![]() ![]() It was an obstacle that could’ve undoubtedly damaged the company’s bottom line - like it has with so many other businesses worldwide. While other companies failed to adapt, Lululemon quickly realised that their customers were facing a new obstacle: with stores and shopping centres being closed the world over, customers who wanted a personal customer service experience were being failed online. This approach continued even during the Covid pandemic. The secret to their colossal success was making purchases as easy as possible, all through offering a seamless digital customer experience. Let’s take a look at a case study to see how a fashion retailer adopted a new digital channel to tackle a very large obstacle for their customers: the temporary closure of stores due to the Covid pandemic.īetween 20, Canadian athleisure retailer Lululemon saw a staggering 40% increase in brand value. Still, if you start to recognise and rectify these obstacles now, your customer journey and the overall customer experience is only going to benefit. There are many obstacles a customer can face during their journey with many different solutions available. If the company had no customer service contact channels to speak of, this customer obstacle might’ve ended the customer’s journey right there - without a purchase. Ultimately, making the customer journey as easy as possible is all about reducing obstacles that create friction or tension.įor instance, say the customer in the above example had a question about product sizing. Īs we can see, there’s several stages in this example where the business has aimed to make it as easy as possible for the customer to discover their products, learn about them, buy them, and enjoy them. The customer leaves a glowing review and recommends the product to others after enjoying such a great experience. They purchase a new item using their discount and receive the same excellent service. When they are updated on a new product, the customer explores the site again. ![]() The customer receives a free discount voucher via email as a thank you for their order.ĩ. The t-shirt arrives on time with some extra goodies, and the customer loves their purchase. They are happy and give a positive response.ħ. The customer is asked for feedback on customer service. Happy with the answer to their query, the customer is offered the chance to purchase the t-shirt with the agent. The customer connects with customer service on live chat to ask a question about sizing. The customer visits the site and reads the reviews.Ĥ. The customer sees a t-shirt advertised by a company. Notice how the business meets or exceeds the customer’s needs and expectations at each step of the journey creating an experience that results in customer satisfaction, loyalty, and advocacy. In the below example, a customer purchases a new t-shirt online. Let’s look at these stages in more detail. If each step is positively achieved with no setbacks or problems, a business can be assured that they’re offering a seamless experience. ![]()
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