The Customer Experience Investment Gap

December 2012 Integrated Solutions For Retailers

By Steve Topper, Business Solution Architect, Pitney Bowes Software Retail Practice

Retailers are talking about focusing on the customer, but are they showing it with technology investments?

Every new communication channel creates another way for consumers to connect with the retailers they love. In turn, this provides those retailers with more opportunities to strengthen relationships and the brand with new and existing customers. Whether customers are contacting a retailer by phone, through social media platforms, or in the store, keeping up with expectations across various communication channels adds complexity to managing the customer experience.

In an age when new competitors are constantly flooding the market, retailers that are effectively able to manage positive experiences across every communication channel will see higher customer satisfaction and loyalty. It would therefore be logical to assume that the majority of retail executives see this as a priority. On the contrary, however, a recent study by Integrated Solutions for Retailers found that only 38% of retailers will be investing in customer experience management technology next year. With changes in technology and new customer channels constantly emerging, the question that confronts us is how exactly do we use the software and tools at our disposal to ensure positive customer experiences?