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This is the third of a three-part series of articles written by BrainTrust member Lisa Taylor, Director of Retail Consulting at Thought Provoking Consulting, about topics discussed during her time at eTail Boston 2023.
eTail Boston 2023 offered a captivating journey into the dynamic world of retail, where industry experts generously shared their insights and experiences. The event's main theme this year revolved around the art of cultivating personalized customer relationships in an omnichannel landscape, shedding light on the strategies retailers employ to truly understand their customers, cater to their needs, and foster enduring loyalty while increasing sales.
I like to think of optimized omnichannel functioning as a symphony, where each channel plays a distinctive role, working harmoniously to deliver a consistent and memorable brand experience for the customer. In order to deliver on this experience, internal teams need to work together in a similar manner. Departments need to break down silos and collaborate with one another — otherwise, the external experience will be disjointed.
I recently had an omnichannel experience where the company clearly had many internal silos in place, which highlighted a need for internal collaboration and integration. It all began auspiciously with a smooth app-based purchase of two products, including delivery and installation. I received confirmation as well as a reminder the day prior to delivery via text. On the day of delivery, a phone call confirmed they were just 30 minutes away. Pretty seamless, right?
The harmony began to unravel when the delivery and installation team arrived. They thought they didn't need to install my product, so I had to get the app out and show them that I'd paid for that service with my purchase. To make matters worse, one item was incorrect, prompting them to return it and assure me that someone else would follow up with a replacement.
Despite waiting patiently for a week, I received no communication via email, text, or phone. As a loyalty member, I reached out to the company’s dedicated line, only to find myself reiterating the entire ordeal. There was no record of my purchase history or any acknowledgment of my return request, despite the installers’ assurance that it had been processed. I was ultimately informed they couldn’t assist me and needed to transfer my call.
The cycle of repeating the same process twice more, spanning over an hour, was a far cry from a seamless experience. Instead, it highlighted their lack of a single customer record and siloed systems. When systems and teams are siloed, so are the customer-facing channels. Integration is paramount to creating a seamless and consistent brand experience.
The transformative potential of technology, particularly artificial intelligence (AI), is a recurring theme as it relates to achieving a seamless, personalized omnichannel experience — one where consumer insights are used to alleviate pain points, remove bias in obtaining insight, and connect to product development to deliver on customer needs. One where customers are recognized not just by name, but for their loyalty to the business.