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The New Rules of Customer Engagement

Summary

The key to success in retail is understanding your client. Today, their demands are changing more quickly than ever before. Today’s digitally-savvy shoppers want to buy from businesses which not only understand their requirements but are flexible in meeting them. […]

The key to success in retail is understanding your client. Today, their demands are changing more quickly than ever before.

Today’s digitally-savvy shoppers want to buy from businesses which not only understand their requirements but are flexible in meeting them. Clients of all ages effortlessly glide between different stations and expect brands to provide consistently high levels of customer service across all of these.

A recent 2019 Freshworks report gathered data from clients of demographics and ages across six countries to learn what they expect from retailers. The study was very telling:

  • 67 percent of global consumers utilize three or more stations to engage with a new
  • 56 percent of clients have ceased doing business with a new because of a single negative experience like inconsistency between different stations.

Most retailers know of these evolving behaviors. Yet many don’t get the basics right concerning delivering a constant, frictionless experience.

The report identified the three fundamental pillars of modern customer support as:

  • Omni-channel advantage: ensuring that the experience is simple, easy and frictionless
  • Immediacy: allowing customers to have plenty of options at their fingertips with knowledgeable help/support content available, whenever they want it
  • Personalisation: tailoring the experience for different types of clients

If these three primary pillars are what your shoppers are searching for, how do you satisfy their requirements in the next 12 months and beyond?

Sources

https://www.connectpos.com/pos-transformation-in-physical-store-workflow/

https://www.connectpos.com/pricing-options-for-different-pos-systems/

 

Omni-channel convenience

Having an omni–station presence proves to your client that you respect their personal purchasing needs. If your brand can exceed their expectations, then you are going to win their trust. 60 percent of Australian clients prefer brands that serve them across multiple channels.

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The significance of multi-channel touchpoints extends beyond customer service. You have to make sure all your offers and advertising initiatives apply across different stations. Take for instance, gift vouchers / cards. Customers frequently miss the chance to invest their gift voucher, because of lack of flexibility on where, or how to invest it. By incorporate your processes and systems you can guarantee customers can buy and redeem omni-channel gift vouchers online and in-store.

Immediate help on hand

When clients visit your physical places, ensuring that your employees can engage together everywhere in-store and can access information about clients and product recommendations is very important. A mobile Point of Sale system plays a vital role here.

In regards to your own eCommerce store, live chat is quickly emerging as a preferred method of participation and real time aid for customers globally. While email (36 percent ) and over-the-phone voice (29 percent ) will continue to be the two most preferred channels worldwide for support interactions, live chat (21 percent ) is about the rapid growth. The Freshworks report found that Australian clients prefer to look for a solution online : 76 percent of customers prefer to first attempt to fix problems on their own without telephone or email interaction.

Personalisation

Today’s consumer now expects brands to be aware of their needs, and tailor their messaging especially to their tastes. The Freshworks report’s findings identify that today’s customer mindset has changed from‘meet my needs’ to‘expect my needs’ — and this may be accomplished with targeted advertising and personalised email offers based off centralised, omni-channel retail CRM data. Clients are now happy to talk about their details and essential data to boost personalisation.

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Personalisation also extends to customer service, also. The Freshworks study found that Australian customers found’having to repeat myself over and over’ as their number one frustration. By having a powerful, integrated omni-channel retail CRM system which lets you capture past touchpoints and crucial profile data, it is possible to prevent these scenarios — fuelling your employees and automated processes with invaluable information to allow personalisation.

References

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