Excellence in Omnichannel Customer Experience: A Retail Success Story
Category : Riverbed
Is it just me? Or did the holiday shopping period start even earlier this year? Holiday commercials arrived on TV weeks before we even started to carve pumpkins for Halloween. Retailers are focusing, as usual, on providing an omnichannel customer experience. Their goal is to present a high quality user experience with their brand, no matter how customers engage with them.
To deliver an omnichannel customer experience, retailers aim to seamlessly integrate all available shopping channels. These include catalogs, TV, radio, brick and mortar stores, contact centers, the Internet, mobile, and social media. This integration supports customers as they move through the buying cycle, from discovery to trial, purchase, pick-up, and, in some cases, returns.
Doing so is easier said than done. But leading retailers are making it happen. Just look at Travis Perkins plc, the UK’s largest supplier of materials to the building, construction, and home improvement markets. With the help of SteelCentral Aternity, Travis Perkins plc is executing on a successful omnichannel customer experience.
Delivering an omnichannel customer experience requires monitoring end user experience
Seamless integration of customer shopping channels requires IT investments in a variety of areas—mobile, security, social media, analytics, etc. But it’s clear that a marketer’s focus on omnichannel customer experience must go hand-in-hand with an IT focus on end user experience.
To facilitate this type of customer experience, IT must take a user-centric approach to end user experience management. Just as the customer is at the center of omnichannel retailing, the end user must be at the center of the performance monitoring strategy.
This requires the ability to ensure excellent end user experience for all of the applications and any of the devices on which a customer relies for their purchase decision. Web and mobile are just a start. End user experience monitoring must also extend to the point-of-sale (POS) applications at kiosks and at registers in the stores and customer relationship management (CRM) apps used in contact centers.
A million dollar success story
You can read the full Travis Perkins plc success storyon the web, so I’ll just summarize some of the key points here.
The IT team at Travis Perkins is executing a digital strategy that will not only improve internal productivity, but also provide the best possible customer service for its colleagues. IT is focused on delivering an excellent omnichannel customer experience for the business critical applications used by both customers and the workforce throughout their 2,000 location presence in the UK.
Like many IT organizations, the separate IT teams had purchased a variety of domain specific monitoring tools to look at the portion of the infrastructure under their responsibility. But they recognized that they lacked visibility into the actual end user experience of the workforce, as colleagues interacted with customers in the design centers or in the store check-out lines.
IT knew that measuring infrastructure up-time is necessary, but not sufficient, for delivering an excellent end user experience. As Phil Wood, Head of Service Operations, said, “You can have all the technology working, but if the customer is not having a good experience, that’s where you start to lose sales and start to lose confidence in your brand.”
Watch this short video to see how Travis Perkins uses Aternity:
The team at Travis Perkins expects that their use of Aternity will produce quantifiable business benefits. Measuring actual end user experience in the branches and stores rather than blindly upgrading WAN circuits serving those locations enables Travis Perkins to project a $1M to $1.5M avoided WAN costs over the coming year.
Aternity addresses key End User Experience Management use cases for retailers
As the Travis Perkins video case study illustrates, Aternity addresses some key End User Experience Management use cases. You can see exactly how to use Aternity in these scenarios by clicking on the respective use case.
- IT can proactively identify and resolve end user issues quickly, without having to wait for store personnel or customers to complain.
- When upgrades to the network or applications are done, IT can validate the impact of a change on end user experience to determine whether or not that change actually improves things.
- And for companies that depend on third party SaaS vendors, cloud providers, or IT service providers, Aternity enables you to hold 3rd party vendors accountable to SLAs based on business processes.
See the graphic below for an illustration of how other companies in retail and packaged goods have used Aternity to address their critical use cases.
Begin your path to delivering an excellent omnichannel customer experience today!
If you’re ready to take the next step on your omnichannel customer experience, you can try Aternity End User Experience Monitoring for yourself. Register here for instant access to Aternity in our cloud environment and take a self-guided tour of the key digital experience management use cases.
Author: Mike Marks