We have all attended a seminar at some point where an industry speaker has opened with “what makes a successful digital business?”.
A good response should be something along the lines of…
“the ability to continuously improve the delivery of communication, products and services to your chosen market(s) in the face of ever-evolving consumer or customer expectation”
… well, that’s the one I use (or should I say stole… ahem!).
Connected Comerce is exactly this. And in terms of commercial and business maturity, it is the positive and natural progression for businesses moving away from omnichannel thinking.
How a business achieves this is almost a secondary concern. You do not need to mention Cloud, APIs, UX or channels to understand the importance of the following:
The simple outcome we want from Connected Comerce is increased customer satisfaction.
Firstly, you should take an immediate snapshot of where you are:
The creation of internal customer ROI is a “win-win”. It is correlated with external customer success and should be embraced as a non-zero-sum game, across the enterprise.
Digital teams in the Commerce arena are often reliant on well-intended but slightly hit or miss activities such as:
These are customer 101 type exercises, perfectly valid, but the outcome is all too frequently a linear happy path which will most definitely include a phrase along the lines of “customer checks for better price at Amazon”… yawn!
Perhaps more importantly, it is outside of a living context and is treating the customer as a “sprite”. To address this, you should be asking:
Remember, it's about positive customer outcomes… not simple conversion.
From a strategic standpoint, “non-digital” managers provide significantly more valuable business input on facilitating change than those working in digital commerce roles. As the “internal customer”, they should be engaged with at outset and proactively questioning:
Visualising internal ROI, not only as bottom line reward but as an effective plan for growth, is the key to improving cross-team action and satisfaction.
When committing to change, we want to avoid exercises that deliver little value.
You need to appraise, quantify and qualify all touchpoints that a customer can engage with to identify which are of influence and sentiment vs moments of truth. (The questions from the previous section will help to drive this).
Moments of truth are a promise from the business to the customer in return for a “tangible” interaction (yes, that includes you Alexa).
If your technical or customer service teams do not deliver on that promise, you will lose the trust of your customer and potential future advocacy, key to a Connected Comerce strategy.
This is not purely “fix what is broken”, there is still room for creativity, experimentation and innovation… but the focus here is on improvement and rapid customer value.
When the goal is Connected Comerce, this is where the journey begins.