Are your customers' experiences profoundly remarkable?

CHIP BELL | August 14, 2018

article image
"What does emotional connection mean to you?" I asked a senior leader of a retail chain. I was expecting an insightful answer. "It means being helpful, courteous, and respectful to customers," he replied. I probed a bit further. "How is emotional connection different from plain, ordinary customer experience?" I got a speech about being treated like a person and not a like a number. He ended with: "We need to stop treating customers like consumers and started treating them like friends." He made it sound unique and new. Emotional connection in the customer experience game is a mere table stake, not an extra or a value-add. It is the rule, not the exception. The absence of an emotional connection is the definition of a poor customer experience. There was a time when boarding an elevator in a retail store was a customer experience. A nice person sat in the corner on a stool, operated the elevator, and announced the departments on a particular floor when the doors opened. Then it became completely self-service and ceased to be an experience, unless you count as experience entering a retail store with free air to breathe. If emotional connection is the bare minimum, what creates distinction and differentiation? A profoundly remarkable emotional connection.

Spotlight

Handmade Artists' Shop

Promote each other’s works, with free advertising of online shops on the forum and through online programs like Twitter and Blogging. While there are no fees or dues to be a Forum Member, we ask that in exchange for advertising your work, you participate in the discussions in a positive and friendly manner. Friends are made fast and easily here.

OTHER ARTICLES

COVID-19 will bring lasting innovation to retail

Article | April 21, 2020

To say these are interesting times for the retail sector would be an understatement. COVID-19 has created a dichotomy the likes of which we've never seen before. On the one hand, a large percentage of retailers have closed up shop temporarily either in response to regulatory mandates, or due to dwindling customer foot-traffic. And on the other hand, a number of retailers remain open for business and under great strain as nearly all remaining retail traffic is funneled to grocery stores, pharmacies, hardware stores and big-box retailers considered to be essential in the eyes of regulators.

Read More

Next website overwhelmed after re-opening online trading

Article | April 14, 2020

Next returned to selling clothes online this morning after the fashion retailer put extra safety measures in place to ensure warehouse staff can work safely during the pandemic. However, by 9am the website had closed again, with the high street giant saying it had already received all the orders it could process for the day – but it would return tomorrow. Next had initially closed its online operations in late March amid the coronavirus crisis, in response to criticism from staff who felt unsafe at work.

Read More

How AI is changing the face of modern web design for retailers

Article | April 15, 2020

Consumers take just 50 milliseconds to decide whether your website is worth staying on. It's therefore important for websites to be of high-quality in order to make sales. For online retailers, items need to be presented in an enticing way that convinces customers to buy. Web design plays an important role in this. While a website needs to appeal aesthetically, it also needs to provide a simple user experience from landing on the page through to purchase.

Read More

The Retail Industry and the Persistent Digital Threat Landscape

Article | March 17, 2020

In today’s age of digital transformation, retailers have changed the ways in which they interact and engage with consumers — starting with online shopping and e-commerce experience. In order for retail organizations to remain competitive, an omnichannel experience is critical, and with that, retail organizations are relying heavily on websites, mobile apps, online marketplaces, and social media to promote products, sell goods and even provide customer service. As competition to acquire and retain customers continues to increase, many retailers are also expanding their efforts to include social media and digital advertising platforms to enter new markets, generate awareness, and connect with potential customers. However, retailers aren’t the only ones that are targeting the opportunities online and digital platforms offer. Cybercriminals also recognize the opportunities that online platforms represent for retailers, and are seeking to exploit their market share and revenue potential.

Read More

Spotlight

Handmade Artists' Shop

Promote each other’s works, with free advertising of online shops on the forum and through online programs like Twitter and Blogging. While there are no fees or dues to be a Forum Member, we ask that in exchange for advertising your work, you participate in the discussions in a positive and friendly manner. Friends are made fast and easily here.

Events