Turning shoppers into advocates: The customer focused retail enterprise

Tags: ATMs, Customer Experience, Customer Service

Type: White Paper

Unprecedented diversity, fragmentation of consumer values and information transparency have created an urgent need for differentiation and individuality. The challenges of a price-driven world have raised the bar for retailers to create loyalty to brands, channels and services that is not based solely on price.

These messages are not new. Many retailers are moving forward on their customer strategies and have deeper insights into their core customers’ needs. But in order to create a compelling customer experience, retailers must incorporate customer insights into their core operations.

This requires a shift in how retailers think about and organize their businesses. Success will come from adaptation — blending together an inside-out, operational view with an outside-in, customer view to deliver a superior shopping experience.

By considering customers — and not just the products — in every business decision, retailers will develop customers who promote them to others, purchase more at their stores and remain loyal to them. More than “just” consumers, these shoppers are advocates that can create a sustainable and differentiated advantage for their chosen retailers.

Becoming more customer focused is important for all retailers, regardless of value proposition. The pace of change in the marketplace quickly makes winners and losers. Leading retailers will move first — where will you be?

To learn more about becoming a more customer focused enterprise, download this free 20-page white paper provided by IBM.