Analyst Report: Enticing the Everywhere Customer: Steps and Solutions for Brand Managers

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Analysis

The battle for the omni-channel customer experience has become a war for an “everywhere customer,” who uses multiple devices and channels for shopping and expects brands to be everywhere. On average, Americans own four digital devices and users who interact across multiple devices or channels are substantially more likely to purchase than those who do not. Some brands, such as Disney, Macy’s, and Wells Fargo, are moving from awareness to action by rolling out technologies that allow them to service everywhere customers online as well as in-store. And the early adopters will be rewarded: everywhere customers spend an average of 15-to-30 percent more than their counterparts.

The majority of brands are still struggling to service the everywhere customer. Unfortunately for the laggards, customers will soon lack the patience for brands that don’t give them what they want, when they want it. It’s imperative that today’s brand managers, heads of customer experience, heads of digital experience, and customer service decision-makers understand the everywhere customer. This report profiles techniques market leaders are using and offers a list of five steps other brands can take to catch up.

Key findings in this report include:

  • The new “everywhere customers” use multiple devices during the course of a single transaction. They assume that brands will be available on any channel and will communicate between channels to provide a consistent, unified experience.
  • Disney, Macy’s, Wells Fargo, and other leading brands are rolling out technologies to provide unified “everywhere service” to customers onsite, via the web, and through phone apps.
  • Customer maturity is not an overnight phenomenon. Businesses can build toward everywhere customer service maturity by following five steps detailed in this report.

Thumbnail image courtesy of Erikona/iStock.

Table of Contents

  1. Summary
  2. Introduction
  3. Brands in Action
  4. 5 Steps to Meet the Everywhere Customer’s Needs
  5. Conclusion and Key Takeaways
  6. About David Deal
  7. About Gigaom Research

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