Gearing Up For the Holidays, Part 4: Focus on Long-term Strategy, Stores

By Larry Freed

In today’s multi-channel, multi-device landscape there seems to be a limitless number of ways customers can interact with companies. However, if even one of those channels or device experiences is broken, the consumer has the convenient ability to switch brands with a simple click of a button or screen swipe.

With this cost-effective switching capability in addition to stronger voices through social media, and the ability to be in multiple places at a single time with the internet and mobile devices, consumers are in control. Because of this new-found power that consumers are tapping into, retailers must satisfy consumers. Our research shows that customer satisfaction drives conversion, loyalty, retention, positive recommendations, and financial success.

While a short-term strategy for the holiday season can be fruitful, you need to look beyond the hand in front of your face and focus on how to improve beyond this holiday and how to treat customers in such a way that the new customers that come during the holidays will be lifelong, loyal customers. The only way you will know how and where to make improvements in both your short- and long-term strategies is by measuring the customer experience at every touch point and through every channel you offer to customers. Listen to your customers; they will lead you in the right direction for creating the best web, store, contact center, social media, and mobile experiences.

I know we talk a lot about the importance of measuring the web and, especially now, mobile engagement. We’ve even dedicated a day of the week on the ForeSee Blog just for mobile discussions. So, what I’m about to say may shock you a little. Even though you’re expecting most of your growth from web and mobile (and you should), you can’t forget about your stores. Yes, stores. A focus on the customer experience there could make the difference between whether your company’s sales are up, or down, or flat this holiday. In the long run, customer satisfaction is about every engagement point of your company.

Check out the other posts in this series: three top issues retailers should focus on; the impact mobile will have this holiday season; and the importance of brand, product and pricing consistency.

The final post in this series will show you how focusing on customer satisfaction both online and offline throughout the year paid off with incredible holiday dividends for one of our clients. Subscribe to the ForeSee Blog for more!