The ‘back of house’ – the operational systems like ERP – and the ‘front of house’ – client-facing activities – are being harmoniously synchronized. This marriage is underpinned by the quintessence of connection: creating seamless experiences for clients beyond the transactional. It’s about fine-tuning operations, from inventory management to bespoke client interactions, while adapting to the post-pandemic market where local clientele gain prominence. Technology now enables the vision of ‘one stock,’ where purchase possibilities are boundless, transcending the confines of a single store. Omnichannel prowess is not just about offering varied services, but embodying a brand ethos where client information flows ubiquitously, ensuring every touchpoint is informed and every client interaction is deeply personalized through well-orchestrated clienteling initiatives. Data analysis for client segmentation should not only focus on annual metrics (the last 12 months) but to consider the entire lifetime value and engagement of a client. This longitudinal perspective allows for a deeper understanding of a client’s behaviour, preferences and potential value over time, fostering more strategic and personalized clienteling efforts that resonate on a more individual level. It’s about recognizing the full narrative of a client’s journey with the brand, beyond the confines of a solar year. Technology is a powerful enabler providing new ways of collecting and valorizing data to ideate effective strategies to nurture the relationship with clients. These strategies have tangibly improved key performance indicators like stock rebalancing, inventory levels, checkout times and the accuracy of client service. It would celebrate the sales associates, armed with data, who now have the power to elevate the customer experience through personalized recommendations and strategic cross-selling, thereby boosting the average transaction value and cementing the relationship between clients and brand.
How to build a 360° view of the customer to nurture personalized relationships
Lojacono, Gabriella
2024
Abstract
The ‘back of house’ – the operational systems like ERP – and the ‘front of house’ – client-facing activities – are being harmoniously synchronized. This marriage is underpinned by the quintessence of connection: creating seamless experiences for clients beyond the transactional. It’s about fine-tuning operations, from inventory management to bespoke client interactions, while adapting to the post-pandemic market where local clientele gain prominence. Technology now enables the vision of ‘one stock,’ where purchase possibilities are boundless, transcending the confines of a single store. Omnichannel prowess is not just about offering varied services, but embodying a brand ethos where client information flows ubiquitously, ensuring every touchpoint is informed and every client interaction is deeply personalized through well-orchestrated clienteling initiatives. Data analysis for client segmentation should not only focus on annual metrics (the last 12 months) but to consider the entire lifetime value and engagement of a client. This longitudinal perspective allows for a deeper understanding of a client’s behaviour, preferences and potential value over time, fostering more strategic and personalized clienteling efforts that resonate on a more individual level. It’s about recognizing the full narrative of a client’s journey with the brand, beyond the confines of a solar year. Technology is a powerful enabler providing new ways of collecting and valorizing data to ideate effective strategies to nurture the relationship with clients. These strategies have tangibly improved key performance indicators like stock rebalancing, inventory levels, checkout times and the accuracy of client service. It would celebrate the sales associates, armed with data, who now have the power to elevate the customer experience through personalized recommendations and strategic cross-selling, thereby boosting the average transaction value and cementing the relationship between clients and brand.
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