Inside the Customer Experience

The Omni-Channel Customer Experience

Just when you think you’re set with your customer experience plan….

Omni-channel marketing may be a new term for you; if so, you’re not alone. In simplistic terms, all this means is that the customer experience extends beyond the in store, onsite experience. Customers today expect more, and want to interact and do business with companies where THEY want – and often times lately that may not be in store. Omni-channel experiences allow customers to interact with your company seamlessly in a variety of ways, whether it be mobile, onsite, catalogs, apps, etc and have the same experience no matter what they’re doing. This differs from the multi-channel approach, where there are multiple ways to do business with a company, but you cannot conduct the same business at every touch point. Companies need to tie it all together so that a customer can get what they need no matter where they are or what device they’re using.

Between social media, online shopping, and now increased mobile techonology, businesses need to expand their experience to cover all aspects – thus the term omni-channel. Most companies these days have brick and mortar locations and online shopping available. This is a good start, but it’s time to consider mobile applications to allow customers yet another way to interact and do business.

One industry where this is true is banking. According to a study conducted by Cisco, bank customers prefer various methods to engage with their bank. Yes, they still visit the branches, but find that virtual options are also sought out. The study revealed that 78% of respondents prefer web applications to pay bills and monitor accounts, and video is also becoming a trusted source for bank customers.

Think about your company’s customer touch points – are they truly seamless, or do you make it difficult for customers to reach a certain goal or make a purchase from all types of contact? Omni-channel experiences will become the norm at some point in the future, so now is a good time to work toward that goal within your company.

Stumbling Block? Think Outside the Box

Good businesses know that a stumbling block is just a block, not a challenge that cannot be overcome. It’s time to think outside of the box and find a workaround!

This came to mind when I recently shopped at Target. As always, the cashier did the dutiful task of asking if I would like to open a Target credit card. And, as always, I politely declined and stated that I did not want or need another credit card, since I always try to use cash or my debit card.

Now, I’ve said this every time this is offered to me, no matter what store I’m in, but this time I got a different response than the usual “okay” and continuing the transaction.

The cashier asked if I would like the debit card option, and started to explain that I could get a Target debit card that would be tied to my checking account, and can only be used at Target, but would still allow me to get 5% off purchases and donate to a school of my choice. I had no idea!

Unfortunately, I needed a blank check to get started, which I didn’t have on me, but it’s good to know. Next time I visit Target I will be sure to bring one.
This is a good example of a workaround to a potential stumbling block – with the current economy, many people do not want the added burden of another credit card. Target saw this as an opportunity and found a suitable workaround for those who feel this way; they can still enjoy the benefits while not adding to their credit.

On another note, it made me wonder from a customer service standpoint. I don’t visit Target too often, but as I said, I always give the same response when offered the credit card. This is the first time I’ve been given this explanation. Thinking this was new offering, I did some digging and found that it has been in existence for at least two years now (possibly longer), but this is the first time a cashier has listened to my objection and offered a response, one that was very fitting to my objection. Had I had my checkbook, I would have signed up for it right then and there knowing this information.

It’s a good lesson not only in thinking outside of the box to get over potential hurdles, but in ensuring that training staff to listen to the customer, offer solutions, and be effective and thorough in explaining promotions or loyalty programs for the best success possible.

“Have The Courage To Start With The Customer”

This was the one piece of advice Groupon’s ex-CEO shared with his staff in his resignation to his employees last week. The full quote of the memo reads:

“If there’s one piece of wisdom that this simple pilgrim would like to impart upon you: have the courage to start with the customer. My biggest regrets are the moments that I let a lack of data override my intuition on what’s best for our customers.”

This can be true for employees too – don’t let the numbers get the best of you, your employees, or your customers. It’s a no win situation.

This quote led me to thinking about experiences others have shared in the workplace that speak to this very quote. These are instances in which data seems to be overriding what is in the best interest of customers and employees:

1. One retail chain sent a memo to its staff saying that it’s taking them too long to clock out once their shift is over. The “policy” is that all employees clock out within 5 minutes of leaving their register – data shows it is taking an average of 5 minutes, 30 seconds. Management stated the employees would be watched to make sure the 30 seconds is shaved off their timings. Never mind that the time clock is in the very back of the store, and employees are required to put away returns once they are off the register before they can leave.

2. I was a customer in a store recently and stopped an employee walking by to ask for help. The employee said, “I’m so sorry I can’t help you. I’m getting back from lunch and not on the clock. I can get in trouble if they see me helping you off the clock.” What? I can see the logic, but again, it would take two seconds for the employee to answer my question. As a customer, this not only sends the message to me that employees can’t help me if they’re not “on the clock” but it also made me wonder what kind of environment the employees are working in.

3. A grocery chain employee shared that their location keeps registered understaffed to keep “numbers down.” As a result, customer complaints have risen and long lines ensued. Staff and customers shared this insight with management, but it fell on deaf ears. Meeting numbers was more important than customer satisfaction.

4. An employee with a company truck recently shared a story of how the company has installed GPS systems on each company owned vehicle to track driving time, etc. Definitely a good concept to ensure that staff are where they are supposed to be, not using the company vehicle for excessive personal purposes, and the like, but imagine the employee’s surprise when he received an angry call from the boss about an “unexplained deviation” from his route.

He was working near his child’s school when they called to say she was running a high fever and needed to go home. His wife was at work an hour away and could not leave to pick the child up. He alerted his supervisor that he would be stopping to pick his child up and take her home, which was all in close proximity to the job site. This was approved, but the boss didn’t see eye to eye with this and offered a lecture on personal use of the vehicle. While definitely understood, this was an extreme case by an employee who has never once broken this rule and did ask for permission beforehand. The boss explained that they need to keep “with the numbers” on vehicle use and expenditures, and he was written up for his “deviant behavior.”

All of these examples show that data is overriding decisions that are in the best interest for the employees and customers. Times are tough, no doubt, and everyone is trying to do as much as possible with as little as possible, but at what cost?

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