Your Customers Want Truly Omnichannel CRM
In a recent Retail TouchPoints piece on the fact that customer experience still matters for retail, David Clarke, PwC observes that “finding the ‘sweet spot’ — where technology complements the human element of customer experience without creating new frustrations — is how retailers will win loyalty.”
Or to put it briefly, your customers want to experience truly omnichannel customer relationship management.
All the factors of customer relationship with your retail business are multiplied by the number of channels you operate on. Clarke’s recommendation is that retailers should not only focus on their digital tools but also on the connections their customer experience. You need to make meaningful connections in order to stand out to digitally savvy customers. You also need to get the basics of retail right by providing a fast, convenient, consistent, friendly experience to all your customers.
Use Your Technology To Connect Across Your Channels
Your customers often are not isolating their interaction with your business to one channel. Many people will browse on their smartphone, looking up reviews and finding answers to questions about the product they are looking at in the store. Since retailers can no longer afford to treat mobile, online, and brick & mortar as separate entities, you need to use an integrated approach to your customer relationship management. This makes your ability to connect with your customer as flexible as your customer’s preferences.
Use Your Technology To Deliver Consistent Service
Shoppers like to get the things they are buying quickly. They like to know that items ordered online will meet their expectations. They like to be offered promotions on the items they are interested in. They like those promotions to be usable in the channel they prefer to use for purchase, even though they might browse in others.
Use Your Technology To Be Truly Omnichannel
The only way to accomplish this level of omnichannel CRM is to be truly integrated with your management of data. ChainDrive’s Web Order Fulfillment component is part of a completely integrated retail management software platform that does this for you. The integration is comprehensive because all your data is collected in real time and stored in a centralized database. You can offer a truly omnichannel experience to your customers because your business is truly omnichannel with ChainDrive.