How to enhance the customer experience in luxury industries ?
For a long time, physical and digital strategies were built apart. However, this way of managing companies belonged in the past.
Do you know if your organization is focused on your customer experience ? Most of the time, clients are answering yes, but a lot of them are not taking into account the user experience.
First, what is the difference between both ? The customer experience (a.k.a. CX) is defined as the whole experience lived by a client while he/she is in touch with your brand; the user experience (a.k.a. UX) could be considered as the digital part of this experience.
Great ! In fact a lot of companies build at least two different strategies if they are on a physical or a digital channel. Moreover, we have hundred of digital channels nowadays : Facebook, Twitter, Instagram, Snapchat, YouTube, Linkedin, etc.
If you have a strategy for each channel, you are creating a multi-channel strategy. We will see why we are betting on a different approach.
The importance of an omnichannel strategy.
Every company has to retrofit a part of their activity toward digital natives : Millenials, Gen Y, Gen Z … call them as you wish. The problem, if there is one, is that these generations have the habits of various experiences. They can go in a physical shop, compare the prices with the competitors thanks to their mobile, then go home and buy a product online. The real deal for these consumers is the storytelling angle.
Let’s stop a few seconds on the user experience. The biggest nightmare of a UX specialist is the frictions. Friction is defined as the interactions that inhibit people from intuitively and painlessly achieving their goals within a digital interface.
With a multi-channel strategy instead of an omnichannel one, you maximize the risk of creating frictions for the customer. For instance, if a client comes in your shop, loves your identity, then goes on your website and cannot find back the competitive advantage he loved, then you create a friction.
Let’s take the exemple of William, a sales manager in a luxury Shttp://multi-channel strategy instead of an omnichannel oneME. William wanted to sell a new product online and his first question was “how to manage this product on a digital platform ?”. This question is not customer centric at all. Instead, we worked on the personas and the customer journey map to identify the best ways and moments to target potential clients. It allows us to imagine a complete strategy based on the customer and not start our thought from the product to end with multiple strategies on each channel.
To base such strategies on data is also really important, but we will talk about it in another article.
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