Article
Talking With: Maropost CEO on CX strategy, retail challenges in play
As North America's fastest growing marketing automation platform, Maropost is busy helping retailers focused on boosting the customer experience. CEO Ross Andrew Paquette shares insight and tips on how retailers can hurdle the challenges.
September 26, 2019 by Judy Mottl — Editor, RetailCustomerExperience.com & DigitalSignageToday.com
In his role as founder and CEO of Maropost — cited as North America's fastest growing marketing automation platform by the Deloitte Technology Fast 500 — Ross Andrew Paquette spends a lot of time talking with retailers and listening to them share pain points all around theirquest to enhance the retail customer experience.
It's a critical focus for retailers — evidenced by research and the fact that Maropost, since its founding in 2011, has doubled its growth each year.
Maropost focuses on simplifying customer engagement by helping retailers develop and sustain an effective unified customer experience. That experience, in turn, boosts conversion and brand loyalty. The company's customer list is diverse — from Mercedes Benz and Haymarket Media to LiveStrong.com and Hard Rock Café. All those customer-interactive enterprises share at least one common goal: enhance and improve the customer experience.
So, Retail Customer Experience reached out to get Paquette's insight on how retailers are approaching CX, challenges they're facing and his advice for those retailers now jumping into their CX journey.
Retail Customer Experience: What are the top challenges retailers are facing in customer experience strategies today?
Paquette: The biggest challenge facing retailers is that they don't have access to the right data. Most retailers use multiple platforms and tools that don't talk to each other, preventing them from having a single view of their customer. They don't have full information on every engagement and interaction, telling them what their customers want. This make it impossible for a retailer to be clear on how to treat their customers.
Retail Customer Experience: What are some common missteps retailers take in CX? Is it poor planning or not mapping out a cohesive approach, for example.
Paquette: I find retailers often misstep with regard to their partners. Some retailers were failing for years because they had bloated systems and infrastructure. They weren't working with platforms that were easy to use, making it hard for them to create a good customer experience. Many retailers' marketing teams have no insight into how to communicate with customers.
Retail Customer Experience: Why is customer engagement becoming such a critical element to the customer experience?
Paquette: Customers want to feel known, heard and understood. You must draw them in to engage with the content or information you're sharing about your brand, to get them to buy. To stay top-of-mind with customers, a retailer must keep its customers engaged.
Retail Customer Experience: What's a top tip or recommendation you would make to a retailer today regarding CX?
Paquette: This goes back to a top challenge retailers are facing. Retailers need a single view of the customer that garners data into every touchpoint, and to make the customer experience very simple.
About Judy Mottl
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