Britt's passion is uncovering the 'why' and building a customer-centric product strategy and governance to define and deploy the most impactful CX and digital transformation strategies.
In 2021, we will see a dip in customer satisfaction. Companies rushed to market with new digital solutions out of necessity and customers were satisfied with the initial products. However, as customers continue to use these tools, are store associates prepared to sustain the positive experience? To avoid a dip in customer satisfaction, brands must continue to enhance their initial contactless experiences to accommodate customers’ increasing preference for digital shopping. Mobile experiences will become tailored to a wider audience through increased adoption. One size doesn’t fit all. The Baby Boomer and the Gen Z user have significantly different usage patterns in a mobile app and UX and UI teams will need to take this into account as digital solutions become commonplace in the shopping experience. Making apps as intuitive as possible will satisfy a wider audience and increase satisfaction across generational groups. Change management needs to be a top priority. A lot of retailers rushed to market in response to COVID-19 to provide mobile experiences that prioritized safety and contactless interactions. Now brands are trying to balance speed to market and operational readiness. Many brands went full speed ahead without taking operations and associate investments into consideration. Through better employee training in 2021, brands can make sure their five-star app isn’t ruined by a disjointed in-person experience.28 April 2021
Evolving the experience over time so that it is personalized and anticipates the user's next need is a key component to mobile app success.28 April 2021
Personalization is not a one-size-fits-all approach. You really need to consider your business model, value proposition and customers before you create your strategy. Once those pieces are solidified, you can then begin to seek out the right tools and technologies needed to be successful. Stores can rush to market with a new technology to enable customer safety and convenience, but they shouldn't do so at the customer's expense. If your associates can't support this new expected experience, your customers won't be satisfied. It doesn't matter how great the technology is.28 April 2021