Thursday, 24 November 2011

Customer Experience - The CEO's Perspective

It was interesting to hear John Browett, CEO of Dixons, this morning on Radio 5.

He talked about the importance of customer experience in the decision making process and as this was the theme of my presentation at the idio Content Marketing Breakfast yesterday, I thought I'd say just a few words.

Mr. Browett is spot on when he suggests that the customer experience is key when choosing ,in particular, expensive items such as laptops, camcorders, televisions etc. We are often attracted by the low prices we can get on the web, but really want to have a play with the gaming console first, or see the quality of the TV picture in real life. So obviously experiencing the Product is important as well as Price.

And so is the retailers high street or retail park shop. When we go there to 'trial' the product, we don't really want to be bombarded with sales patter but do what expert, unbiased help when we ask for it. 

Now if I find the right Product in the right Place at the right Price, I'm going to buy. But I might still be tempted to go away and do a bit more research and check out the price again before maybe buying on line. Mr Browett said this morning that about 16% of their sales are online. But I wonder how many of those sales follwoed that customer journey of

Research - Store Visit - Further Research and Price Validation - Buy Online

And actually how many of those at the end of the day went on to buy elsewhere online because of price or advice given from another retailer.

A recent post of mine talked about this example from Best Buy on how they have been trying to continue the conversation / relationship / connection / sales cycle once the potential customer leaves the store. Email address captured and the information researched in store is sent on- hopefully immediately!

Of course, the potential customer then might also want further 'Tecchie' advice.  And sorry to mention Best Buy again but this is exactly what Twelpforce is all about..

I know that Debenhams tried The Spectacular Twitter Experiment where Tweeting in store for help would result in a Twitter Assistant turning up if required - but I'm not sure where that went.

Anyway, I digress a little.

What we are seeing is some retailers really understanding that it is the whole customer experience that really matters. And that to me is what CRM is all about. Creating Brand Worlds ( yes I know I mention the Brand word when talking about CRM ) that are focussed on the 4, 5 or 7 Ps of Marketing. Remember those?

The original 4 being Product, Price, Promotion, Place.

Good CRM is about putting the customer at the centre of these and creating relevant, engaging and rewarding experiences for them

Want to know more? come see me present at Emerce Connect in Amsterdam December 13th or get in touch -

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