Over recent years, the development of and focus upon the customer experience within the retail sector has grown at a phenomenal rate. Store refresh and layout, in-store technology and specific staff retraining are all regular features now found in “walk-in” retail outlets and service providers; the explosion of ecommerce has driven similar advances for web purchase, with a plethora of virtualisation tools, innovative site designs and payment methods providing a seamless, customer-driven environment to tempt consumers.
Understanding the reasons for this focus isn’t rocket science – today’s consumers, whether in the market for a sofa, a holiday or a washing machine repair service – are a significantly different proposition to previous generations. More savvy, and empowered by the advent of omnichannel availability, customers demand more than a set product or service at the lowest price; interaction, personalisation and extreme service levels are now a basic requirement to ensure consumers part with their hard-earned cash.
This determination to provide a tremendous experience, and the subsequent benefits of repeat business and positive feedback in the social media arenas, often closes naturally for retailers, professionals and service providers who see their customers happily walking away with the relevant purchase or service having been provided. However, for organisations providing the completion of the customer experience at another time (at-home delivery, future date services or non-tangible goods for example), the work to guarantee satisfaction is not complete. “The sale isn’t complete until the paperwork is done” states the old mantra – therefore neither is the service provision alongside it.
Technological advances have arguably fuelled these “new” requirements, and happily the same developments in devices, platforms, systems and connection can solve them. Time slots for the fulfilment of orders (again across a multitude of industries: white goods deliveries, your car’s tyre being replaced, a contract to replenish stationery for your business) are becoming prevalent, with customers having the power to arrange, track and amend their orders via any channel they see fit. The media available with which to communicate with customers is huge – certain organisations provide SMS messages from which end customers can visit a portal to arrange their own delivery date after discussion with their work diaries and other household members. Accurate stock tracking, order management and resource maintenance ensure that fulfilment promises to customers can be met; things do sometimes go wrong, interestingly some customers feel more valued having received outstanding service when an organisation is able to proactively manage issues professionally, in a more rapid timescale than originally anticipated by the customer. Customer feedback and confirmation – typically found extensively in service surveys and on-site capture alongside mobile proof of delivery – ensures a final platform for the customer’s opinions is available and boosts further business and marketing opportunities.
But… technological advances cost, don’t they? Platform upgrades, new devices, and software implementation are all costs which have to be met by the organisation. Again though, the explosive progress which has changed the retail landscape can also mitigate costs with intelligent use. Customers dating their own orders, often choosing from a range of dates which are logistically efficient for the company fulfilling the order, provide flexibility for the customer whilst simultaneously improving first-time delivery success rates (examples include a 2% increase), and a reduction in call volume both into and from contact centres (typical implementations show that around half of customers choose to use the “self-date” method). The use of specific, intelligent platforms hold a raft of advantages including huge savings in administration time and central control of workforces and fleets to determine progress and future planning; routing solutions available increase productivity and bottom line, whilst boosting fuel efficiency and green credentials. These platforms, solutions and applications are typically serviced using web server access, with SaaS models allowing low or absent installation costs and on-going expenses outweighed by business benefits received. Off-site data capture can be completed with tablet and smartphone devices, and real-time upload leads to better forecasting and quicker invoicing.
Getting a product or service to the customer post-purchase in full, on time, and with all the bits still on will always be challenging; luckily, the vibrant technological community in the UK can continue to ensure that the dramatic advances which are demanding more from the retail sector can also provide the relevant answers.
