Reaching the Interactive Customer: Integrated Services for the Digital World


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Customers are asked a series of questions based on their lifestyle, diet, and goals.

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Once they have completed the set of questions, they are given a personalized recommendation of daily supplements to take while providing the option to adjust the quantity as they please. Numerous research studies show a strong correlation between employee experience and customer experience. In , expect to see an emphasis on brands deploying intranets and extranets , surveying employee satisfaction, introducing incentives, and more—especially in a customer service environment. By offering staff a tangible bonus in exchange for achieving positive results will help to boost customer retention.

While brands may or may not take this trend seriously in , employees will continue to expect better experiences inside and outside the office regardless. The best way to deliver a better experience to your employees is to create an employee experience portal, which is essentially an intranet system based on a decoupled headless architecture. This will enable your brand to deliver personalized messages to your employees across a multitude of devices which will help improve employee engagement.

Besides providing speedy responses, chatbots have been proven to be an amazing virtual assistant for businesses. They help to deliver product information to your customers when no human agents are available. And thanks to recent developments in AI technology, some chatbots can now hold an engaging conversation without being awkward.

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Sure, chatbots may not have the same level of trust or rapport as humans, but as long it is able to resolve customer queries as fast as possible, then customers are getting a good experience. Accenture is a notable example of a company taking advantage of chatbots.

They saw an improvement in employee satisfaction and productivity. Their chatbots were able to look after repetitive queries, giving staff more time to focus on more complex questions. For large retailers and CPG companies, it is either impossible or extremely costly to manually respond to customer queries through social messaging at such a grand scale without AI assistance. More importantly, the experience will likely be slow and clunky, damaging the customer experience even further.

Since speed is now the determining factor of how a consumer perceives a brand, chatbots are being drafted in to support and sometimes even replace customer service teams. Luckily, there are plenty of chatbot builders that allow non-techs to create their own chatbots with little or no technical expertise. Chatbot builders like Activechat.

Many chatbot builders come with AI and machine learning technologies to help brands automatically deliver the most appropriate response based on the analysis of user intent and emotion. More brands will make use of online training portals in an effort to streamline staff training and make effective use of resources. This is crucial since, in the past, the process of educating staff required lengthy meetings or training days, taking staff away from their desk and sacrificing productivity as a result.

And thanks to collaboration tools now becoming increasingly a part of daily operations, managers can deliver training on the go. Staff are able to get more up-to-date information so they can provide a better experience as a result. Employee experience platforms can also act as a central hub to hold all your staff training documentation.

Interactive Virtual Sales & Service - Digital Marketing ROI

And with it being an online platform that can reach out to multiple devices, you can incorporate rich media files such as video, audio, or other interactive content that will improve employee engagement. And thanks to the headless API architecture of employee experience, you can integrate collaboration tools, like Teamflow, as well as marketing automation, so your staff can access all their tools in one place.

International luxury fashion brand Coach built an intranet portal , called Coachweb, to enable a faster, streamlined, and efficient way for their headquarters to communicate and coordinate with their stores located across the globe. The intranet system allows Coach to eliminate incorrect internal information and improve their document search. Coachweb can be accessed through desktop, smartphones, and tablets. Platforms like Facebook, Instagram, and Twitter provide brands with an invaluable platform to foster good relations with their consumers.

With legislation like GDPR now in full swing, consumers—not to mention governmental bodies—are ever ready to pounce on secrecy, poor form, or outright illegality. Brands that make mistakes in would be wise to own up and make amends as soon as possible to avoid a backlash. In the wake of GDPR and similar laws—not to mention large-scale data breaches across the globe—consumers will be valuing safety and transparency more than ever. Additionally, when it comes to marketing, brands should always strive for transparency.

Marketing and Advertising Report. IoT facilitates a new way of sales dialogue and service. Splitting the store into zones to automatically capture merchandise movements via ceiling readers is already here, as is the analysis of real-time data to optimise the presentation of merchandise and fulfill in-store KPIs. Smart fitting rooms, as an essential link to other omni-channel services, are already being used by some innovative retailers.

More exact planning tools are underway and predictive analytics is the future. No, but store staff will need to adapt to a new role. Their job and sales advice will be digitally supported. Customers will be able to act in an independent manner using their smartphone e. If the customer wants sales advice, though, store staff will be there for service and support. After reading the latest post by fashion-blogger Andy Torres, Mia, 17, believes she urgently needs a new pair of jeans. Together with two girlfriends and — of course — her smartphone, Mia starts her shopping trip.

It does not take long until the first beacon pops up on her smartphone to lure her into a store and direct her to the promotion. The jeans are super-trendy and the right size is available too. Mia takes them to the fitting room to try them on right away.

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In the meantime, her girlfriends are chilling while watching video clips of fashion shows until they hear Mia cry out. Well, what other jeans styles are there? Touch, browse, swipe, click. All three of them find that totally hip, and furthermore, Mia does not have to get dressed again and dig through the whole jeans assortment on the shelves herself. She finds all the articles right here in the fitting room.

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A bit like a virtual, endless shelf. Whilst waiting, Mia is checking out various shirts, belts and bags — all from the current collection. Wow, Mia found a sweater she likes very much. And in what colour?

REACHING THE INTERACTIVE CUSTOMER: INTEGRATED SERVICES FOR THE DIGITAL WORLD (PB)

However, it is only available in the web shop. Five pieces are left and Mia is considering getting the bag too via the in-store ordering service, offered directly here on the screen in the fitting room. Most people in sales, marketing, IT and logistics departments at the headquarters of any fashion brands would agree that providing a consistent positive customer experience is only possible through digital change in the store and throughout the entire supply chain in order to boost sales and let customers relate with the brand.

Using the Internet-of-Things IoT in the store, digital intelligence is provided on the sales floor. So called smart objects — i. For instance, which zones in the store are highly frequented, and which are less popular? What articles are often tried-on, but rarely bought? Key Performance Indicators KPIs generated in the store — such as conversion rates in the fitting room, or dwell time of articles on the sales floor — reveal a lot of information about customer behaviour and offer the potential for improvements in customer service. A transparent article management process provides information on the availability of sought-after items in the fitting room, in the store, as well as in the web shop.

At the same time, cross-selling opportunities can be actively pursued and, in case of critical minimum quantities of items on the sales floor, notifications are sent for timely replenishment. In the background, IoT-based services do their magic. Mia had a great shopping experience and is happy with her purchase. She gives the store the best rating and shares her purchase via smartphone immediately.

She will definitely come back again. In fashion retail, still more than 80 percent of the total revenue is made in brick-and-mortar stores, and only 20 percent from online retailing 1. Despite this fact, reports about consumer behaviour and how they interact with the merchandise are mainly focused on web shops and most resellers do not have in-store KPIs to give them valuable insights into their store business.

How fashion retailers might counter this analytical imbalance between online and offline retailing. You can disable these cookies in your browser settings but if you do the site may not work as intended. Cancel Save. This site uses cookies in order to enhance your online experience.

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Reaching the Interactive Customer: Integrated Services for the Digital World
Reaching the Interactive Customer: Integrated Services for the Digital World
Reaching the Interactive Customer: Integrated Services for the Digital World
Reaching the Interactive Customer: Integrated Services for the Digital World
Reaching the Interactive Customer: Integrated Services for the Digital World
Reaching the Interactive Customer: Integrated Services for the Digital World
Reaching the Interactive Customer: Integrated Services for the Digital World
Reaching the Interactive Customer: Integrated Services for the Digital World

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