The Interplays of Technology in Retail: Driving Superior Customer Service

As we live and breathe in the age of technology, retailers look to compete in customer service by adding new technology into the infrastructure. Technology promises to eliminate friction, deepen customer engagement, uncover insights, and automate processes. In fact, one could argue that artificial intelligence (AI) is reviving retail. Take chatbot-based interactions for retail sales, for example, which are forecast to almost double every year from $7.3 billion this year to $112 billion by 2023. But retailers are trigger happy.

To drive superior customer service, it's imperative that retailers understand the interplays of technology within their entire ecosystem. Adding the newest and most promising technology into the mix isn't the answer. First, identify the wants and needs of your customer. Then, approach technology with an inside-out view to understand the current core offerings and technology footprint before making changes to their environment. Lastly, once the technology and ecosystem are in place, validate and test to ensure friction is removed and standout customer experiences are cultivated.

As competition heats up to attract and retain customers, how can retailers ensure they come out on top while also providing superior customer service?

Deliver the Superior Customer Service Shoppers Expect

1. Redefine the status quo. Today, there are a number of companies aiming to disrupt industries and redefine the status quo. (Think Uber and Airbnb taking on the taxi and hotel industries, respectively.) By finding new avenues to compete in within an industry, companies can provide the most holistic experience possible while surprising and delighting customers. FedEx’s delivery robot, SameDay Bot, and Amazon’s delivery robot, Scout, both look to competitively redefine the delivery experience in today’s increasingly e-commerce-centric world. Customers want instant gratification, and companies that deliver what they want, when they want it are able to provide top-notch customer service.
2. Leverage real-time data. Oftentimes, businesses become too focused on isolated user touchpoints, leading to disjointed customer experiences. By leveraging real-time data, brands can look at a wider variety of insights for decision making. Walmart, for example, is integrating robots into its retail stores to scan shelves to ensure product availability, accurate location and correct pricing. The data collected in this process ensures shoppers won’t be disappointed when their favorite item is out of stock or located in the wrong aisle, elevating the entire customer experience.
3. Create frictionless transactions. A friction point within the customer journey can make or break a relationship. For e-commerce, the average abandonment rate for online shopping carts average at 69.57 percent, with reasons varying from required account creation to a complicated checkouts to website crashes. Retailers have to ensure a frictionless experience occurs at every aspect of their business. The introduction of Apple Pay and contactless payment is one example on removing friction for payment at in-store checkouts.

For retailers to come out on top, they should actively work to implement technology correctly within their ecosystem. This makes it easier to understand both the customer and the customer journey. The interplays of technology in retail will only go up from here — are you ready to deliver?

Rob Maille is co-founder and head of strategy and customer experience at CommerceCX, a company that helps organizations transform their technology and operations.