{"id":10737,"date":"2017-08-21T15:41:21","date_gmt":"2017-08-21T12:41:21","guid":{"rendered":"https:\/\/www.gpec.ro\/blog\/?p=10737"},"modified":"2017-08-21T15:43:13","modified_gmt":"2017-08-21T12:43:13","slug":"5-steps-customer-journey","status":"publish","type":"post","link":"https:\/\/www.gpec.ro\/blog\/en\/5-steps-customer-journey","title":{"rendered":"5 steps to creating a smooth customer journey"},"content":{"rendered":"
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\"\"Friction, your old school physics textbook will tell you, is the force created between two surfaces that slows a moving object down. According to Internet Retailing<\/a>, in a retail sense, that moving object is the consumer, and the friction that slows them down (and sometimes stops them altogether) is the unwelcome combination of processes and technology that gets in the way of the simple, seamless shopping experience.<\/p>\n

1. Map the journey<\/h3>\n

Mapping your customer journeys helps you look at the experiences you offer from the customer perspective. Where are the friction points \u2013 the points that stall or derail the buying process? From being unable to try on a garment browsed online to complicated check-out processes, only when you understand where the pain points are can you begin to address them.<\/p>\n

2. Spot the friction<\/h3>\n

There is rarely a single source of friction in any retail business; no single \u2018smoking gun\u2019 of customer frustration. Rather, friction in the retail sense is typically a cumulative thing.<\/p>\n

3. Online to offline, seamlessly<\/h3>\n

Buying decisions don\u2019t happen on one channel so enabling a seamless shift from online to offline (or vice versa) is a core part of the frictionless journey. Bonobos<\/strong>, the online retailer, has created a showroom that\u2019s primarily a place for customers to try things on and get expert fashion advice. Items bought at store are then shipped to the customer creating a rare combination of a digital and physical shopping experience.<\/p>\n

4.\u00a0Stay human<\/h3>\n

The role of technology in creating the frictionless customer journey is to reduce the burden \u2013 in terms of time, effort, thought or cost \u2013 of buying.\u00a0Arguably, there has never been a more vital time for retailers to understand customers in a rich and meaningful way. Building an emotional connection is what will give retailers a passport to continue engaging with customers once the General Data Protection Regulation (GDPR) is a reality, which may go some way to explaining why many companies are exploring combinations of facial recognition and bio-analytic technologies to understand customer moods and how they can respond to them.<\/p>\n

5.\u00a0Finding friction<\/h3>\n

To remove one level of friction simply reveals another. As with any other area of human advancement, the more you do, the more we expect. Which makes pursuing the frictionless journey now all the more important.<\/p>\n

\u2192 Read the report Amaze Generation: Digital Me<\/a> (PDF file)<\/strong><\/p>\n

Photo: the report quoted above<\/h6>\n
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Friction, your old school physics textbook will tell you, is the force created between two surfaces that slows a moving object down. According to Internet Retailing, in a retail sense, that moving object is the consumer, and the friction that slows them down (and sometimes stops them altogether) is the unwelcome combination of processes and technology that gets in the way of the simple, seamless shopping experience. 1. Map the journey Mapping your customer journeys helps you look at the experiences you offer from the customer perspective. Where are the friction points \u2013 the points that stall or derail the buying process? From being unable to try on a garment browsed online to complicated check-out processes, only when you understand where the pain points are can you begin to address them.<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-10737","post","type-post","status-publish","format-standard","hentry","comments-off"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/10737","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/comments?post=10737"}],"version-history":[{"count":4,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/10737\/revisions"}],"predecessor-version":[{"id":10750,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/10737\/revisions\/10750"}],"wp:attachment":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/media?parent=10737"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/categories?post=10737"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/tags?post=10737"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}