As part of an ongoing series, Rosetta asked its top thought leaders about what customers expect from brands in 2015 and how those expectations have changed. In this first installment, our executives discuss the need for seamless integration across all channels—physical and digital.
Eric Healy, Chief Executive Officer
We’ve always known that consumers are in control. Today, consumer expectationsare heightening with respect to more tangible aspects of their experiences. They expect seamless online ordering with the option to return to store; flawless order accuracy; recommendations based on past visits/sessions; value in exchange for opt-in information; and they have lower thresholds for tolerance around what constitutes fast, easy and friendly customer care.
“Consumer expectations are heightening with respect to more tangible aspects of their experiences.”
— Eric Healy, Chief Executive Officer
The consumer’s connected journey is becoming increasingly complex for brands and that is impacting the enterprise where it matters. Enterprise legacy systems are feeling the pressure of modern day, cross-channel commerce. Successful brands of tomorrow are beginning to address the need for sophisticated order management; omni-channel fulfillment; tools and frameworks for deeper levels of customer engagement; robust data, analysis, reporting and optimization capabilities to reduce costs and improve organizational efficiencies; as well as counsel around change management, governance and operational state of readiness required for a truly enabled view of the customer.
Shawn Cornelius, Senior Vice President, Technology
Customers now insist that brands are not just easy to do business with, but exceptionally easy to do business with. “Always On” isn’t an advantage anymore, it’s now the base expectation. Customers want to interact with brands through whatever channel they like, whenever they like and however they like.
“‘Always On’ isn’t an advantage anymore, it’s now the base expectation.”
— Shawn Conrnelius, SVP, Technology
What used to be acceptable technical performance in the online channel is now simply inadequate—websites need to be faster, transactions need to require fewer clicks and experiences need to be extremely intuitive across any device. In addition, customers are demanding more and more ability to self-serve for anything and everything they need to do, at any time of day.
Steve Gatto, Partner, Rosetta East
Consumers…we’re a tough bunch. We’ve developed a relentless expectation around our continued engagement with brands. Fed by the world regularly touting the latest devices (Amazon Dash button, anyone?), technologies (the Internet of Things), and ways for us as people to interact (think connected car and home), customers see the types of immersive experiences that are now possible.
“The further blending of the physical and digital worlds… is in some ways expected.”
— Steve Gatto, Partner, Rosetta East
The further blending of the physical and the digital worlds (coined by some colleagues recently as the “phygital” journey—a digital experience in a physical space) is in some ways expected. And when done right, brands are certainly rewarded with greater engagement, unfettered loyalty and consumers as stewards of the brand.
Kavita Basdeo, Director, Solution Architecture
In the past year, customer expectations have centered on a better connection between the online and in-store channels.
“Customer expectations have centered on a better connection between the online and in-store channels.”
— Kavita Basdeo, Director, Solution Architecture
It’s not just the desire to “purchase online, pick up in store,” but the need for seamless, connected experiences when purchasing online and then taking into a store for service (return, exchange, etc.). Brands that don’t provide this effortless experience will quickly hear from frustrated customers who may not wait for them to fix the disconnect.
For more facts and figures on the value of Customer Engagement, download the Rosetta Consulting white papers: