Companies placing responsibility in the hands of the public is both bold and precarious. Nowhere is this more evident than in the review sections that gild the product pages of Amazon. Of course, the majority serve as a valuable steer for would-be customers. Many, however, fail to reach even the most basic criteria required.
Technology is only as good as the thinking and planning behind it; and new customer initiatives are only as good as their design and implementation. The companies that fail to understand this are risking not just money, but their reputations and livelihoods too. Good customer experience programmes can hold the key to every business's future.
The more a company invests in mobile, the more important it is that they measure what works, what the customer likes and what delivers ROI. To further explore the topic of mobile analytics, we have compiled our 'Top Tip 6' - a look at why analytics can be so valuable today, for brands and their customers alike.
This week the government questioned Mary Portas on the progress of the review and how it's helped to revive the high street, so far. Consequently, the review hasn't been successful and MPs have claimed it was a "waste of time" and a "failure". In response, Mary Portas has stated the government is to blame due to their lack of input. What's clear is a lot of blame has been bandied about, but what's not so clear is how the high street can be saved, and if there's still hope for it.
Ultimately the in-store experience should be there to enhance customer service. These experiences should be extensions of the excellent customer care already being provided. If I visit a store to buy a pair of jeans using the Me-Ality Size-Matching Station but there is no-one to help me find the jeans or make well informed recommendations on products, what's the point?
When was the last time you went a whole day without using technology, be it a mobile phone, iPad etc? So why are retailers so apprehensive to unleash something that has the potential to engage us, thus building them more business? The short answer is, are you ready for this - technology is moving too fast for retailers.
Innovation is fermented at the margins with the angry, the ambivalent, the rejecters, and the 'do it yourselfers'. To some extent, provocation comes from getting inside the heads of the very people who have rejected you--or at least those who have an extreme or downright strange relationship with your brand or category.