Recently I had the pleasure of doing a series of presentations with Apple Canada on the topic of mobile-enabled customer service excellence. We discussed how retailers and others can use digitally-enabled tools and practices to enhance the customer and employee experience and create sustainable differentiation.
We explored why retailers need to evolve, and what they should consider in response. How they respond tactically will vary by retailer, but here’s some food for thought
Consumers are making their voices heard like never before. Here's what they're asking for:
Given these changing expectations, retailers must provide customers with solutions that address their well-defined needs:
We think that the way to address these needs is to bring disruption to the retail value chain. As consumers interact with retailers, many incremental steps add value to or subtract value from the experience. Disruption is about increasing the ratio of value-adding elements throughout the path to purchase.
We propose that there are three possible strategic choices when creating disruption to drive value
These options provide an initial framework. Each retailer needs to tailor its response with an approach that is anchored in its own unique brand promise. Couple this with investments in the business processes and enabling technology to create strategic differentiation, and retailers will open a host of new ways to address changing customer expectations.