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ecommerce and multi-channel
strategies will improve the
performance of your business.

CRM & Multi-channel customer experience

Written for Foviance and published in their new Customer Experience Report.

The analogy I tend to use when talking about the ultimate customer experience is the green grocer of old - when you walked into their store, not only did they know your likes and dislikes but they pulled out something ‘special’ from under the counter that they had saved just for you!

Well many businesses talk about how important customer service is but I am yet to discover anyone who can treat me as the “grocer” in my example did. The problem is that we all tend to operate off archaic and ancient ‘systems’ which means our data sits across many different areas in a business and only parts of it are ever joined-up. While all CEOs, MDs and senior manager today preach about the importance of customer experience not many of them are willing to invest in the people and technology that can deliver simple best in class individualised service.

What’s more half of the ‘chiefs’ in modern day business don’t actually have a clue what customer experience is all about - albeit they think they know! For the sceptics out there - ask your senior team when the last time they stood (or took a seat in the case of a call centre) and actually interacted with real customers - one on one - for a day or two...and their excuse (or probably their PAs on their behalf) - “I am far too busy doing important stuff like running the business...”.

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Having a four point plan

eCommerce, the web, the internet, the online channel, mobile, Google, web 1.0 and now social....

It is little wonder the senior people of todays' businesses don't quite know where to start when facing the digital evolution and those that do sometimes get it so wrong! 

To help demystify all of this and make everything much simpler my suggestion is you just need to adopt the four point plan.  Develop your strategy around four key activities - customer acquisition, customer retention, customer conversion and performance optimisation and it becomes very simple... 

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