The ABC's of Delivering a Superior Customer Experience
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Transcript of The ABC's of Delivering a Superior Customer Experience
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The ABC’s Of Delivering A Superior Customer Experience
Presented by Session sponsored by
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#RetailCCS
Follow this Webinar on Twi1er
#RetailCCS @ConnectConsumer @RTouchPoints
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#CCSeries13
About CCS 2013
ü 5 Webinars, 4 Days
ü Sessions covering Store
Ops, X-Channel, Loyalty,
Big Data & more
ü Featuring industry
analysts and consultants
ü Free for Retail executives
www.retailtouchpoints.com/special-connected-consumer-series-2013
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#RetailCCS
Welcome Webinar A1endees
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#RetailCCS
Xbox One Giveaway
Enter to win an Xbox One by attending at least two sessions from this week’s webinar series!
*Visit the contest rules page for more information.
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#RetailCCS
About Retail TouchPoints
ü Launched in 2007
ü Over 28,000 subscribers
ü To provide executives
with relevant, insightful
content across a variety
of digital medium
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#RetailCCS
Panelists
Alicia Fiorletta Senior Editor
Retail TouchPoints
MODERATOR
Ken Morris Principal
Boston Retail Partners (BRP)
Erik Hoiden Managing Partner
AlfaPeople
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8
Comprehensive Retail Consulting
The ABC’s of Delivering Superior Customer Experience
Ken Morris, Principal
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9
Comprehensive Retail Consulting
Agenda " About Boston Retail Partners " The Customer is the Center of the Universe " The Customer Experience
" Anticipate Customer Questions " Be Ready to Offer Suggestions " Create an Interactive Experience " Deliver Personalized Promotions " Execute a Seamless Checkout Experience
" Real-time Retail " Conclusion
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10
Comprehensive Retail Consulting
About Boston Retail Partners
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11
Comprehensive Retail Consulting
" We are a leading independent retail/wholesale management consulting firm
" Built with a unique professional profile
u Managed by industry-recognized leaders u All firm members have retail line management experience
Ø Several served as officers of major corporations Ø Comprehensive functional and technical experience
u Recruits experienced professionals in POS and retail technology, retail/store operations, merchandise management, planning and allocation and supply chain management
" Relevant experience working with specialty retailers on all facets of strategy, selection and deployment of Point of Sale, Omni-Channel, CRM/Loyalty, Merchandising and Supply Chain solutions
" History of serving acknowledged industry leaders
" No exclusive partnerships or alliances with software or hardware providers
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12
Comprehensive Retail Consulting
Our experience covers a broad cross-section of retail segments…
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13
Comprehensive Retail Consulting
Annual Surveys
White Papers
POS Survey Speaking Engagements
Webinars/Articles
MP&A Survey
Thought Leadership
Supply Chain Survey
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14
Comprehensive Retail Consulting
The Customer is the Center of the Universe
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15
Comprehensive Retail Consulting
The Customer is the Center of the Universe
Social'Media'
Website'
Email'
Apps'
Mobile'Website'
SMS'
Direct'Mail'Catalog'
Employees'
Checkout'
Kiosk'
Signage'
Adver>sing'Customers now have the freedom to achieve their goals throughout the shopping process…
…using whichever
channels and touch points they prefer.
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16
Comprehensive Retail Consulting
nticipate Customer Questions
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17
Comprehensive Retail Consulting
Identifying the Customer is Key….
Social'Media'
Website'
Email'
Apps'
Mobile'Website'
SMS'
Direct'Mail'Catalog'
Employees'
Checkout'
Kiosk'
Signage'
Adver>sing'Who is she and what is her Unified Commerce footprint?
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18
Comprehensive Retail Consulting
Matching Personas for Personalized Selling " Creating a guided selling environment by matching
associate and customer personas
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19
Comprehensive Retail Consulting
Customer Information Available to Associates
68.7%&
40.6%&
37.5%&
21.8%&
12.5%&
9.3%&
9.3%&
6.2%&
3.1%&
0.0%&
28.1%&
Contact&informa8on&(e.g.&name,&address,&telephone&number,&email&address)&
Transac8on&lookup&for&returns&
Sales&history&
Purchase&summary&(e.g.&average&transac8on&amount,&purchases&this&year,&life8me&totals,&etc.)&
CustomerKspecific&offers&and&discounts&
CustomerKspecific&messaging&
Warranty&and&service&lookup&
Friends&and&family&informa8on&(e.g.&birthdays,&anniversaries,&sizes,&wardrobe)&
Profile&(e.g.&demographics,&preferences,&sizes,&etc.)&
Purchasing&sugges8ons&(based&on&customer''s¤t&or&previous&purchases)&
No&customer&informa8on&is&available&at&store&level&
30.$$What$customer$informa3on$is$available$at$store7level?$
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20
Comprehensive Retail Consulting
Customer Information Available in Transaction
7%#
7%#
7%#
14%#
17%#
19%#
19%#
29%#
10%#
7%#
11%#
3%#
20%#
23%#
39%#
6%#
3%#
7%#
13%#
3%#
16%#
80%#
86%#
82%#
83%#
57%#
45%#
39%#
48%#
0%# 20%# 40%# 60%# 80%# 100%#
Customer5specific#offers#and#discounts#
Friends#and#family#informaBon#
Customer5specific#messaging#
SuggesBons#
Customer#profile#
Purchase#summary#
Contact#informaBon#
TransacBon#lookup#
31.$$What$is$the$earliest$point$at$which$customer$informa6on$is$available$at$store9level?$
Pre5transacBon#(assisted#selling)#
In5transacBon#(during#checkout)#
Post5transacBon#
Not#available#
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21
Comprehensive Retail Consulting
e Ready to Offer Suggestions
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22
Comprehensive Retail Consulting
Real-time POS Enterprise
BI CRM
FIN
INV
MFG
Customer Devices
Associate POS
Social Media Integration
Web Site
Customer Communication
Rules Engine + SOA = Unified Commerce
Middleware
Customer/ Associate
Stations Rules Engine
Real-time POS
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23
Comprehensive Retail Consulting
Guided Selling " Creating a guided selling environment by offering online
experience in the store
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24
Comprehensive Retail Consulting
Suggestive Selling to Entice Purchasing
3%#
6%#
9%#
9%#
14%#
14%#
14%#
15%#
3%#
11%#
9%#
9%#
6%#
26%#
26%#
26%#
26%#
26%#
24%#
46%#
24%#
29%#
66%#
46%#
17%#
26%#
34%#
24%#
15%#
20%#
18%#
12%#
11%#
11%#
9%#
14%#
14%#
9%#
59%#
23%#
45%#
44%#
9%#
9%#
34%#
20%#
11%#
26%#
0%# 20%# 40%# 60%# 80%# 100%#
Wardrobing/ou8it#sugges<ons#
Mobile#loyalty#iden<fica<on#
GeoCloca<ng/global#posi<oning#
Mobile#wallet#
Electronic#receipt#
Mobile#coupons,#specials,#promo<ons#
Shopping#list/wish#list#
Product#informa<on#(price,#loca<on,#
Smartphone#app#
Share#with#a#friend#via#email#or#social#
26.$$What$is$the$implementa0on$status$of$the$following$customer8facing$mobile$services?$
Implemented#and#working#well#
Implemented#but#needs#improvement#Plan#to#implement#in#<2#years#
Plan#to#implement#in#>2#years#
No#plans#to#implement#
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25
Comprehensive Retail Consulting
reate an Interactive Experience
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26
Comprehensive Retail Consulting
Amazon-type analytics in real-time in the store
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27
Comprehensive Retail Consulting
Non-Traditional Marketing
3%#
10%#
10%#
10%#
13%#
19%#
23%#
42%#
40%#
19%#
20%#
30%#
43%#
19%#
17%#
32%#
13%#
19%#
33%#
23%#
20%#
10%#
10%#
3%#
10%#
13%#
17%#
13%#
7%#
10%#
17%#
6%#
33%#
39%#
20%#
23%#
17%#
42%#
33%#
16%#
0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%# 100%#
Monitoring#external#blogs#
Loca<on=based#social#networking#(e.g.#Foursquare,#Gowalla)#
2D#barcode#scanning#by#customer#smartphones#
SMS#(text)#
Monitoring#external#social#networking#sites#
Hosted#blogs#
YouTube#videos#
Hosted#social#networking#sites#(e.g.#Facebook,#Google+,#Pinterest,#TwiUer)#
35.$$What$is$the$implementa0on$status$of$the$following$"non7tradi0onal'$marke0ng$methods?$
Implemented#and#working#well#
Implemented#but#needs#improvement#
Plan#to#implement#in#<#2#years#
Plan#to#implement#in#>#2#years#
No#plans#to#implement#
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28
Comprehensive Retail Consulting
Customer Services at Store-Level
6%#
7%#
10%#
13%#
13%#
16%#
16%#
3%#
13%#
3%#
16%#
23%#
20%#
6%#
3%#
24%#
16%#
30%#
45%#
26%#
10%#
25%#
3%#
3%#
19%#
7%#
13%#
13%#
10%#
6%#
3%#
69%#
45%#
53%#
16%#
26%#
47%#
47%#
74%#
0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%# 100%#
Self1service#inventory#availability#check#
Wi1Fi#customer#use#
Self1service#loyalty#program#status#
Electronic#coupons#
2D#barcode#scanning#
Store#portal#
Self1service#price#check#
Self#checkout#
34.$$What$is$the$implementa0on$status$of$the$following$customer$services$at$store9level?$
Implemented#and#working#well#Implemented#but#needs#improvement#Plan#to#implement#in#<2#years#Plan#to#implement######in#>2#years#No#plans#to#implement#
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29
Comprehensive Retail Consulting
eliver Personalized Promotions
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30
Comprehensive Retail Consulting
Where is She….in the Store or Anywhere! " Personalized Offer based on location……..in store……by
zip code……by area code…….or mobile device location!
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31
Comprehensive Retail Consulting
Personalized Promotions to Entice Purchasing
3%#
6%#
9%#
9%#
14%#
14%#
14%#
15%#
3%#
11%#
9%#
9%#
6%#
26%#
26%#
26%#
26%#
26%#
24%#
46%#
24%#
29%#
66%#
46%#
17%#
26%#
34%#
24%#
15%#
20%#
18%#
12%#
11%#
11%#
9%#
14%#
14%#
9%#
59%#
23%#
45%#
44%#
9%#
9%#
34%#
20%#
11%#
26%#
0%# 20%# 40%# 60%# 80%# 100%#
Wardrobing/ou8it#sugges<ons#
Mobile#loyalty#iden<fica<on#
GeoCloca<ng/global#posi<oning#
Mobile#wallet#
Electronic#receipt#
Mobile#coupons,#specials,#promo<ons#
Shopping#list/wish#list#
Product#informa<on#(price,#loca<on,#
Smartphone#app#
Share#with#a#friend#via#email#or#social#
26.$$What$is$the$implementa0on$status$of$the$following$customer8facing$mobile$services?$
Implemented#and#working#well#
Implemented#but#needs#improvement#Plan#to#implement#in#<2#years#
Plan#to#implement#in#>2#years#
No#plans#to#implement#
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32
Comprehensive Retail Consulting
xecute a Seamless Checkout Experience
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33
Comprehensive Retail Consulting
Checkout is not a Technology Challenge but a Process Challenge….
" The days of traditional checkout are numbered. Savvy retailers will move from traditional checkout to ????
è
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34
Comprehensive Retail Consulting
Customer-owned Mobile Devices are the Future
14%$
19%$
24%$
32%$
35%$
43%$
43%$
46%$
57%$
60%$
20%$
22%$
6%$
9%$
17%$
11%$
57%$
56%$
44%$
62%$
41%$
46%$
34%$
43%$
20%$
31%$
9%$
3%$
32%$
24%$
3%$
6%$
23%$
9%$
0%$ 20%$ 40%$ 60%$ 80%$ 100%$
POS$so2ware$maintenance$
POS$hardware$maintenance$
Customer@owned$mobile$device$as$POS$
Store$network$
Mobile$inventory$soluGon$
POS$so2ware$
POS$so2ware$modificaGons$
POS$hardware$
Customer@facing$mobile$soluGons$
Mobile$POS$
21.$$What$are$your$company's$overall$point7of7sale$spending$plans$for$2013?$
Increase$spending$
Decrease$spending$
No$change$
Unsure$
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35
Comprehensive Retail Consulting
Omni-Channel Services
12%$
15%$
15%$
18%$
22%$
24%$
24%$
26%$
34%$
43%$
26%$
18%$
30%$
9%$
13%$
18%$
18%$
29%$
26%$
23%$
26%$
39%$
18%$
41%$
38%$
15%$
18%$
12%$
17%$
23%$
6%$
15%$
9%$
9%$
16%$
9%$
9%$
12%$
6%$
3%$
29%$
12%$
27%$
24%$
13%$
35%$
32%$
21%$
17%$
9%$
0%$ 20%$ 40%$ 60%$ 80%$ 100%$
Allow$special$orders$to$be$placed$in$all$channels$
In>store$pick$up$of$online/mobile$orders$
Purchase$in$store/$fulfill$from$DC,$other$store,$or$
vendor$
Lookup$of$online$orders$in>store$
Order$on$web/$fulfill$from$store$
Provide$shipping$opMons$for$special$orders$(home$vs.$
store$pickup)$
Lookup$or$reserve$inventory$in$another$store$
Placing$online$orders$in$the$store$
Processing$of$cross>channel$returns$
Usability$of$stored$value$cards/giS$cards$across$
channels$
24.$$What$is$the$implementa0on$status$of$the$following$omni6channel$services?$
Implemented$and$
working$well$
Implemented$but$
needs$improvement$
Plan$to$implement$in$<$
2$years$
Plan$to$implement$in$>$
2$years$
No$plans$to$implement$
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36
Comprehensive Retail Consulting
Real-time Retail
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37
Comprehensive Retail Consulting
Real-time POS Enterprise
BI CRM
FIN
INV
MFG
Customer Devices
Associate POS
Social Media Integration
Web Site
Customer Communication
Real-time Retail = Unified Commerce
Middleware
Customer/ Associate
Stations Rules Engine
Real-time POS
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38
Comprehensive Retail Consulting
Real-time Retail
6%#
7%#
10%#
19%#
19%#
20%#
26%#
27%#
31%#
56%#
6%#
27%#
27%#
19%#
6%#
23%#
13%#
30%#
31%#
19%#
26%#
30%#
20%#
28%#
23%#
10%#
10%#
17%#
13%#
13%#
13%#
7%#
9%#
13%#
7%#
3%#
7%#
3%#
6%#
48%#
23%#
37%#
25%#
39%#
40%#
58%#
27%#
17%#
6%#
0%# 20%# 40%# 60%# 80%# 100%#
Recogni4on#for#change#in#loyalty#4er/status#
Customer#transac4on#lookBup#(from#any#channel)#
Loss#preven4on#
Loyalty#program#enrollment#
Point#redemp4on#(ability#to#immediately#redeem#points#from#today's#transac4ons)#
Analy4cs/repor4ng#
Credit#applica4on#(instant#credit)#
Inventory#
Returns#management#
Transac4ons#
33.##What#is#the#implementa/on#status#of#the#following#real6/me#features#at#POS?#
Implemented#and#working#well#
Implemented#but#needs#improvement#
Plan#to#implement#in#<#2#years#
Plan#to#implement#in#>#2#years#
No#plans#to#implement#
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39
Comprehensive Retail Consulting
Conclusion
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Comprehensive Retail Consulting
Unified Commerce is the Future
" We are at a strategic inflection point where the network is taking center stage, this enables an integrated world where consumers drive self checkout on their smart phone, interact with their friends in real-time on purchase decisions, and receive discounts and personalized pricing as they are shopping, creating a cohesive customer experience.
Social'Media'
Website'
Email'
Apps'
Mobile'Website'
SMS'
Direct'Mail'Catalog'
Employees'
Checkout'
Kiosk'
Signage'
Adver>sing'
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Comprehensive Retail Consulting
Ken Morris Principal, Boston Retail Partners (617) 880-9355 [email protected] www.bostonretailpartners.com
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AlfaPeople - We are Retail
Randy Cole, Director of Sales, [email protected] Erik Hoiden, Managing Partner, [email protected]
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AlfaPeople in Brief
Acting locally – Performing globally
Germany Denmark USA UK Switzerland Mexico Guatemala Costa Rica Columbia Chile Brazil Dubai Singapore
Facts: 13 Countries +280 employees Europe: CRM (75 employees) AX (45 employees) SharePoint (25 empl.) Americas: CRM (65 employees) AX (70 employees)
Global Solution Focus: Product Value Chain ____________________ AlfaPeople Group: Delivers +30.000 consultancy hours/month
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Why AlfaPeople
Retailers Competitive
Business Advantage
AlfaPeople Retail
Expertise
Microsoft Dynamics
Retail Solution
Understanding the retailer’s business and transla;ng it into beneficial solu;ons This is the AlfaPeople trademark
To be compe;;ve, companies need to take a fresh look at their infrastructure and plaDorm as well as the new solu;ons available to them, giving greater focus to servicing and keeping loyal customers.”
Combining the retail exper;se and Dynamics Retail knowledge, provides the AlfaPeople experts with the ability to focus on the retailers business areas that creates value and implement Best-‐of-‐Breed for the rest.
AlfaPeople Recognized as the 2013 United States Microsoft Dynamics Retail Partner of the Year The company was honored among the top Microsoft partners for demonstrating industry sales excellence in innovation and implementation of customer solutions based on Microsoft technology.
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The “Why Not” project approach
" Main business processes are mapped, and matched against standard system and best practices.
" Standard Dynamics for Retail is configured with customer specific data and processes.
" “Why Not” workshops are conducted, showing main business processes in the solution, and functional gaps are identified.
" Solution gaps can be eliminated by. " Suggest to change behavior or process " Resolve manually or outside project scope " Make a modification which is matched against business value
Discover Configure Why not GAPS/BPR Design Deployment
We focus on bringing value, not repeating legacy functionality
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The new customer
Personal
…from mass to personal
Seamless
…from multi-channel to connected
experiences
Differentiated
…from standard to standout
User Experience is King
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Microsoft Dynamics AX for Retail 30+ Countries including Brazil/Russia/India/China
© 2011 Microsoft Corporation. All rights reserved
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Retail Headquarters
Supply Chain Integration
Supply Chain Visibility
Financials
Warehouse Management
Stores
Catalog Kiosk
Mobile
Consumers Corporate Accounts
Web
Microsoft Dynamics for Retail
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Business Functionality in Microsoft AX
Centralized Omni-Channel Management
E-Commerce POS
IT Pro Experience
UX Improvements
Search driven Shopping Experience
OOB “Starter” Storefront Customer Orders Payment Processing
Customer Management Omni-Channel Workflows Search, Scan
Customer Centricity Social Media
Promo on Facebook Twitter integration
Pinterest Txt driven advertising
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Join Microsoft Dynamics for Retail @ #NRF14 More Modern More Mobile More Global Visit Booth # 2703 to learn more
Kick-off NRF in style by attending the Opening Night Reception at the Marriott Marquis Times Square Sunday Jan 12 5:30 – 7:30 pm
Follow all the action live on Twitter and Facebook @msretail FB.com/MicrosoftforRetail
BIG !deas Session: Become a Dynamic Retailer and Make Sure You’re Ready for What’s Next Monday Jan 13 3:15 – 4:15 pm
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Help us Support RetailROI at NRF this year…
" Schedule a meeting with AlfaPeople at NRF and attend it, and AlfaPeople will donate $25 to RetailROI.
" The Purpose of the Retail Orphan Initiative (RetailROI) is to raise awareness and provide real solutions for the more than 400 million vulnerable children worldwide.
" Visit www.retailroi.org for more information.
" To schedule a meeting, send an email to [email protected] with the subject line NRF Meeting.
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#RetailCCS
Q & A // Panelists
Alicia Fiorletta Senior Editor
Retail TouchPoints
MODERATOR
Ken Morris Principal
Boston Retail Partners (BRP)
Erik Hoiden Managing Partner
AlfaPeople
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#RetailCCS
Xbox One Giveaway
Enter to win an Xbox One by attending at least two sessions from this week’s webinar series!
*Visit the contest rules page for more information.
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#CCSeries13
Thank You For Joining Us
www.retailtouchpoints.com/special-connected-consumer-series-2013
Coming Full-‐Circle: The Store As The Center Of The Omnichannel Shopping Journey Tomorrow, 12 PM ET / 9 AM PT
The next Connected Consumer Series session…