat’ with a service agent. The customer works with the agent via the chat function to resolve the problem. Once resolved, the agent makes the customer aware of a special discount on the product he showed an interest in.
LOYAL, HAPPY CUSTOMERSWITH INCREASED TRUSTIN THE RETAILER
This approach will result in customers feeling that the retailer understands them and won’t put them in pressure situations to purchase when they are not ready. Customer frustrations will be reduced as they would not have to repeat themselves. Conversations will continue seamlessly across all channels and devices building trust with their customers which is key to turning them into brand advocates.