However difficult it may be to attain, a great customer experience is only achieved through delivered excellence across all interactions throughout the customer’s chosen journey.
The customer journey is never a linear process – customers want to quickly and easily move across channels to research, shop, and interact with your brand and they expect their journey to be personalized. To complicate this further, the mobilization of retail has created a paradigm shift towards the convergence of the retail digital and physical experiences, which creates a need for real-time retail. Consumers are at the center of the retail universe, and the easiest way to meet their expectations is to create a consistent, personalized and satisfying shopping experience wherever, whenever and however they shop. Delivering on that experience requires a different approach and this sets the stage for unified commerce.
In that vein, BRP conducted the 2016 Customer Experience/Unified Commerce Benchmark Survey to understand retailers’ customer experience priorities and the evolution of unified commerce as a key enabler.
