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FM 328: Customer Journey (my customer journey (I have an idea of what I…

- - - - If purchasing online or even through social media I will go ahead and buy if the process is straightforward. If not I will opt to either make my way to a store and purchase the item there or further review my options and purchase a similar product from a competitor with a similar product.
      - I feel more confident in purchasing if the online/offline experience of a retailer is highly integrated.
- - - - A salesperson assists them in their purchase and synchs the retailers tagging technologies with applications on the couple's mobile phnes, where they can scan reviews using their consumer reports app, text friends and family for input and advice, ask friends on social media to weigh in on the purchase, and compare the retailer's prices against others.
        
        A virtual designer function on the retailers moblile app then allows then to preview and evaluate how the washer and dryer might look in their home.
        
        Mike uses his smartwatch to authenticate payment
        
        Once the washer and dryer is installed in their home, three weeks later the couple revieves a message from the retailer with offer for other appliances and home improvement services tailered toward first-year home owners and the cycle begins again
        
        Mike and linda's story demonstrate's the optimized cross-channel journey, and the power of real-time engagement which not only increases the convenience of the shopping experience exponentially by meeting the consumer with incentives to purchase at a several touchpoints along the customer journey, but it rapidly decreases the time it takes to search for, compare, choose, and purchase and item, big or small.
        
        The more advanced retailing technology becomes the more deliberate purchasing items will become, in turn reducing the time it takes to buy. Shoppers will develop shopping habbits that cater to their specific needs and with the help of technology the shopper journey might be reduced to 1- 3 steps at most. Consider Amazon's 1-click payment option, which allows users to associate a credit, debit, or Amazon store card with address' that a customer may ship to frequently so that orders can be placed with a single click of a button.
- - - - The optimal customer experience in 2018 boils down to touchpoints along the customer journey and reducing friction in the path to purchasing. Retailer's must be able to incorperate digital and phsyical touchpoints that work together yet also do what each touchpoint does best on its own. (https://www.forbes.com/sites/forrester/2017/11/16/why-2018-is-all-about-customer-experience-for-the-retail-industry/#627d9d4d7783)