How the CCO and the contact centre hold the keys to retail success

How the CCO and the contact centre hold the keys to retail success

Retailers in trouble According to the Center for Retail Research in 2018 alone, 23 retailers were unsuccessful, affecting 1,851 stores and 20,891 employees, receiving more than 1,383 stores and 12,225 employees. In 2017, amidst increasing competition both online and in-store and rising expectations from customers, retailers face a tough battle.

It is a complex new ecosystem, and to be successful, retailers need the right product at the right price, while surprising and delighting customers with a personalized experience.

Delivering those experiences is a huge task and a major change in the equipment being used by retailers, including C-series makeup. Typically, CMOs have their own customer experiences, leading to increased technology selection and budgeting. However, CIOs manage both traditional technology spending and adoption, which can cause tension between the two roles.

But there is another problem: CMOs and CIOs are adopting technologies that collect customer data, such as buying behavior. But that information does not tell the whole story.

The rest of the story is locked in the contact center. Our latest report shows that only 56 percent of top leaders use contact center data, and those leaders only use those insights periodically. To unlock valuable information, the C-Suite requires a new player: the Chief Customer Officer (CCO).

Here at Calabrio, we have seen how contact center data can transform customer experience strategies by helping retailers hear the true voices of their customers. With the help of CCOs, retailers can make strategic adjustments, deliver on brand promise and build customer loyalty. And hearing that sound starts with the right contact center technology to understand how customers feel and take action.

With Calabrio One, we have created a complete set of customer engagement, which helps retailers understand what their customers need at every stage of their journey. With this data, CCO was able to tear down the data silos, bridging gaps in the C Series and ultimately giving retailers access to customer voice data powered by speech analytics that are critical to success.

By allowing retailers to analyze their customer contact data, we are preparing and enabling them to listen and deliver the experience they expect from their customers every time. To learn more about how to get an overview of your customer experience, read our complete guide to customer contact analysis.

A customer-centric C-suite is essential for a successful customer experience. However, many companies have blind spots, putting them at risk of losing customers. To learn more about being truly customer focused, read our full report here.

If you come to this post, you have the opportunity to increase sales in your store. Perhaps you are experiencing a slowdown in sales. Or maybe things are going well and you want to keep the momentum going.

In any case, we know how important sales are to brick-and-mortar retailers, so recently we turned to the LinkedIn community and asked many retail professionals to focus.

We have compiled some of the best responses in this post with more comments, tips and examples.

It starts with cleaning your health and safety measures. Clarify all that you do to keep people safe in your place, then use multiple channels to spread the news.

Target is an example of a ubiquitous store when communicating updates.

And make sure that your store employees are taking those measures very seriously. The last thing you want is for buyers to call you now. Hire the right people and make sure you have a strong communication and training process so that employees know what to do.

Make sure your store appears in online search results

More consumers than ever are turning to Google to find stores and products. Whenever they are doing searches related to your business, make sure you appear. For example, if you are selling baby clothes, you want the nearby customers to find your business whenever they search.

You can do this by setting up a business listing on Google, Yelp, Facebook and other platforms. When creating your profile, add as much detail as possible.

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