What Retailers Can Learn About CX

Ally Feiam By Ally Feiam | 05 Sep 2019

Customer Experience (CX) is one of the most important parts of a customer’s journey when shopping online. Besides price and a good delivery timeframe, the journey from search to purchase can make or break a retailer’s reputation for existing and new customers.

At the Road to CX Success event, hosted by Retail Global, retailers were given the tools they need to improve overall CX, and how they can incorporate new tech to close the gap between retailer and consumer.

On the panel sat Rachel Tigel, the Senior E-Commerce Manager at Forever New, Jemima Miller, the Global E-commerce Manager at Heritage Brands, Chris Ristovski, the Founder and CEO of Subtrux and Phil Leahy, the Founder and CEO of Retail Global.

In the age of digital, customers have become somewhat conditioned to expect great CX. However, even though many retailers are lifting the game in terms of engagement, those that don’t leave a gap in the industry. “When a customer has a great customer experience, they expect the same across other companies,” explained Phil Leahy.

Everywhere retailers turn, there’s advice for approaching CX, but the answer isn’t as complicated as most may think. “Be real,” said Jemima Miller. “Have a one-to-one conversation with customers. If you don’t have customers, you don’t have a brand. At the end of the day, customers want you to listen to them.”

Is it More Profitable to Invest in Tech or People?

As with all emerging technology, the age-old question arises: will this tech take away our jobs? Is it still essential to pull focus on people, rather than just technology and data? And if retailers are given the option, which should they choose? “People, supported by tech,” said Ms Miller. “If we sit on 99 per cent data and no one is touching it, what’s the point?” In agreeance, Chris Ristovski said that people were the most critical place to pull focus.

Technology isn’t going anywhere – in fact, it’s dominating the world we live in. Fundamentally, things like AI, AR and RPA will help the way we work. However, we still have to pull focus on the customer. “Put the people and customers first; they’ve got to be number one,” explained Mr Leahy.

What CX Tips Can We Learn from Others?

Not only is it important to stay on top of the latest trends, but it’s also imperative that you know when to use them and when to let things slide. The best way to learn about how your company can improve its CX is by “gaging CX with other e-commerce retailers,” explained Ms Miller. “Look at the reputation of that company; the feedback of the tech.”

“Imagine someone going to a store to collect an item that they ordered online. When the customer asks for the product, the sales assistant turns around to pick up the item off a shelf. As soon as the assistant takes their eye off the customer, the satisfaction drops twenty per cent,” explained Mr Leahy. Every interaction, albeit the smallest things, like looking customers in the eyes, can influence the way the consumer reviews and understands the brand.

At the end of the day, in order to succeed as a retail business, it’s not all about the tech you use, it’s about putting the customer first. Without them, there would be no brand.

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