How Retailers Can Leverage Technology to Improve the Customer Experience

Customer Satisfaction
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Consumers engage in a variety of different interactions and touch points with the businesses from which they purchase services and products. All of these interactions will create an impact on the customer’s overall experience, loyalty, and satisfaction. Today, companies area able to leverage technology as a way to boost their customer experience research, and the information learned in these studies can then be used to make recommendations about how customer service can be improved.

Retailers understand that influencing a positive customer experience will increase satisfaction, resulting in higher rates of repeat sales, stronger relationships, and increased revenues, so as a business owner, it is important that you understand the many ways that retailers can better leverage technology in order to achieve greater customer satisfaction.  

Use of Mobile and Tablet Technologies
Using mobile application systems can help businesses to better integrate technology into the shopping experience. Many retailers rely heavily on tablet and mobile applications for point of sale functions and local marketing, and these technologies can help customers to interact with both a product and the overall brand before buying. These positive interactions can ultimately result in a positive customer experience.  

Many stores are utilizing tablets as a way to support retail functions, including inventory management, quick access to product information, and sales functions.

These devices can help to maintain customer interaction throughout the entire sales process, and they offer a personalized experience for each customer. Retailers will need to develop POS applications that allow personnel to accept platforms in order to get the most out of this experience.  

Retailers are also wise to take advantage of mobile applications in order to create applications that center on the customer experience.

Many businesses are taking advantage of customer loyalty applications to increase the consumer experience, and loyalty apps are now using Smartphones in order to streamline the process. Location-based services can also lead to better communication between a customer, their device, and the retailer, and a conference calling app can help your employees to find quick information about products and services.   

Improving the Brand Experience 

It is vital that retailers use technological innovations in order to connect with customers and ensure that they stay engaged with their brand. Customer experience and satisfaction applications that can integrate with all channels can help to improve the brand experience for shoppers. Software entrepreneurs will need to create software solutions that integrate brands within various technologies to facilitate a multi-channel presence. 

Any retail software should include content curation and data aggregation applications to ensure that all data will be readily available via one easily managed platform.

When inventory management systems are integrated with point of sale software, the applications can provide a transparent view of supplies with real-time accuracy. Likewise, combining content curation and data repository models in one software product will ensure that a brand is portrayed in a way that creates seamless interaction while minimizing potential frustration among customers.  

Streamlining Logistics to Improve Service Quality
Understanding customer satisfaction from interaction with your company’s services or products should be a top objective for your organization. Using customer feedback to improve the customer experience is an important part of this process, and now, businesses can use technology in order to boost their research about the customer experience to new levels. New data transfer techniques, reporting platforms, and survey applications can help your business to better engage your customers and obtain feedback, but they can also improve research programs by giving a better view of each customer.  

Use of technology in researching the customer experience doesn’t have to be simply limited to reporting or a survey format. These systems can be used to ensure smooth program logistics via automated backend operations. By removing manual intervention within data dissemination and sample processing, you can free up the time of your staff so that they can focus on more valuable activities. Additionally, you will increase program quality and decrease the risk of encountering errors.

For businesses that have a large number of customer records, sample processes should be automated within the customer experience research method. It is important that resources are dedicated to ensuring that customer data has been processed and stored accurately. Sample automation is recommended for large tracker programs, large stand-alone studies, and for point-in-time recurring research.  

Advances in the field of technology and marketing research have provided new ways for businesses to optimize the customer experience. Strategies for streamlining logistics, improving the brand experience, and utilizing mobile devices to better serve employees and customers can help to make consumers feel a greater sense of satisfaction about their purchase and interaction with your company. Retailers are wise to use technological advancements in order to better their customer experience to ultimately increase revenue and repeat sales.

About the Author - Being a senior business associate, Peter Davidson strives to help different brands and start-ups to make efficient business decisions and plan effective business strategies. With years of rich domain expertise, he loves to share his views on the latest technologies and applications through his well-researched content pieces. Follow him on Google+ and Twitter.

Edited by Laura Lake

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