Customer experience management is the marketing team's responsibility for most retail companies. Many aspects of customer experience do fall in the marketer's realm of expertise, but in order to deliver truly exceptional customer experiences, you must look beyond the marketing department. It's imperative that the modern retailer looks at customer experience in omnichannel terms. To do so, you must go beyond the marketing team, implementing these five key requirements:
Steve Weber
As a retailer, you have one goal: growth. Many retailers turn to omnichannel to provide more opportunities for shoppers to purchase, but are challenged to offer a cohesive experience that brings them all together. Without the proper tools and insights, omnichannel selling is often a messy, time-consuming, overwhelming endeavor. Furthermore, if done poorly, it will yield the opposite of the desired result — i.e., unhappy customers and a diminishing bottom line.
