Close

Choose a country

United KingdomEnglish
South AfricaEnglish
IndiaEnglish
InternationalEnglish

Are connected customers becoming overwhelmed with information?

Blog
22nd March 2018

Information overload. We all know about that experience at work. The diary that is just too full of meetings. The emails that can only be answered if they are urgent, with the rest of them disappearing into a sea where they are never seen again.

But what about your customers. In general new technologies have been great for customers. They can read reviews, post reviews and comments, check prices, and generally access far more information about products before ever making a purchase, but are they sometimes becoming overloaded with choice?

It wouldn’t be a surprise. Think about your own experience at home. When you had to choose music or movies from what was physically in your living room then it was easy. With Spotify and Netflix you now have access to almost anything at anytime, and yet how many times have you sat there in front of the TV without a clue what to watch or listen to because there is just too much choice?

Retail Customer Experience (RCM) recently published a feature focused on this question and asking if retailers need to start signposting ideal routes to purchase, rather than just allowing customers to find their way through all the choices available. They noted that the average customer using a smartphone is exposed to over 5,000 messages from brands every day. With all this communication is it any wonder that sometimes they just want to be guided?

The RCM feature focuses on in-store merchandising, but I think this problem applies to all areas of retail. The connected customer has more access to information than ever before, but at the same time they sometimes value simplicity and time-saving over choice.

Smart retailers will use the information they have on customers past behaviour and preferences to always offer suggestions that cut through the choice and reflect the usual shopping habits. For instance, if a customer regularly buys French white wine from a specialist retailer then the next time they return, make a few recommendations (and deals) reflecting their usual preferences – don’t just bombard them with the same money-off offers that every customer sees.

I think this issue of information overload and the need to get smarter about using recommendations to cut through the noise will become increasingly important in the year ahead. Customers are more connected than ever, but without context more information is just data. Too much meaningless information can create frustration and that’s the last thing any retailer wants to give to a potential customer.

Do you agree that connected customers are becoming overwhelmed with information? Let me know what you think by leaving a comment here or get in touch via my LinkedIn.


Leave a Reply

Your email address will not be published.Required fields are marked *


Helen Murray
Article by: Helen Murray

News & Insights

Recommended for you
Solution Designer
Service Provider
Technology Enabler
Blog
2019: Thought’s on what’s in store

What’s Ahead for CX in 2019? David Turner recently outlined his thoughts on 2018, in particular the recent highlights for Webhelp and some of his ideas on the road ahead for customer experience in 2019. I also want to look ahead to 2019, but taking a slightly different angle to the usual ‘top trends to look out for’ as featured in many business journals. At present, most of the...

News
Webhelp and SKY make it a hat trick of awards

London, UK, 30/11/2018 Global customer experience expert, Webhelp, and leading telecommunications provider, Sky, were celebrating again after taking home the award for Best Outsourced Contact Centre at the European Contact Centre and Customer Service Awards, which took place in London on 27th...

News
WEBHELP AND VODAFONE UK WIN ‘EXCELLENCE IN BUSINESS OUTSOURCING COLLABORATION’ AWARD AT 2018 CCA AWARDS

London, UK, 29/11/2018 Global customer experience expert, Webhelp, and leading telecommunication company, Vodafone UK, scooped up the award for Excellence in Business Outsourcing Collaboration at the CCA Excellence Awards, held at the Hilton in Glasgow, Nov 15th. Having successfully worked...

Whitepaper
B2B Marketplaces are blossoming

Following our publication last year of " The Spring of B2B Marketplaces ": it is time to look back and to answer these questions: has there been some movement in the market? Have B2B players evolved in their marketplace business models? Is launching a new market observatory worthwhile? The answers...

Case Studies
Webhelp People Analytics

...

×

Webhelp Cookies Preference Centre

Strictly Necessary Cookies
The website requires the use of cookies for essential functional requirements and these are outlined in the cookies policy.

Enhanced Functional Cookies
Some features of this website use services provided by third parties websites. These features use cookies to implement their services on this website and may collect data about your visit to help them optimize their functionality. The Webhelp cookies policy outlines the cookies used by these services.

We have links to social networking such as Twitter, Facebook and LinkedIn.
These websites are third party sites. We do not place cookies on their behalf, and do not have control over the way they collect or use your data.
We encourage you to read more about their policies:
Twitter
LinkedIn
Facebook