By Randy Saunders

Today’s consumer expects a convenient shopping experience that seamlessly spans all retail channels. For example, a shopper may utilize the web, the store, and the call center to:

• research products (features, comparisons, availability)
• complete a purchase
• seek after-sales service and support

This is becoming more and more common. According to a ... Read More

IBM has published a new whitepaper for retailers who want to use customer experience as a competitive differentiator.

While retailers are heeding the daily drumbeat of pundits on the importance of focusing on the customer experience, a gap remains between what retailers are delivering and what shoppers expect. Retailers can close this gap by systematically integrating knowledge of what their best customers want and expect from their brand into every core operational decision. This is where the bar will be set for retailers – to turn shoppers into advocates and create a sustainable, differentiated advantage.

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