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Key Steps to a Seamless Retail Customer Experience

Bringing it all together – key steps to a seamless retail customer experience

What makes for a fantastic customer experience? If you asked your own customers this question, it’s quite likely that their answers would be fairly simple: just be available when I need you; let me deal with you using the channels that are most appropriate for me at the time; and make sure that you know enough about me so that you can solve my problems.

From a customer perspective these requirements seem perfectly reasonable, yet the implications for service providers are far more complex. With the explosion of customer touch points, retailers are struggling with providing consistency and joining up interactions, whether these are via a mobile app on a smart phone, the website, in store or via call centre. In fact in the UK, only 15% of contact centre agents are easily able to track customers across multiple channels and over half of customer service agents have to access five or more different systems to resolve a single customer request.

To enable an organisations to provide a rapid, personalised, contextualised response, retailers need to bring together Big Data from across their organisation in a simple way. Yet in a typical retail organisation this data resides on 15 different systems and agents must navigate their way through.

This paper looks at some of the key issues that are preventing retailers from delivering the kind of seamless experience that they know their customers are demanding. In it we outline a roadmap for customer service providers which doesn’t involve a largescale replacement of their current contact centre operations

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