Consumers see one customer experience, not multiple channels knitted together

Emma S - 29 th May 2015

Technology is now a major part of the purchase process. Nowadays, consumers use their mobile devices to browse, either in-store or at home before they go ahead and buy.   

This is proven when looking at the eCustomerServiceIndex report which tells us that 47% of people now use their mobile to check prices online whilst in a physical store, a development that would have been unheard of a few years ago.

Although in the business world we describe these as different channels and in some cases even business units; customers aren’t aware of their move from online to retail – they’re being themselves, simply undertaking their part of the customer journey.

These changes in customer interaction with technology should make us think how we can create a seamless customer experience and make sure different channels work together.

Therefore, we must stop being preoccupied with ‘channels’ and consider the individual, always remembering to respect customers as rounded people – not just segmented silos for a ‘channel’.

Emma comes from a background in Innovation and event management, and has over 10 years of brand experience. She is passionate about helping clients to know their customers better, and to understand the right promises to make, and how to deliver them.
Find out more about Emma S