Customer Experience Design

The future of retail is delivering amazing online experiences across all available touch points (including physical retail).

Greg Randall has developed a proven methodology that has come from working alongside the top customer experience design specialists in the world (based in the USA).

Today's consumer wants to be in full control of his/her information gathering and/or buying journey. Added to this is the consumer's loyalty has swapped to now being more loyal to his/her own intent than a brand.

If the online experience is not designed to a consumer's expectation, you not only risk losing an online sale, you also risk losing an in-store sale.

To gain a deeper understanding of how Greg delivers a high standard of customer experience design plan which leads to a lift in business performance, you can read the following...

Buy Greg's book...."The 10 Principles in creating online experiences" or you can read a condensed version in Greg's blog here.

Read an article written by Greg explaining the process behind the creation of the customer experience design plan and the wider digital strategy.

Buy the book

How can customer experience design lift financial performance?

For those still not sure about this concept of customer experience design, here is another way to communicate how it can work for your business and more importantly your customers:

1. Aligning retailer selling to consumer buying

In the physical world where "face to face" selling occurs, sales people begin with their standard selling approach hoping it's relevant to the consumer. A good salesperson will read the consumer's visual (body posture) and/or verbal cues to know if the content he/she is presenting is of value.

Based on this feedback, an effective sales person will adjust the sales approach to maintain the positive cues.

The salesperson must effectively deliver the following:

  1. Personal presentation reflecting the brand
  2. Personality reflecting the brand
  3. Use of language consumers understand (no jargon)
  4. Knowledge of the product
  5. Use of guided selling tools
  6. Applying closing techniques at the right time

All of the above must align to the consumer's expectation. Also important is the order this information is presented. There is no point in attempting to close the consumer until he/she has the right amount of information satisfying his/her information gathering process.

Websites must do the same thing. Since a website does not have the luxury of reacting to visual/verbal cueing, it must anticipate the consumer's buying process.

This is what the process of creating an experience design plan delivers. Put simply, it is the map dictating how the digital channel is meant to behave and interact with consumers to anticipate their buying and information gathering journey.

When retailers get this right, they are delivering amazing online experiences.

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2. Keeps the retailer connected to its new and existing customers

The process of undertaking an experience design process forces retailers to understand their existing customers and a new target consumer. The positive ripple effect of this is clarity comes in more meaningful marketing communications and a more robust new customer acquisition strategy.

3.  Customer experience design planning is sales training for your digital channel

3. Customer experience design planning is sales training for your digital channel

Look at this process as sales training for your digital channel.

Traditionally, retailers invest heavily into the sales training of their employees by educating them on new products, teaching methods in interacting, engaging and selling to customers.

This training emphasis also applies to the digital channel.

When an employee moves on, the investment and knowledge put into the employee is gone: (many times this employee ends up working for a competitor).

Once Greg Randall completes the "sales training", the lift in performance of the digital channel continues to add value indefinitely.

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