Ensuring Point of Sale does not Affect Customer Experiences

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“Customers are savvy and have the power choose between competing companies. The customer experience is the next competitive battleground,” – Jerry Gregory

Brands and businesses are investing significant resources in a bid to improve human interactions between a brand and its customers. These interactions are typically known as customer experiences, which are important because they boost customer satisfaction, increase revenue and sales, lower the rate of customer churn, and help to build stronger business relationships between businesses and customers. In light of the above, brands should view customer experiences as a whole and must exert them to create consistent experiences for every individual customer. We must note that consistency in this context implies a uniform customer experience and superior service in terms of various customer touch points, such as sales, marketing, customer service, technical support, etc.

Unique customer experiences can be fashioned by innovative enterprises that seek to optimise every level of customer interaction. We must note that such experiences should be the outcome of through processes that take into account context and the nature of the business. For instance, a pizza maker can choose to infuse fresh energies into its brand by creating personalised customer experiences. The said business can enable its patrons to create unique pieces of art (for instance, line drawings) and these can be imprinted into the pizza delivery box prior to delivery. This approach to engaging with customers on a one-to-one level can help the pizza business to win a higher mind share among customers, start social media conversations, and to stand out from competing brands and businesses. Further, feedback from customers can be taken to assess customer reactions and to refine or expand the above strategy.

Creating outstanding customer experiences can stem from a deep business commitment to engage with customers at multiple levels. To attain this objective, brands and businesses should ideally evaluate and assess the customer’s point of view. For instance, an online business enterprise can detect and remedy faulty software algorithms that consistently mar the end-user experience. This proactive stance can assist the business to remedy a situation before it faces a barrage of customer complaints and the subsequent challenges to brand reputation. Further to this, the said enterprise may reset its goals to include regular review of major sets of computer code at regular intervals in a bid to pre-empt any turbulent customer experiences. We may note that this instance signals corporate resolve to create smooth end-user experiences in the interests of preserving brand equity.

Points of sale include the checkout counters typically found in supermarkets and department stores. This location represents an opportunity for a business to speak to shoppers and customers in a bid to mould wholesome customer experiences. This intervention requires brands and businesses to hire committed and experienced staffers that can engage customers in casual conversations. Small gifts can be handed out to customers at points of sale in order to encourage customer loyalty and boost brand recognition. In addition, certain classes of merchandise can be displayed prominently at these points in a concerted bid to promote impulsive shopping behaviour. In light of the above, we must note that brands and enterprises can work to create innovative strategies to boost customer experiences at points of sale.

Commercial establishments can work to create enjoyable customer experiences with a view to establish a unique brand identity and to boost customer loyalty. For instance, a footwear brand can choose to welcome new customers through an initial email and subsequently, follow up with online discount coupons sent to the customers’ social media handles. The brand can also seek to court customer attention through brief text messages that inform customers on special events, product updates, etc. We must note that this multi-tier approach to shaping customer experiences can help the footwear brand to establish its presence in the customer’s mind-scape and promote additional customer interactions with the brand or business.

Digital enterprises and online business operators can enforce certain operational standards to ensure that every customer can avail a distinct brand experience irrespective of the customer’s point of origin. For instance, the smooth operation of online apps (or websites) can help brands to establish outstanding customer experiences. Contributing factors can include high quality product photographs, customer reviews, the use of colour psychology, ease of business contact, etc. Additional discounts for new customers and group buyers can also help online businesses to win customers’ attention. We must note that these attributes can help to create a positive impression on new visitors and may help to the said business to attract traffic from new customer segments.

Imparting relevant skill-sets to customer facing staff members represents a significant aspect of boosting customer experiences. Brands and businesses must bear in mind that the previously mentioned staff members directly interact with clients and therefore, need to be at their professional best all through the business day. Incrementally higher customer service skills can be an asset for any organisation and therefore, these activities, to upgrade skills, must be undertaken constantly in the interests of superior customer service. Active listening, follow-up on problems, soliciting customer feedback, and a professional demeanour are some of the attributes that can help brands and businesses to construct superior customer experiences.

Customer feedback mechanisms are vital tools that can be embellished to create superior customer experiences. The use of such mechanisms signals intent to pay attention to the voice of the customer and this can be a very empowering realisation for all customers. Business websites can feature prominent buttons that invite customers to speak their mind and supply feedback on their experience. Similarly, a brick-and-mortar enterprise can work to fashion customer experiences through in-store mechanisms that solicit customer feedback. We must note that brands and businesses must work to decode such feedback and incorporate customer suggestions into business processes and business operations.

A consistent brand experience across multiple channels can help brands to create distinctive customer experiences. The channels may include live chats, email, web self-service, social media handles, online blogs, etc. Therefore, businesses that operate an online presence should offer customers consistent experiences in a bid to earn customer trust, and by extension, repeat customers. In a similar vein, businesses that operate brick-and-mortar establishments can use brand consistency to earn customer loyalty. For instance, a hospitality chain would earn significantly higher customer trust and acclaim when its brand experience remains consistent across multiple locations. This consistency also boosts consumer confidence in the brand, while contributing positively to end-user experiences.

In the preceding paragraphs, we have examined some of the aspects that can enrich customer experiences and build the foundations of enduring brand reputations. Customer experiences remain critical in modern markets because the customer is faced with multiple choices in terms of merchandise, brands, products, and services. Therefore, distinctive brand experiences assume even more importance. Corporate captains and business managers should endeavour to create processes that can replicate outstanding customer experiences on a consistent basis. Further, we must note that customer experiences may be perceived differently by different customers, but commercial organisations should make brand consistency into an article of faith. That said, we note that fantastic customer experiences also help to drive sales and business for most organisations because happy customers tend to discuss their experiences and this attracts fresh attention to business enterprises.


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