Enhancing the customer experience starts with a unified omnichannel retail strategy that integrates all online and offline retail customer touchpoints and promotional channels. Successful strategies can dramatically improve customer retention and increase customer engagement and spending.
Personalization and hyper-personalization requires data collection and processing at scale. The first step is to define your ideal retail customer experience and work back from there, gathering metrics for outcomes like customer satisfaction, confidence, and trust.
Of course, automation is a key part of enhancing the customer experience in retail, which can deliver personalized customer interactions. Because customers expect their interactions to show that the brand personally knows them throughout their journey, it is imperative that retailers adopt a cross-channel approach to sales, marketing and customer service.
Artificial intelligence (AI) tools provide contextual intelligence that can personalize discounts and promotions, as well as automatically make suggestions based on past actions. For example, you can send a customized alert to a customer encouraging them to purchase a product that is complementary to one of their previous purchases or recommend new products that match their purchase history or preference profile.
AI can also conduct sentiment analysis to prioritize messages. An angry or urgent email, text or social post can be singled out and escalated for higher priority, turning an unhappy customer into a happy one because their concerns were taken seriously and promptly addressed.
It's also important to develop a well-defined Return on Experience (ROE) measurement strategy. By measuring customer satisfaction (using surveys), customer response rates, first contact resolutions, store visit metrics, cross-sell rates, word-of-mouth recommendations and other metrics, you can gauge what is working and what is not.
In short, you should aim to identify the points where the retail customer experience measurably impacts customer satisfaction.