Customer Experience Strategy (Part 2): 6 Steps to Happier Customers, Higher Revenues

Posted on August 10, 2016 by Nanette BrownComments

 

Last week, we wrote about building an effective customer experience strategy. This week, we tackle the hard part: execution.

To do it well, you need to understand who you are as a brand. Build a culture, and design a customer experience, around your brand personality and values.

From there, you need to know where you stand, where you’d like to be, and how to achieve your ideal. Not assume, not guess, but know. Everything depends on how well you track your progress.

Here, we’ll walk you through the six steps to meaningful change.

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Topics: Mystery Shopping, Customer Experience, Customer Satisfaction, Brand Experience, Retail, Customer Service, Customer Engagement, Training, Employee Engagement

Customer Experience Strategy: What to Include, and What to Avoid

Posted on August 3, 2016 by Kevin LeiferComments

  

If you’re serious about competing to win in retail, then you’re undoubtedly:

  • Focused on your customers (vs. quarterly numbers).
  • Invested in creating a unique brand experience.
  • Committed to ensuring your customer experience strategy serves as an effective guide for all your teams and executes like a dream.

Reread that last bullet. Ask yourself: Does our CX strategy meet these standards?

Many retailers assume their customer experience strategy is airtight. In reality, there may be costly gaps or missteps undermining their entire effort—and killing their chances of achieving significant revenue growth.

To avoid a similar fate, you need to know what to look for (and what to avoid) during the strategic planning process. These five areas, in particular, require careful consideration.

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Topics: Customer Experience, Omnichannel, Brand Experience, Retail, Customer Service, Customer Engagement

4 C-Level Obstacles to Your Customer Experience Goals (and How to Overcome Them)

Posted on July 27, 2016 by Nanette BrownComments

 

If you’re struggling to meet your customer experience goals, you might assume the problem lies at the departmental, regional, or store level.

But more often than not, the problem originates in the C-suite.

It’s not for a lack of strategic planning. Most retailers understand the issues they face. They stay focused on their preferred KPIs. They set multiyear targets. Yet they can’t seem to get anywhere.

So what’s holding these retailers back?

Here are four of the most common obstacles we’ve encountered.

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Topics: Customer Experience, Brand Experience, Retail, Customer Engagement

We Hold These (Retail) Truths to Be Self-Evident

Posted on July 20, 2016 by Kevin LeiferComments

 

Over the years, we’ve worked with all types of retail organizations. And we’ve gotten to know them well.

We’ve met the individuals who embody the brand promise.

We’ve encountered the typical roadblocks to improvement (i.e., a culture or infrastructure that’s resistant to change).

And we’ve seen internal progress radiate outward and reenergize the brand-customer relationship.

Of course, every company is unique. Considerations and challenges vary widely from one category to the next. But all retailers have one thing in common: They’re bound by certain universal laws.

We consider these four to be among the most important.

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Topics: Customer Experience, Brand Experience, Retail, Customer Engagement, Training

7 Ways Brands Profit From Customer Experience Management Programs

Posted on July 13, 2016 by Nanette BrownComments

 

Why do leading brands manage their customer experience? Why the mystery shops, customer satisfaction surveys, and in-store customer interviews?

Forget “It’s nice to know how we’re doing.” These brands are laser-focused on the bottom line. They want to serve customers better so they can earn their loyalty and encourage them to spend more over time. When brands invest in gathering and analyzing customer experience data, they expect to see a significant return.

And believe me, they do.

Managing the customer experience has obvious benefits, of course. Customers know you care enough to ask for their feedback. And you can pinpoint sources of customer delight and dissatisfaction.

But there’s a lot more to it than that.

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Topics: Mystery Shopping, Customer Experience, Customer Satisfaction, Brand Experience, Customer Engagement

Why Your Omnichannel Experience Is Falling Short (and What to Do About It)

Posted on July 6, 2016 by Kevin LeiferComments

 

Before you can master the omnichannel experience, you need to measure it the right way. But many retailers aren’t. They’re relying on lagging indicators, like point-of-sale data and customer complaints, to gauge their performance.

This is no way to delight customers or distinguish brands!

It’s time to get out in front of this—to get definitive answers to these questions:

  • What is our typical customer experiencing across channels?
  • Are employees executing properly?
  • Is everything working as expected?
  • Are we making it easy?

 

There’s only one way to fully and accurately assess your omnichannel experience: You must map it and mystery shop it from start to finish.

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Topics: Mystery Shopping, Customer Experience, Omnichannel, Customer Engagement

Employee Engagement: Why You Need It, and How to Increase It

Posted on June 29, 2016 by Nanette BrownComments

 

 

Among the world’s leading brands, a top-down commitment to building and maintaining a customer-centric culture is priority one. But equally important is keeping an ear to the ground.

When was the last time you asked your employees for feedback?

Do you know how they feel about their jobs, the company as a whole, its policies and procedures, and its leadership?

Many retailers don’t realize how important this is. How cost effective it is. How helpful it is in getting a complete picture of the customer experience. And how much it matters to your associates on the front lines—the people you trust to represent your brand and to make your customers feel welcome, appreciated, and well served.

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Topics: Brand Experience, Customer Service, Customer Engagement, Employee Satisfaction, Employee Engagement

How a Leading Retailer Uses Mystery Shopping to Deliver an Exceptional Customer Experience

Posted on June 15, 2016 by Kevin LeiferComments

  

The Walking Company, a footwear retailer with 215+ locations nationally and brands such as ABEO, Dansko, Ecco and Ugg, is "The World’s Largest Specialty Retailer of Comfort Footwear".

It’s a product pitch with undeniable appeal. But according to Barry Weinstein, the company’s VP of Training, The Walking Company retail stores celebrate people, first and foremost.

This is why, in Barry’s view, managing the customer experience is such an important (and rewarding) investment. Not only is mystery shopping critical to measuring, studying, and improving the customer experience, but the program is “in direct line with” the company’s “core values.”

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Topics: Mystery Shopping, Customer Experience, Customer Engagement

Retail Customer Experience: How to Stop Competing Internally—and Start Competing to Win

Posted on June 8, 2016 by Nanette BrownComments

 

If managing the customer experience were easy, every customer would be delighted. Every brand would enjoy rock-star status. Chart-busting revenue growth would be the industry norm.

But we live in the real world, where the CX ideal and the sales-floor reality are often miles apart. As are brands’ and their customers’ perceptions. While 80% of companies claim to deliver superior customer service, only 8% of customers agree.

Even worse, only 1% of customers say they experience consistently good service. (Ouch.)

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Topics: Mystery Shopping, Customer Experience, Brand Experience, Services, In-Store Marketing, Retail, Customer Service, Customer Engagement

How to Survive (and Thrive) in the Age of Amazon

Posted on June 2, 2016 by Kevin LeiferComments

  

Three years after Amazon went online, and one year after it became a publicly traded company, Deep Impact (1998) premiered in theaters. The film depicted an E.L.E., or extinction-level event, befalling mankind. A huge meteor fell to earth and wreaked havoc. Many lives were destroyed.

Consider the parallels here.

Amazon’s explosion onto the scene has had a seismic impact on the retail industry. And the carnage continues, according to experts. The company is widely blamed for wiping out the dinosaurs (with chapter 11 filings continuing to mount) and for diminishing most of the brands that have managed to survive.

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Topics: Customer Experience, Omnichannel, In-Store Marketing, Customer Engagement

Guest Post: 5 Signs that you’re in a relationship with your retailer … or not

Posted on May 31, 2016 by Chris Petersen Ph.DComments

  

The most important "sale" made every day is building relationships

There is a classic phrase among my children that the relationship must be "real" when they post it on Facebook. Unfortunately, there is no Facebook for recording the status of retailer relationships with consumers. Far too many retailers blindly assume that they have a "relationship" with their customers. Times have changed. A traditional retailer loyalty card does not equal trust or a relationship. Today's omnichannel consumers have much higher expectations for personalized service before, during and after a purchase. Retailers would be well served to carefully analyze what consumers consider and value in a relationship.

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Topics: Customer Experience, Customer Engagement

Are You Ignoring the Greatest Revenue Driver in Retail?

Posted on May 25, 2016 by Nanette BrownComments

 

Here’s where many retailers are today:

  • They’re mired in the numbers.
  • They’re tightening their belts to maximize profits.
  • They’re using a variety of promotional tactics to boost traffic and conversions.

But all too often, when customers enter their stores, no one is available to help. The racks and shelves are in disarray. Customers are left alone, asked canned questions—Are you finding everything okay?—or bombarded with tone-deaf sales pitches. (We call this “retail assault.”)

The experience is worse than forgettable. Shoppers aren’t inspired to stick around or make additional purchases. In fact, many of them can’t wait to leave.

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Topics: Customer Experience, Customer Service, Customer Engagement

Marketing and Associate Training: The Yin and Yang of Customer Experience

Posted on May 4, 2016 by Kevin LeiferComments

 

Marketing and associate training are inextricably linked. They’re the yin and yang of customer experience.

Or at least they should be.

When you make a brand promise, you’re communicating values and priorities. You’re creating an expectation about what a relationship with your brand will entail. Consumers expect you to deliver 110 percent; they want to know your brand promise will hold across every channel, location, and experience.

It’s up to your associates—the human face of your brand—to deliver on your brand promise. They make shoppers feel welcome (or not), help them make better and larger purchases (or not), and give them a reason to come back (or drive them into the arms of your competitors).

If your in-store teams aren’t fully on board with your branding and marketing campaigns, all the hard work you’re doing to bring shoppers in the door will be for naught.

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Topics: Mystery Shopping, Customer Experience, Customer Service, Customer Engagement, Training

Moving from Reactive to Proactive Customer Experience

Posted on January 13, 2016 by Kevin LeiferComments

 

A reactive customer experience is the kind that manages customer reactions instead of customer expectations and needs. It’s an outdated approach that aims to mostly put out fires.

Businesses creating a reactive customer experience are usually businesses that believe that investing in experience is an extra cost they can do without. The problem is that when customers complain, it costs more. Here are some numbers that demonstrate why:

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Topics: Mystery Shopping, Customer Experience, Customer Satisfaction, Customer Service, Customer Engagement

Store Conditions vs. Customer Engagement: Are You Managing the Right Things?

Posted on January 6, 2016 by Nanette BrownComments

 

 

Store conditions are brand critical. Customers tend to notice them first.

  • The store is clean and tidy.
  • There are no maintenance issues.
  • Merchandise is presented in a fresh, appealing way.

From a retail management perspective, nothing is easier to see, verify, and control.

Perhaps that’s why store managers in every retail category tend to focus on the store environment. They emphasize it, question employees about it, and take stock of it on a daily basis.

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Topics: Mystery Shopping, Customer Experience, Customer Satisfaction, Brand Experience, Customer Engagement

Customer Experience Update