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Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise their systems, people and processes to put the customer at the heart of all they do”

Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

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Page 1: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Putting the customer first, irrespective of channel

"What can electrical retailers learn from other sectors and how can they organise their systems, people and processes to put the customer at the heart of all they do”

Page 2: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

About us

Page 3: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

We’re a strategic ecommerce &

multichannel consultancy

Page 4: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

We’re thought leaders

Page 5: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Me sharing a stage with the founder of the WWW – Sir Tim Berners-Lee

talking about what’s next for the web and what does it mean for retailers

Page 6: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Our USP is that we’ve all worked in retail…

Page 7: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Brands Our Team Have Worked For

Page 8: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

A Selection Of

Our Clients

Page 9: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Some of our clients

Page 10: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Putting the customer first

Page 11: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Retailers pay lip service to it

Winning the hearts and minds of customers in new markets

Page 12: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

And the stats prove it…

Page 13: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Customer churn increasing year on year

Page 14: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

IMHO

Page 15: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

We’ll see more transformation and disruption in the next 5 years than we’ve seen in the last 21 years of the WWW

Page 16: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Voice activated everything….

Page 17: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Video

Page 18: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Technology can clearly help to put the customer first

Winning the hearts and minds of customers in new markets

Page 19: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Device of choiceWinning the hearts and minds of customers in new markets

Social

Mobile & Tablet Customer Services

In-Store technology Digital Signage

POS & Assisted sales Web

Page 20: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

However…don’t get lost in the technologyIt’s just an enabler

Too often it gets in the way

Winning the hearts and minds of customers in new markets

Page 21: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Winning the hearts and minds of customers in new markets

Therefore who is going

to unblock the path?

Page 22: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

“I see myself like a B52 bomber

removing the roadblocks”

Greg Wasson

Ex CEO Walgreens

Page 23: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

What does it mean to put the customer first?

Winning the hearts and minds of customers in new markets

Page 24: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Winning the hearts and minds of customers in new markets

It means behaving like a customer service business

If you were a customer service business that just happened to sell electrical products…

What would you do differently?

Page 25: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

If you were disrupting your space, what would you do differently?

Page 26: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Metro Bank offers convenience & is pet friendly

► Branches open 7 days a

week

► 362 days a year

► From 8am-8pm

► Branches are dog friendly

► They refund new and

existing customers when

they rehome a dog or a cat

from Battersea Dogs and

Cats Home

Winning the hearts and minds of customers in new markets

Page 27: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

What does it mean to put the customer first?

It means structuring around the customer and their experience and not around channels

Page 28: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Customer experience mustcombine online and offline functions

Page 29: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

In some cases the Chief Customer Officer brings different marketing, service &

engagement channels under one umbrella

Some retailers are integrating customer channels

Page 30: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Some brands integrate sales channels

The Retail Director (in M&S’ and Debenhams case, the “Multichannel Director”)

brings all sales channels under one umbrella

Page 31: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

It means a leadership team who look beyond cost

Putting The Customer At The Heart Of All You Do

Page 32: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Conversation with Wiggle CEO

3 years ago…..

Page 33: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

If you only looked at cost, you wouldn’t do this…

Putting The Customer At The Heart Of All You Do

Page 34: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

New Argos concept stores

Page 35: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Or this...

Page 36: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Putting The Customer At The Heart Of All You Do

Buying from an

order point and

choosing home

or the order point

for the fulfilment

of your order

Page 37: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

If you need to be 100% sure, you’ll be 100% late!

Putting The Customer At The Heart Of All You Do

Page 38: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Putting the customer first means letting customers

shop ‘on the go’

What does it mean to put the customer first?

Page 39: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise
Page 40: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Putting The Customer At The Heart Of All You Do

Schuh now

has more

than

50%+ of all

online sales

through

mobile

Page 41: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Using mobile to add to customer service

Neiman Marcus mobile app lets users find and contact the sales assistant who

served them on their last visit.

Page 42: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Winning the hearts and minds of customers in new markets

https://www.practicology.com/thinking/reports/

Page 43: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Winning the hearts and minds of customers in new markets

It means offering customer service when it’s required

Page 44: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Schuh’s “live help” services

Schuh offers customers live chat with support staff for any queries

► Service available 7 days/ week

► Your own “personal assistant”

Page 45: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Winning the hearts and minds of customers in new markets

Maplin uses it’s social media

accounts to promote it’s

instore experts.

► Individual stores use the

hashtag #askmaplin

► And post photos of staff

members who are experts

in any given product

Page 46: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Winning the hearts and minds of customers in new markets

It means having a strong customer value proposition

Page 47: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Price – Service - Satisfaction

Winning the hearts and minds of customers in new markets

Page 48: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Winning the hearts and minds of customers in new markets

It means being transparentin all that you do

Page 49: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise
Page 50: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Customer service loopWinning the hearts and minds of customers in new markets

40 mins a day signing customer letters: Both good and bad

Page 51: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Personal Letters

Page 52: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Winning the hearts and minds of customers in new markets

Page 53: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Fulfilment

It means letting individual customers choose how they wanttheir order fulfilled

Page 54: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Delivery Matters

Page 55: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Click & Collect usage in UK, France & Germany

Brits lead the way in using Click & Collect, but German’s are more likely to use a locker option.

Winning the hearts and minds of customers in new markets

Image: MetaPack

Page 56: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

It means ensuring returns are easy and free

Winning the hearts and minds of customers in new markets

Page 57: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Winning the hearts and minds of customers in new markets

Page 58: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

76% of shoppers viewed a retailer’s return options before placing an order

51% failed to proceed with a purchase because the returns process offered was not easy or convenient for them

Winning the hearts and minds of customers in new markets

Respondents across the US, UK, Spain, France, Germany and the Netherlands - .MetaPack Survey October

2015

Page 59: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Customers also want to

know what’s next?

59

Page 60: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise
Page 61: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise
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62

It means personalised offers

Page 63: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Waitrose “Pick Your Own”

offers

• myWaitrose customers can

choose 10 of their favourite

products and save 20% on

them every time they shop

• This applies to shopping

instore and online and can

be changed monthly

Page 64: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

It means localisingthe customer’s experience

Winning the hearts and minds of customers in new markets

Page 65: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Winning the hearts and minds of customers in new markets

Page 66: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Practicology Localisation Report 2015

Example of how

unfinished a site looks

when not all of the

content has been

translated

Winning the hearts and minds of customers in new markets

Page 67: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Winning the hearts and minds of customers in new markets

Local language is very important!

Page 68: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

Video

Page 69: Putting the customer first, irrespective of channel...Putting the customer first, irrespective of channel "What can electrical retailers learn from other sectors and how can they organise

[email protected]@martinnewman / @Practicology

uk.linkedin.com/in/martindnewman