Six Steps To A Customer Experience Strategy

A new decade has arrived. With it, a whole new set of trends are emerging. It is more important than ever for every type of businesses and brands to close the gap between your customer experience in-store and online. 

2020 is the year to think about your cross-channel customer experience strategy.

What is a cross-channel customer experience strategy? The term omni-channel is what most large scale enterprises refer to as a cross-channel customer experience. The motivation behind is for businesses and brands to deliver a seamless customer experience across a host of coordinated events that is tied to a customer’s interactions with a business or brand including online, in-store, social, mobile, kiosk, call center, events and more.

Steps To A Cross-Channel Customer Experience Strategy

In today's modern world, it is essential for brands to optimize a customer's experience in every engagement and ordering channel to grow customer loyalty.

With changing consumer behaviors and preferences, it is crucial for your business and brand to elevate your customer’s experience from a variety of coordinated touch-points and engagement starting at the point of discovery, awareness, conversion to turning them into a rabid fan or loyal customer. 

blog header: unified customer experiences to grow customer loyalty
A unified customer experience creates opportunities for brands to connect, engage and motivate consumers to make a purchase.

Choose A Cloud-Based POS Ecosystem

Before choosing a POS system for your physical storefront, it is essential to consider your short-term and long-term goals. Selecting your POS system based on credit card processing fee costs without taking a deeper look in how you intend to grow your audience and customer base is not a good foundation for growth.

A Cloud base POS ecosystems come with key functions that help ensure smooth operations and flow from day 1. 

Here are the key benefits:

  • Menu management and configuration. Is more efficient when you can create custom menu packages using your organization’s main menu without the need to re-organize the main menu itself. 
  • Inventory management and recipe costs. There are cloud pos systems that offer this level of management and service, instead of needing to use spreadsheets or a totally new system. Albeit larger brands, do use separate inventory management systems that funnel into their Cloud POS system.
  • Staff scheduling management and labor management costs. When you can manage and control all your costs, including labor in one system you are in a better position to optimize your ordering channels for profitability. 
  • Online ordering capabilities. Owning your online ordering experience has become a big differentiator for quick service and full-service restaurant brands. Instead of depending on third-party online ordering or delivery channels, that charge exorbitant fees, quick service retailers and restaurants are turning to cloud based pos systems with built-in online ordering capabilities and adding an in-house delivery fleet.
  • REST API Access. The biggest benefit for innovative businesses and brands is the access to a well-maintained, documented and supported REST API. Any cloud POS ecosystem that includes and offers transparent access to customer data, purchase history and other data from cost centers to the businesses who use them is a winner. This makes it easier for an innovative business and brand to partner with technologies that are superior in the areas of WiFi marketing, customer engagement, customer loyalty, analytics and AI, market basket analysis, revenue and profitability predictive analysis.

“With the proliferation of digital technology and different ways consumers consume content, the old linear approach to reaching and engaging a customer is no longer effective."

Jiyoon Han, co-Founder, Bean & Bean Coffee, New York City Tweet

Choose an eCommerce Platform With An Ecosystem

Similar to a cloud-based POS ecosystem, businesses and brands with an eCommerce strategy are better positioned to unify their customer experience with an eCommerce platform that is transparent with access to customer data and purchase history. 

When an eCommerce platform has a partner management and  ecosystem, it is a superior sign that you are on the right track! You’ll gain the same level benefits that will meet your short-term goals, while establishing the right foundation for your long-term growth and goals.

It all starts with your customer data

Gathering all your customer data from your different engagement and ordering channels unearths opportunities that are not visible to the naked eye. 

Here are some of the key benefits:

  • Gain a deep understanding of customer cohorts by demographic, purchase habits and engagement preferences.
  • Know which customer cohorts convert into your loyal customers.
  • Insight into customer interests and preferences.
  • Understand which product combinations from your menu are driving the most revenue and profitability.
  • Gain the ability to define your keystone products, which gives you the power to offer recommendations that surprise and delight. 
  • A clear view of profitable engagement and ordering channels. 
  • No more guesswork.

“Knowing which genre of films excites movie goers is extremely helpful in our programing. GoGoGuest easily personalizes our content and messaging with real customer insights."

Dennis Levasseur, General Manager, Nordica Theater Tweet

See what is possible.

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Invest in customer data management

A customer data management (CDM) is essential for brands and businesses who want to scale and grow.

Here are some key benefits:

  • Seamless access to customer data from your existing systems in real-time.
  • Organize and understand millions of relevant customer data in a matter of minutes
  • A CDM connected and integrated with an analytics and AI module, means you won’t need a separate analytics platform to find insights into your data. 

Understand your customers

Now that you have all your data in one place, it is time to analyze the information. This part of the workflow and process is called analytics. With GoGoGuest, analytics, market basket analysis and AI teams are empowered with the right tools to create and design unified customer experiences that are cross-channel.

Here are some key benefits:

  •  Marketing teams can better understand the most profitable customer journeys by channel, that drive conversions to a visit, a purchase or a repeat. 
  • Promotions and offers that activate customer cohorts to convert them into loyal customers.
  • Product bundles and up-sells that increase the average purchase order per visit.
  • Understand key demographics in existing stores for new site selection.

Cross-channel delivery platform

Invest in a cross-channel delivery platform or stack that can ingest the actionable insights and smart recommendations from your analytics and AI. 

This could mean, a brand with its  own customer facing mobile or web app should have the REST APIs to pull in data from your data and analytics stack. The same applies for brands that are relying independently on platforms for email marketing, SMS marketing and customer loyalty programs. 

Here are some key benefits:

  • Relieve your marketing team from manually downloading and uploading data from one platform to another. 
  • Seamlessly let your data and insights work for you.
  • Build automated workflow based on rules that apply to each customer cohort.
  • Focus on testing and iteration vs. guessing which path will provide optimal and profitable results.
GoGoGuest Cross-Channel Customer Engagement and Loyalty Platform for brands of all sizes

Next Steps

Don’t take our word for it. We encourage you to dive in and dig deeper. Have you read The Customer Engagement Playbook? Produced by the GoGoGuest team, it offers actionable next steps and best practices on how to implement these actionable full cycle marketing tips from creating awareness, customer engagement to growing customer loyalty that drive value.

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