look well beyond the shop floor Engaging customers and providing an excellent customer experience certainly involves providing an excellent experience in store. However, it involves much more than this, and it starts much earlier than this. Research by Aberdeen Group in the United States found that businesses that take an ‘omni-channel’ approach to addressing customer […]

look well beyond the shop floor Engaging customers and providing an excellent customer experience certainly involves providing an excellent experience in store. However, it involves much more than this, and it starts much earlier than this. Research by Aberdeen Group in the United States found that businesses that take an ‘omni-channel’ approach to addressing customer experience retain an average of 89% of their customers, while those that have weak omni-channel experiences retain only 33%. It is likely that the percentages will vary by industry and by target market, but I believe the point is very clear. Customer experience involves much more than customer experience on the shop floor or in the business. Customers must be engaged, and the customer experience must be optimal at every customer touch point. This will include, but may not be limited to: Social media The website The experience of being on hold when calling The…