: Customers only do business with bricks-and-mortar companies if those companies offer a unique, value-laden CX. So how do executives break out of their industry pack and totally rethink the customer experience? The key is focusing on the outcomes that customers desire in doing business with you.

1. October 2017
Forget Everything You Know
About Bricks and Clicks
David Nelson
Engagement Partner, Consulting & Service Integration
Jim Walb
Managing Partner, BFS, Consulting & Service Integration

2. Bricks & Clicks: The Next Big Thing
Customer experience (CX)
today is more than a mix
of bricks and clicks
Benchmarking against
existing competitors is not
useful in the new age
Customers today seek a
superlative CX that is
outcome focused

3. Here are four truths that will help you create a better CX:
Delivering a Superlative CX
Recognize that different
customer segments seek
different experiences
Offer a unique, value-laden CX
to retain customers at your
physical stores
Optimize your customers’
purchase journey as far
as possible
Improve CX continuously to
meet your customer’s
evolving expectations

4. What Will Transform Your CX?
1. Map CX for the Organization
2. Focus on Experiences and Feelings
3. Look Outside Your Sector
4. Chart Key Metrics Affecting CX
5. Manage CX Holistically
6. Monitor CX Hot Spots
7. Keep A Tab on the Influencers

5. 1. Map CX for the Organization
Understand the role and
fit of CX within the
company
Recognize where CX
helps differentiate from
the competition
Ensure management is
aligned with how you
pursue and prioritize CX

6. 2. Focus on Experiences and Feelings
Have a customer’s share
of heart before you get a
share of their wallet
Develop experiences
across touch-points to
upgrade the CX
Improve the feelings
associated with the
offerings to transform CX

7. 3. Look Outside Your Sector
Innovations and
technology applications
are not limited by sectors
Study the alternate industry
segments – if you’re a B2B
company, study what B2C
companies do, and vice-
versa
Seek inspiration from
different industries to
improve your CX

8. 4. Chart Key Metrics Affecting CX
CX can be measured in
many ways and there are
no set benchmarks
Define a set of metrics
that you would like to
measure at the outset
Establish baselines and
improve on those metrics
once they’re defined

9. 5. Manage CX Holistically
Product, pricing, and
promotion, all have
significant impact on CX
CX is determined by various
factors other than customer-
facing operations
Align performance
objectives in functions
throughout the organization

10. 6. Monitor CX Hot Spots
Some business
interactions might be
relatively more prone
to negative CX
Review those
interactions constantly
to spot problems when
they arise
Resolve issues
identified to maintain
and improve the CX

11. 7. Keep A Tab on the Influencers
In today’s digital
world, customer
feedback can make or
break a brand
Hone your listening
skills to react quickly
and guard your
reputation
Identify and follow
your top-customers
and industry
influencers

12. It’s Time for CX Excellence
Differentiate business outcomes
to boost the value you provide
Look outside your industry to
find path-breaking CX ideas
Move quickly to seize
opportunities to become a
frontrunner in the CX race

13. Copyright © 2017 Tata Consultancy Services Limited
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Forget Everything You Know
About Bricks and Clicks