The document discusses how traceability, defined as the ability to verify the history or location of an item, can enhance customer experience (CX) by improving access to information and creating meaningful connections. It highlights examples from various industries, such as food sourcing and supply chain visibility, showcasing the benefits for both customers and businesses, including increased trust and engagement. Ultimately, it emphasizes the importance of leveraging traceability to meet evolving customer expectations and optimize business processes.

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IMPROVING CX
THROUGH TRACEABILITY

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Hi! Nice to (virtually) meet you.
Jenny Holman
VP, Account Director
jenny@clockwork.com
I’m Jenny. I lead an interdisciplinary clients and a team of technicians through
digital strategy, execution, and analysis. After working with a client on a
traceability site update, I saw so much potential for the technology. I put some
ideas and examples down on “paper”. Share any other ideas you have in the
comments section!

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What is it?
Traceability is the ability to “verify the history,
location, or application of an item by means
of documented recorded identification.”
It has been associated with food sourcing & sustainability practices for
while, but with the depth and breadth of technology now, it
can strategically improve your customer experience (CX).

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Traceability and your CX
Considering the full duration of your customers’
experience by intentionally designing
touchpoints and delivering information that
they care about when it’s helpful and useful.
By proactively making information accessible and offering them something of
value to them, you can cultivate a deeper connection with your customers.

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A Classic Food Example
This month, our client, GNP Company™ and their
Just BARE® brand of chicken, launched a new
traceability experience. It allows their customers
to enter a simple code found on-pack to find out
where their chicken was raised and meet a few of
the Just BARE family farmers.

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The immediate benefits
For their customers:
They got concrete
information about their
purchase
For their Company:
They differentiated
themselves in a competitive
market
And these are just the
immediate benefits. The long-
term ones are even more
substantial, like customers
trusting the company more and
the company being a leader in
transparency.

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Enliven B2B
relationships and
experiences
How to think about traceability
Traceability technology can:
Enhance retail and
e-commerce experiences
Make manufacturing or
product fulfillment
experiences more
meaningful

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With every transaction, there are a sequence of
events. Elevate the ones that are meaningful to
your customers and think about how to apply
transparency. Greater access to information
and carefully planned interactions earns
loyalty and confidence.

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Industry example: Logistics and Business to business (B2B)
Application: supply chain visibility
Description: Data is aggregated from the full, extended supply chain to create
a new level of visibility for everyone involved.
Benefit: Key Performance Indicators (KPIs) can be monitored, measured, and
analyzed to identify opportunities for improvements and optimizations.

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Industry example: Consumer Packaged Goods
Application: brand accountability
Description: Touchpoints allow customers to see the origin, history, or
story of an item they purchased.
Benefit: The company can tell their story and build trust with their
customers.

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Industry example: Business to Consumer (B2C)
Application: Product lifecycle assessment
Description: Individual components of an item are tracked. Consumers are alerted
about maintenance or replacement recommendations.
Benefit: Customers get a value-add to a product they are already purchasing and
the company has an additional (and helpful!) reason to get in touch with the
customer down the line.

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Ultimately, traceability can improve the
connection customers have with an organization
and increase business insights within that
organization. In every case, it’s putting the power
of information into people’s hands — and quickly.

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As customer expectations evolve in both the B2C and B2C spaces, organizations will have to
increasingly set higher and higher bars. Traceability can help:
Build trust — Verifying where and how products across sectors are sourced builds
confidence and demonstrates responsibility.
Increase transparency — It increases sight lines into your process and products.
Grow engagement — It creates opportunities for your customers to engage with you around
information that benefits them.
Optimize — Businesses can implement traceability for internal process and to acquire
information about their products lifecycle, and learn from all that data.
What traceability gets you

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Things to ask yourself
If you’re wondering how traceability can
improve your business, outline the full range of
your business cycle. From where your product or
service starts to the very last moment your
customers engage with it. Then ask:

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Things to ask yourself
How can you improve
your business through
traceable data?
What data would help them
and how can we obtain it
and communicate it?
What are their pain points
and what information that
would help alleviate them?

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Then, you just have to make it all happen.

17. An interactive design and technology
agency based in Minneapolis.
www.clockwork.com
Thanks for reading through. If you have any
questions or comments, reach out to us! We’re
pretty nice people.
THANK YOU!