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Customer experience can be the differentiator in e-commerce

This article was based on the interview with Craig Moore of Körber Supply Chain by Greg Kihlström, Digital Transformation keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:

Customer experience is key in the retail industry. The next two to three years of Order Management Systems (OMS) will continue to focus on the importance of communication with customers, especially when it comes to returns from e-commerce purchases.

A seamless and efficient returns process can make a significant impact on a customer’s perception of a brand and thus their customer experience. In today’s world, where convenience and speed are paramount, retailers must prioritize customer service and satisfaction to retain customers and build brand loyalty.

Looking ahead, customer behavior and preferences are expected to trend towards faster and more seamless experiences. The expectation of quick delivery and efficient service will only increase in the coming years. The 24-hour turnaround time for orders may soon be considered unacceptable, with customers expecting instant gratification. Retailers will need to adapt to these changing preferences by offering faster delivery options and streamlining their order management processes.

In addition to speed, personalization and convenience will also play a crucial role in shaping the future of customer experience. Retailers must leverage technology to tailor their services to meet individual customer needs and preferences. For example, in the grocery industry, customers may prefer the convenience of online ordering and delivery, while others may still enjoy the experience of shopping in-store. By offering a variety of options and personalized experiences, retailers can cater to a diverse range of customer preferences and enhance their overall satisfaction.

Events like ShopTalk provide retailers and technology platforms with the opportunity to connect and share ideas for improving customer experience. One key insight gained from the show is the importance of balancing technology and human resources in order management. While automation and artificial intelligence can enhance efficiency, human employees remain essential for managing exceptions and providing personalized customer service. By empowering employees with the tools they need to excel in their roles, retailers can ensure a high level of customer satisfaction and build long-lasting relationships with their customers.

Customer experience is key in the retail industry. By prioritizing order management, investing in efficient logistics, embracing technology, and focusing on delivering exceptional customer experiences, retailers can differentiate themselves from the competition and drive growth in the retail industry. By understanding and meeting customer expectations, retailers can build trust, loyalty, and ultimately, a successful and sustainable business.