Market Force Perspectives

Subscribe

Bridge Silos and Improve Loyalty through Customer Journey Mapping

Customer journey mapping has become very popular in the last two years with 62% of Fortune 1000 companies reporting that they have conducted or are considering conducting customer journey mapping, according to a 2015 survey by Accenture. Why is it so popular? Because businesses are realizing that their functional organization creates silos—and therefore barriers—to a great customer experience. Forrester Research notes: “Many CX initiatives don’t meet their full potential—or worse, fail...

3 Things Women Want From Your Fashion Retail Sales Team

Shopping for new clothing: It can be the best of experiences and the absolute worst, with generally one of two outcomes. Women can leave your store with a spring in their step and confidence in how fabulous they look ... or they can leave discouraged and frustrated because nothing fits, they couldn’t find the right thing, or they had trouble putting together the ensemble they wanted. Your fashion retail sales associates can make all the difference to a woman’s shopping experience.In our...

Are apparel retailers delivering a customer experience that inspires loyalty?

We all know that the fashion industry is highly competitive, with every brand investing heavily in its brand image, marketing, fashion design, quality, price, locations and customer service. Some retailers spend up to 30% of their sales on marketing—driving traffic to stores and e-commerce sites in the hopes of capturing both new customers and more wallet share from existing customers.Yet, how well do fashion brands capitalize on that marketing spend? Do their individual locations create...

Focus Sales Associates’ Attention and Increase Conversion Rates

I’ve been working with retailers for over a decade and I see a common struggle: Sales associates are given a list of items to be done during the day—important things, such as cleaning, merchandising etc. Although they may diligently focus on the items on their ‘to do’ list, they may do that at a cost: Ignoring or underserving their customers.You’ve no doubt experienced this: A customer walks in the door and the associate remains absorbed re-arranging the merchandise on...

Make Loyalty Your Currency

You've painstakingly crafted your brand, your organization lives and breathes its values, and customers are responding to its message. Protecting that brand image is now paramount. As business booms, so does the need to establish processes to interact with customers, secure feedback, answer questions and resolve issues. You need a contact center. Whether your approach is home grown or outsourced, it’s imperative to institute an engagement strategy and to measure how effectively the contact...

Is your menu to blame for stalled or declining customer satisfaction scores?

A menu that delivers results to the bottom line is a defining element of successful restaurant chains. But what if your menu has lost its mojo? Consumers’ tastes are changing, driven by the upswing in new fast casual and independent brands that are expanding flavor profiles to meet the demands of modern consumers. In this new frontier, what once had customers raving can now leave your brand looking like a ‘food dinosaur’ to hordes of self-proclaimed foodies on the go.So what’s the secret to...

Determine Whether Your Brand Standards Matter

Mystery shopping measures operational excellence. That includes a wide gamut of behaviors ranging from the effectiveness of sales associates in presenting products and asking for the close to a cashier’s ability to run a checkout line effectively. It’s a great tool for observing behaviors within a location and determining whether the brand promise is being executed. But how do you know if those standards are effective?You’ll want to match performance against brand standards...

A Marketer’s Perspective on Mystery Shopping

I’m often asked “Rob, what do you think of mystery shopping?”  It’s an interesting question to pose to a CMO as mystery shopping traditionally is the domain of COO’s. But I think it’s important because when I spend marketing dollars to drive traffic into restaurants, I want a great ROI. That only happens when my operational partners deliver a great experience. So here are three reasons why I like mystery shopping.It’s usually done by trained professionals. When you hire a reputable...

Pages

We've noticed you might not be visiting the appropriate version of our site. Would you like to: