Why it’s crucial for retailers to understand in-store behavior
91% of retail activity still takes place inside stores, yet much of the attention on customer experience innovation has been focused on how to...
As a business we made a conscious decision to put our client’s needs first, ahead of our own requirements.
We took a good look at how we could add value to our clients, how we could benefit them. With the benefit of the data our Insight team had captured and analysed, we consequently decided to invest in systems and methodology designed to reduce call volumes.
Now many might perceive that as commercial suicide, because predictably we then had a reduction in call centre revenues, except that we can categorically prove that it works. Its part of our DNA now, we have proved that by actually reducing contact volume, it fundamentally benefits our clients in the long-term.
The reduction in revenues to us, through lower demand, actually represented savings to our clients which was delivered on top of improved customer satisfaction. This meant we subsequently delivered a better service at a lower cost to serve which was exactly what our clients wanted.
Although it required vision, confidence, financial commitment and investment, putting our clients first actually led to us achieving strong financial growth that allows us in turn to reinvest in our most invaluable component, our employees, who are the vanguard of our company and vital in continuing to deliver their outstanding customer service for our clients.
In choosing to expand our thinking beyond our traditional remit, we have aligned our financial strategy with the main business aims. This synergy may seem obvious, but operationally many financial departments simply don’t look beyond the balance sheet and realise that its not all about cost savings – it‘s about focusing on our core value creators for our clients.
We have the hard facts and figures to prove this business model works for our clients, and the growth of our business is evidence that it works for us too. Our primary focus will continue to be the delivery of value to our clients through increasing revenue, reducing cost, improving customer retention and building customer advocacy.