A recent Harvard Business Review report found that getting the customer experience right is more important in retail than in all other industries combined. DAVID NOTHLING-DEMMER looks to some of the key trends shaping the shopper experience, as he chats with industry players about what CX excellence looks like, and what marketers should be doing to delight customers at every touchpoint.
The retail landscape has changed dramatically in recent years. From the impact of a global pandemic and the rising cost of living, to the introduction of new shopping technologies and channels, consumer behaviour has seen a big shift. Customers are no longer simply after cheap prices, but desire memorable, positive customer experiences across multiple touchpoints from brands and retailers they choose to do business with.
In a recent Salesforce-sponsored study by Harvard Business Review Analytic Services, researchers found that 82 percent of retailers say that improving the customer experience is their top priority.
This is no wonder, given that in 2021, three quarters of New Zealanders said they were dissatisfied with their experiences as customers, according to the Qualtrics 2022 Global Consumer Trends study. Based on insights from 1,000 consumers in New Zealand, Qualtrics found that 74 percent of people believe customer experiences need to be better.
Customer service support was the second most common area consumers wanted businesses to improve, behind prices and fees. Improving communications and online resources were also called out for improvement. Almost half of respondents said businesses need to care more about them (43 percent) and get better at listening to their feedback (41 percent).
“The coming year is critical for organisations across New Zealand as they continue to navigate macroeconomic issues – from talent shortages through to supply chain disruptions and rising costs – caused by the pandemic,” says Vicky Katsabaris, Director of XM Solutions Strategy at Qualtrics.
“Customer experience will be in the spotlight as consumers will not only demand higher
