October 2017

Forget Everything You Know About Bricks and Clicks

David Nelson

Engagement Partner, Consulting & Service Integration

Jim Walb

Managing Partner, BFS, Consulting & Service Integration

Bricks & Clicks: The Next Big Thing

Customer experience (CX) today is more than a mix of bricks and clicks

Benchmarking against existing competitors is not useful in the new age

Customers today seek a superlative CX that is outcome focused

Here are four truths that will help you create a better CX:

Delivering a Superlative CX

Recognize that different customer segments seek different experiences

Offer a unique, value-laden CX to retain customers at your physical stores

Optimize your customers’ purchase journey as far as possible

Improve CX continuously to meet your customer’s evolving expectations

What Will Transform Your CX?

1. Map CX for the Organization

2. Focus on Experiences and Feelings

3. Look Outside Your Sector

4. Chart Key Metrics Affecting CX

5. Manage CX Holistically

6. Monitor CX Hot Spots

7. Keep A Tab on the Influencers

1. Map CX for the Organization

Understand the role and fit of CX within the company

Recognize where CX helps differentiate from the competition

Ensure management is aligned with how you pursue and prioritize CX

2. Focus on Experiences and Feelings

Have a customer’s share of heart before you get a share of their wallet

Develop experiences across touch-points to upgrade the CX

Improve the feelings associated with the

offerings to transform CX

3. Look Outside Your Sector

Innovations and technology applications are not limited by sectors

Study the alternate industry segments – if you’re a B2B company, study what B2C companies do, and vice-versa

Seek inspiration from different industries to improve your CX

4. Chart Key Metrics Affecting CX

CX can be measured in many ways and there are no set benchmarks

Define a set of metrics that you would like to measure at the outset

Establish baselines and improve on those metrics once they’re defined

5. Manage CX Holistically

Product, pricing, and promotion, all have significant impact on CX

CX is determined by various factors other than customer-facing operations

Align performance objectives in functions throughout the organization

6. Monitor CX Hot Spots

Some business interactions might be relatively more prone to negative CX

Review those interactions constantly to spot problems when they arise

Resolve issues identified to maintain and improve the CX

7. Keep A Tab on the Influencers

In today’s digital world, customer feedback can make or break a brand

Hone your listening skills to react quickly and guard your reputation

Identify and follow your top-customers and industry influencers

It’s Time for CX Excellence

Differentiate business outcomes to boost the value you provide

Look outside your industry to find path-breaking CX ideas

Move quickly to seize opportunities to become a frontrunner in the CX race

Copyright © 2017 Tata Consultancy Services Limited

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Forget Everything You Know About Bricks and Clicks