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POWERED BY GROCERYSHOP 2018 PERSONA CUSTOMER EXPERIENCE CAPTAIN As the Customer Experience Captain, you want to break down organizational silos to create a “customer-first” culture. It’s important that you have a holistic, 360° view of the customer as they interact and transact across physical and digital channels. Your goal is to deliver a consistent experience along the whole path-to-purchase customer journey. YOU REALIZE: • Consumers, especially millennials and Gen Z, are more digitally connected and informed than ever before. • Consumers use multiple channels simultaneously and expect a consistent experience. • Consumers are in the driver’s seat, as to how, when, where, and with whom they shop. • Customer retention is cheaper than customer acquisition and can deliver a higher ROI. ROADBLOCKS TO TACKLE: • Difficulties in converging multiple data sources from multiple legacy systems, gaining accessibility and visibility, and achieving a “single version of the truth” throughout the company. Other key challenges: PEOPLE: not having the “subject matter expertise” in inventory and data management, as well as technology platforms and providers. PROCESS: real-time visibility to customer, product, price, inventory and order information across all channels. TECHNOLOGY: selecting a single platform that allows for an integrated seamless and personalized customer experience, knowledge-sharing, and smart communications across all touch points (in-store, webstore, mobile, social media, call center, etc.) CAPITAL: ensuring there is enough capital to invest in technology and people, resulting in engaged and loyal customers and the experience they expect NEED HELP? STOP BY THE CONCIERGE BOOTH #501 www.fitforcommerce.com | [email protected]

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Page 1: CUSTOMER EXPERIENCE CAPTAIN - FitForCommerce€¦ · CUSTOMER EXPERIENCE CAPTAIN As the Customer Experience Captain, you want to break down organizational silos to create a “customer-first”

POWERED BY

GROCERYSHOP 2018 PERSONA

CUSTOMER EXPERIENCECAPTAIN

As the Customer Experience Captain, you want to break down organizational silos to create a “customer-first”

culture. It’s important that you have a holistic, 360° view of the customer as they interact and transact across

physical and digital channels. Your goal is to deliver a consistent experience along the whole path-to-purchase

customer journey.

YOU REALIZE:

• Consumers, especially millennials and Gen Z, are more digitally connected and informed than ever before.

• Consumers use multiple channels simultaneously and expect a consistent experience.

• Consumers are in the driver’s seat, as to how, when, where, and with whom they shop.

• Customer retention is cheaper than customer acquisition and can deliver a higher ROI.

ROADBLOCKS TO TACKLE:

• Difficulties in converging multiple data sources from multiple legacy systems, gaining accessibility and visibility, and achieving a “single version of the truth” throughout the company.

Other key challenges:

• PEOPLE: not having the “subject matter expertise” in inventory and data management, as well as technology platforms and providers.

• PROCESS: real-time visibility to customer, product, price, inventory and order information across all channels.

• TECHNOLOGY: selecting a single platform that allows for an integrated seamless and personalized customer experience, knowledge-sharing, and smart communications across all touch points (in-store, webstore, mobile, social media, call center, etc.)

• CAPITAL: ensuring there is enough capital to invest in technology and people, resulting in engaged and loyal customers and the experience they expect

NEED HELP? STOP BY THE CONCIERGE BOOTH #501

www.fitforcommerce.com | [email protected]

Page 2: CUSTOMER EXPERIENCE CAPTAIN - FitForCommerce€¦ · CUSTOMER EXPERIENCE CAPTAIN As the Customer Experience Captain, you want to break down organizational silos to create a “customer-first”

NEED HELP? STOP BY THE CONCIERGE BOOTH #501

POWERED BY

RELATED RESOURCES IN THIS PACKET

To help you navigate the expo hall, check out the category map for some of the solutions and

technologies that you will want to explore.

FitForCommerce has also developed Best Practices Checklist and Key Questions to Ask Providers designed to help you prepare and make the most out of your time

at Groceryshop.

Date

Oct 29

Oct 29

Oct 29

Oct 29

Oct 29

Oct 29

Oct 30

Oct 30

Oct 31

Time

8:30-9:10AM

9:15-9:55AM

10:00-10:40AM

4:15-4:55PM

5:00-5:40PM

5:00-5:40PM

10:00-10:40AM

3:30-4:10PM

9:00-10:00AM

Location

Track Room 2

Track Room 1

Track Room 2

Track Room 1

Track Room 1

Track Room 2

Track Room 2

Track Room 2

Track Room 1

Type

Session

Keynote

Keynote

Session

Session

Keynote

Session

Session

Workshop

Session title

Disruptive Startups Enabling New Customer Experiences

Convenient Shopping Experiences and Products

Using Customer Data to Create New Shopping Experiences

Advances in Shopper Marketing

Data-Driven Marketing: AI, Personalization, and Beyond

Harnessing Innovation to Create New Shopping Experiences

Frictionless Shopping Experiences: International Perspectives

Mobile Experiences in the Shopper Journey

Managing Next Generation Customer Relationships

RELATED SESSIONS

www.fitforcommerce.com | [email protected]

Page 3: CUSTOMER EXPERIENCE CAPTAIN - FitForCommerce€¦ · CUSTOMER EXPERIENCE CAPTAIN As the Customer Experience Captain, you want to break down organizational silos to create a “customer-first”

POWERED BY

973.379.7399 | [email protected] | www.fitforcommerce.com

CUSTOMER EXPERIENCE CAPTAIN

Omnichannel: Best Practices

1. Customers who buy from multiple channels spend more than a single-channel shopper. When customers can shop and interact seamlessly across all your channels, the revenues, loyalty and lifetime value of these customers will increase – often dramatically. Your customers will convert at higher rates, return to your stores, website and catalog more often, and spend more – 3.5x more than a single channel shopper – if you have a strategy and infrastructure to support a omnichannel experience.

2. There are as many channels as you think – maybe more. It’s no longer just about stores, ecommerce and catalog. Mobile and social have rapidly ascended as revenue drivers and customer touchpoints alongside more traditional channels. Don’t assume that you will drive more revenue – regardless of where the cash register ultimately rings – from your website than your mobile or social presence. It depends on your business and your customer.

3. Prioritize the most valuable channels within your omnichannel strategy. If you have multiple channels you will have different priorities and should plan your strategy and investments appropriately. Your objective should not only be to maximize your ROI based on whether you are primarily a brick-and-mortar retailer or a web retailer – but also with an eye towards where your greatest opportunities are for driving future profitable growth in terms of revenues and customers.

4. Creating an omnichannel experience is about knowing who your customers are. Demographics, psychographics and sales data are important. But knowing what your customers prefer and buy – when, how and where – is the core critical data. Do customers near stores behave differently? You cannot assume Facebook and Twitter are less relevant to a mature baby boomer – or that young customers will embrace these same vehicles. Analytics, testing and careful allocations of spend across proven channels and newer options in this evolving landscape are critical.

5. Planning for multiple channels and cross-channel interaction is an art and a science. Customers may want to research or order online and pick up in-store, locate your closest store on their phone and find out what’s in stock, or see if their friends like their selections and then order the item via Facebook. Customers are crossing channels in many directions, so enabling this experience can win incremental revenue and build loyalty.

6. Branded manufacturers, wholesalers, retailers can all win. Branded manufacturers and wholesalers need to balance driving traffic to retail partners while managing channel conflict. Department stores may have unique potential to regain prominence in the retail world and maximize store revenue from cross-channel traffic.

7. Extend your digital offering. Store assortments need not be limited by the four walls. ‘Extend your aisles’ and leverage enterprise selling with kiosks, tablets and special order capabilities – whether assisted or self-serve. Inventory need not be limited by store stock or even your own DC – ship-to-store, ship-from-store, intra-store transfers and drop shipping can increase overall company turns as well as capture sales of goods never held in your own inventory.

8. Inform customers across touchpoints. The ability to inform, advise and convert your customers in store or in the call center is no longer constrained by the experience and acumen of your floor staff or customer service reps. Astute content management and alignment of promotional opportunities across channels, as well as use of QR codes and CRM tools, enable you to maximize the ROI of available offers, provide deep product content and realize cross-sell and up-sell opportunities.

9. Break down silos. The mandate for collaboration must flow from the top of the organization, and the cross-functional and cross-channel integration required for success needs to be developed and fostered at all levels and in all directions of the company. The right organizational structure, operational alignment, resource planning, incentives and metrics for team members are important.

10. Leverage strengths of each channel. Each channel has its own unique advantage in creating a powerful customer experience. The web provides rich content and personalization, stores offer live customer assistance and tactile products, mobile offers convenience, guided shopping and loyalty. While it is difficult to fuse all channels into a consistent offering and customer experience, know what you can achieve and leverage it to your advantage, such as tailoring the merchandise and service offering.

11. Many channels, one brand. Make sure your brand message and value proposition are consistently communicated and coordinated across all your channels and touchpoints. The availability of multiple channels provides greater opportunities to reinforce your brand and create a deeper relationship with your customer.

12. No single provider offers a complete spectrum of solutions. You should review each type of solution and each vendor to understand how it will enable your omnichannel strategy – whether that is a new capability, a more efficient process, an easier way to manage, a reduction in cost, or a foundation for a longer term goal.

Page 4: CUSTOMER EXPERIENCE CAPTAIN - FitForCommerce€¦ · CUSTOMER EXPERIENCE CAPTAIN As the Customer Experience Captain, you want to break down organizational silos to create a “customer-first”

POWERED BY

973.379.7399 | [email protected] | www.fitforcommerce.com

CUSTOMER EXPERIENCE CAPTAIN

Omnichannel: Key Questions to Ask Providers

Company

1. How long have you been in this business?

2. How many clients have you sold? How many have you lost, and why?

3. What type of clients fall into your “sweet spot”?

a. Do you consider your solution to be best for small, medium or large businesses?

4. What peripheral or supporting services do you offer (e.g., design, customization, integration)?

5. Can you provide case studies for 3 clients in my vertical?

Products / Services

1. What is the breadth of your offering for an omnichannel solution?

a. Cross-channel marketing & commerce

b. Enterprise fulfillment

c. Clienteling

d. 360 degree customer care

2. Do you have more experience with stores, online, mobile, social, or catalog retailers? B2B vs. B2C?

3. In what ways are you helping lead your clients to implement better solutions? What strategy services do you provide?

4. How well have you integrated with legacy systems or other providers to help build out an omnichannel solution?

5. Do you offer professional services to assist with implementation or integration with existing systems?

6. Does it typically require a lot of customization to integrate with existing systems?

7. Can your solutions accommodate many different kinds of data inputs and outputs?

8. Do you recommend a middleware layer?

9. Does your solution typically require significant business process change? How do you help address that?

10. What is your typical timeline to complete implementation?

11. What skills does my organization (or hired third party) need to implement this solution?

12. What type of training do you provide to use your solution?

13. What technical support services are available?

14. Is your support team located in the US or abroad? What is your SLA for support issues?

15. What ROI should I expect from implementing your solution? How do you compare on a TCO basis with your competition?

Features

1. What key features are included in your solution?

2. What unique differentiating features do you offer? Name your top 3.

3. Is there a key feature you have that none of your competitors have?

4. What features are currently missing that many of your competitors have?

5. What features are on your roadmap?

6. What is your product’s competitive advantage? Why? Price? Features? Ease of use? Flexibility? Don’t say “all”.

7. Is your platform geared strictly to B2C sales or is there special B2B functionality available as well?

8. How does your platform address the evolving security standards?

9. Tell me about why (each of) your system component(s) is better as a standalone solution or as part of your integrated offering.

10. What redundancy and disaster recovery do you have in place?

Pricing

1. How do you price your solution?

a. Are there different pricing levels?

2. Do you provide upgrades based on your product roadmap?

a. What drives your roadmap?

b. How often are upgrades deployed?

3. How do you charge for annual support? What about maintenance?

4. Are there any additional fees (e.g., implementation)?

Page 5: CUSTOMER EXPERIENCE CAPTAIN - FitForCommerce€¦ · CUSTOMER EXPERIENCE CAPTAIN As the Customer Experience Captain, you want to break down organizational silos to create a “customer-first”

POWERED BY

973.379.7399 | [email protected] | www.fitforcommerce.com

CUSTOMER EXPERIENCE CAPTAIN

Personalization: Best Practices

1. Personalization begins with data and segmentation. Effective personalization is based on good data and improving it over time. Leverage the data you have now, but identify the data you believe you will ultimately need (what products are ordered together, do they get reordered, etc.).

2. Start organizing your customer data and their segments. Leverage existing customer behavioral and transactional data, identify the data needed to further personalization efforts, and put together a plan for how data should be collected. This includes not only interactions related to the shopping process, but also external interactions like clicking a link in an email campaign or contributing to a product review. Use data to identify groups of similar customers and create personalized paths for them.

3. Target customer segments. Start personalization efforts on easily- identifiable segments (e.g., first-time visitors, visitors from particular geographic locations, visitors referred from specific sites or search terms).

4. Link analytics, search, CRM and web content management technologies. These tools are critical to gathering the necessary data for personalization. Work with these systems through all channels to optimize data collection and use it to deliver the most complete personalized content possible throughout the shopping journey.

5. Consider 3rd party personalization tools that can configure product recommendations based on rules and data. Personalization tools gather customers’ transactional and behavioral data, their demographic profile and wish lists. You should anticipate what the customer may want before they want it, by leveraging the user’s unique data. Make sure the tools you use are capable of this back-end to power front-end recommendations.

6. Personalization is an ongoing and continuous process. Don’t simply implement and launch and assume the improvement was worth the effort. Trials, evaluation and process automation will involve significant financial and human investment, but the incremental results will be worth the effort.

7. Personalization should extend beyond web to include email, mobile and social. Since you typically have more information about customers who have signed up to receive emails or are involved in social media, these could be the most effective venues for personalization. Mobile also gives you the added ability to identify your customer’s geographical location, adding an additional dimension to personalizing.

8. Data integrity is critical to optimizing personalization. Your back-end database is the gatekeeper for your personalization efforts. Develop practices to de-duplicate, cleanse and validate data on an ongoing basis. If data integrity is not maintained, it is much more difficult to go back to clean up.

9. Consumer privacy is crucial. Personalization requires leveraging customer interactions across many channels. It is critical to keep all data private and secure. Have a thorough privacy policy that is easily accessible. Remember, effective personalization requires subtlety, but is also requires transparency to build customer trust.

10. Understand how personalization affects your business metrics (conversion, sales growth, engagement, etc.). Understand why this is a business priority and what metric growth you expect to gain. Personalization requires a significant investment of time and attention, and results might not be immediate, so a firm commitment (and a capable technology team) is required.

Page 6: CUSTOMER EXPERIENCE CAPTAIN - FitForCommerce€¦ · CUSTOMER EXPERIENCE CAPTAIN As the Customer Experience Captain, you want to break down organizational silos to create a “customer-first”

POWERED BY

973.379.7399 | [email protected] | www.fitforcommerce.com

CUSTOMER EXPERIENCE CAPTAIN

Personalization: Key Questions to Ask Providers

Company

1. How long have you been in this business?

2. How many clients have you sold? How many have you lost, and why?

3. Is your solution geared more toward enterprise, mid-market or the SMB space?

4. What peripheral or support services do you offer (e.g., data mining, content management, analytics, SEM, consulting/implementation)?

Products / Services

1. Would you characterize your solution as a comprehensive bundle that includes technology, strategy and implementation or as a hosted application that requires that I provide much of the content and effort to make it valuable?

If comprehensive:

a. What professional services (e.g. strategy, segmentation analysis, and implementation) do you provide?

b. How complex is the launch cycle process? What specialized skills are needed from my company?

If hosted application:

a. What internal IT skills are required? How does support work?

2. How many transactions per month does my website require before your statistical algorithms become valid? How many orders per product?

a. What data can and should be uploaded? Past order history, analytics, etc.?

b. What type of skillset does my team need in order to integrate a feed or import past data on an ongoing basis?

3. What technical support services are available?

a. Is your support team located in the US?

b. What is your SLA for support issues?

4. Do you have a support knowledge base, community forum, or applications that are shared by customers?

5. How do I ensure I own and control my data in the event I need to change platforms?

6. Do you evaluate customer behavior based on data generated from my websites only or do you aggregate a wider base, including data from your other customers?

a. What about consumer behavior on websites that are not your customers?

7. Please explain your statistical algorithms.

8. Do you have support for or integrate with Order Management platforms for Customer Service?

Features

1. What is your product‘s competitive advantage over other personalization packages?

a. Mathematical algorithms? Access to a wider database? Third-party support? Price? Ease of use? Don’t say “all of the above”.

2. What key features are included in your solution? What features are currently missing or are on your roadmap?

a. What features do most retailers love? What about customers?

3. What are some of the exciting initiatives other retailers are doing with personalization?

4. How should I prioritize mobile (geo-targeting/beacons) vs. online?

5. What is your experience with social strategy / integrations?

6. Following implementation, how much performance improvement is automated vs. manual?

a. How much monthly time should I spend on optimization efforts?

7. Is your service a replacement for my existing eCommerce features? How do you integrate with them?

8. How does your platform integrate (functions and data) with search, eCommerce, and analytics? Please list your standard and custom built integrations.

a. Do I have to completely re-organize my eCommerce data in order to use your product? If not, how does it work?

9. Do you have a management console?

a. Does it include reporting and a dashboard?

b. Describe your reporting capabilities (batch vs. real-time, ad hoc, etc.).

c. Please provide a list of standard reports.

10. What strategies do your clients employ to address privacy and security concerns?

Pricing

1. How are you priced? Flat fee, support fee, variable by usage?

2. Are there any additional fees (e.g., implementation, transaction costs, and overages)?

3. Please provide an estimate of my total annual cost for your service, including an ROI model.

a. How much will I need to improve sales in order to justify this investment?

Page 7: CUSTOMER EXPERIENCE CAPTAIN - FitForCommerce€¦ · CUSTOMER EXPERIENCE CAPTAIN As the Customer Experience Captain, you want to break down organizational silos to create a “customer-first”

Groceryshop 2018 .

S21 633

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S19 629

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S17 625

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S9 613

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S3 605

S2

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ENTRANCE

410

413 512

211 610

311 411 510

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217 316 519 618

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215 314 317 516 515 614

225 324 ATTENDEE LOUNGE 525 624

223 322 523 622

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219 318 521

Customer Experience

PRODUCT SHOWCASE

Shoeshine

Lounge

Rebook/

Hosted Q&A

TRACK 3 TRACK 2

331 430 431 530Podcast

Lounge329 428 429 528

606

505

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501

Concierge301300

604

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