Most retailers assume customer experience is primarily an aesthetic concept and more about how stores and websites look and feel. Hence, you’ll very often see customer experience design projects begin with retailers updating or changing brand visuals. Other retailers assume that customer experience simply means better, friendlier or more personalized service. The disappointment sets in when all these sorts of investments produce little in the way of marked improvement, either in enhanced customer satisfaction, improved foot traffic or sales. This is because they haven’t really designed a new customer experience at all. They’ve just put fresh icing on the same stale cake.
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RETAIL PROPHET 2/17/2017