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Forget Everything You Know About Bricks and Clicks


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: 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.

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Forget Everything You Know About Bricks and Clicks

  1. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 13. Copyright © 2017 Tata Consultancy Services Limited Contact a Consultant Download the Article Forget Everything You Know About Bricks and Clicks