Customer Experience Management
Customer Experience Management brings together People, Products, Processes, and Technology in your organization to acquire & retain customers and enhance customer relationships, build customer loyalty and advocacy; and enable business growth.
Customer Experience Management is a 4 step process:
- Defining what customer wants, needs, and expects. Including the sentiments and how they impact customer decision-making.
- Designing touch-points in the customer journey from awareness, discovery, attraction, interaction, purchase, use, cultivation, and advocacy
- Delivering customer experience
- Developing consistency in execution
Digital transformation in retail
Digital Transformation: Innovate
- Have interactive screens and PODS. For example, you pick up a shoe and the screen, placed just above the display and in front of you, throws content related to the shoe you just picked up. Mirror digital screens are another innovative method of displaying interactive content. These screens look like mirrors, placed even in the washroom. Suddenly you see your own image in the mirror surrounded by advertising content.
Digital Transformation: Transform
- Beacon: use beacons to push personalized content (e.g. Zara offer) to customer mobile phones, when they are near the Zara showroom. Or display adverts on Zara on the single-touch screen when you are close to the Zara showroom.
- Mobile App: This could keep you connected with the mall before you enter or after you have left. Apps for way-finder. Apps for adverts. Apps for booking restaurants. Apps for ordering food from Food Court, even as you are shopping.
- Website: online selling, but delivery pick-up from mall could be another good mix of online and mall experience.
Digital Transformation: Improve
- Way-finder: use multi-touch screens to help visitors find their way around the mall. These screens can be a good touch-point to 'push content and monetize.
- Ambience of the mall: Apart from the multi-touch screens, also use single-touch screens to display ads, interactive content. Place screens in creative positions- vertical, horizontal, diagonal. Place them at vantage points e.g. as you move up the escalator or down.
- Use multi-frame content: use multi-frame content on the screens. Some content may be free, some chargeable to participating shops within the mall. Some portions of the screen maybe touch, some not.
- Video walls: video walls run videos that can be placed at vantage points e.g. bridge that connects two sides or sections of a mall. Entry/exit corridors. Parking lot.
- Digital office: and most importantly set up a digital office within the mall to run the IT setup for maintenance
The mall is no longer about shopping, but it is an extension of our social life. An integral part of communities, a place to hang out, socialize (and perhaps even shop). Malls as the only shopping destination have reached an inflection point. Worldwide malls are undergoing a sea-change in how they are addressing customer experience and not just shopping.
The key drivers and needs:
- Identify customer critical parameters to value
- Identify constraints (e.g. sourcing data from retailers) to creating & delivering value
- Identify pain points (e.g. E-commerce sites offer functionalities that assist & accelerate buying decisions) (e.g. buying online from the comfort of home)
- Identify trigger events (e.g. malls are slowly becoming an integral part of communities, playing an important part in people’s lives) (e.g. visitors are looking for experiences that go well beyond shopping)
DOT1 Solutions Private Limited