There is a lot of talk today about the customer journey in retail. What is the customer journey? It is a process that the customer goes through from initial awareness of a company or brand through the process of liking, knowing, trusting and eventually engaging with the brand in a transaction or other long-term relationship.
This has been the process of successful companies working with customers way before Twitter or Facebook was a gleam in the eye of some savvy marketers and coders. Today, we know that the environment has changed as retailers embrace technology to achieve better results.
I’ve heard some well-meaning people complain that Amazon.com is taking sales from more traditional retailers and something should be done to stop that. I can understand their concern as I would want to have no competition for what I do.
Successful retailers (and businesses in general) must constantly improve the customer experience by developing better business acumen and situational awareness.
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