Customer Experience Design

Everyone knows the future of retail is delivering amazing online experiences across all available touch points (including physical retail).

Though this appears not to be such a big secret, very few are achieving it. Over the 15 years of working with hundreds of retailers around the world, Greg Randall has developed a proven methodology that guides the planning process required to create a customer experience design plan resulting in the creation of amazing online experiences for target consumers coming to your site (and your stores).

Today's consumer is completely in control of his/her information gathering and/or buying journey. As a result, the consumer is far more loyal to his/her own intent and will leave a retailer if the online experience is irrelevant and/or sub standard.

To gain an understanding of how Greg Randall can deliver a high standard of customer experience design planning to your organisation, you can buy his book, available on Amazon, titled..."The 10 Principles in creating online experiences" or you can read a condensed version in Greg's blog here.

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How can customer experience design lift financial performance?

For those still not sure about this concept of customer experience design, here is another way to communicate how it this can work for your business and lift financial performance:

1. Aligning retailer selling to consumer buying

In the physical world where "face to face" selling occurs, sales people begin with their standard selling approach hoping it's relevant to the consumer. If the sales approach becomes less relevant the sales person will know by the visual (body posture) and/or verbal cues the consumer provides to the sales person.

An effective sales person will immediately adjust the sales approach to regain positive cues, signifying he/she is back on track.

The sales person must effectively deliver the following:

  1. Personal presentation
  2. Mannerisms
  3. Personality
  4. Use of language consumers understand (no jargon)
  5. Knowledge of the product
  6. Use of guided selling tools
  7. Closing techniques

All of these selling attributes must align to the consumer's expectation. What is also very important is the order this information is presented. There is no point in attempting to close the consumer until he/she has the right amount of information satisfying his/her information gathering process.

Websites must do the same thing. Since a website does not have the luxury of reacting to visual/verbal cueing, it must anticipate the consumer's buying process.

This is what consumer experience design delivers, it is the map dictating how the digital channel is meant to behave and interact with consumers to deliver amazing online experiences.

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2. Keeps the retailer connected to its new and existing customers

The process of undertaking a consumer experience design forces retailers to understand their existing customers and their target consumer.  The ripple effect of this is clarity comes in the form of more effective marketing communications and acquisition strategy.

3.  Consumer experience design is sales training for your digital channel

3. Consumer experience design is sales training for your digital channel

Look at this process as sales training for your digital touchpoints.

Traditionally, retailers invest heavily into the sales training of their employees, teaching them methods in interacting, engaging and selling to customers.

This training emphasis also applies to the digital channel.

When an employee moves on, the investment and knowledge put into the employee is gone: (many times this employee ends up working for a competitor).

Once Greg Randall completes the "sales training", all the changes responsible for lifting the digital performance will continue to add value to your business.

The value carries on indefinitely.

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