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BEST PRACTICES & STRATEGIES

• Carrying out the purchase: In times of online shops In every step of the customer journey, and at all
and e-commerce, customers expect to be able to touchpoints driven by it, a consistent "customer
immediately purchase items they have chosen. It is experience" must be provided, which means complete
therefore crucial that the buying process works information that can be accessed channel
smoothly: transactions must be quick and easy. A independently and in real-time around the clock. The
direct connection between platforms and social basis for this, as always in digital projects, is powerful
networks on the respective e-commerce sites creates hardware and infrastructure. In addition to
clear competitive advantages. Ideally, the online and performance and high availability, it is especially
offline worlds are seamlessly interconnected: if a important that the essential components are not
customer does not want to buy a product online, it locked up in silos. Otherwise, it's difficult to keep the
must be possible to continue shopping in a retail customer experience consistent across different
store. If this is networked with the online shop, the channels, such as the call center, online store, and
sellers know the history of the customer and can social media platforms.
suggest tailor-made or additional service offers.
Advanced customer journey solutions can leverage
• Integration of the service: A customer journey predictive analytics and artificial intelligence data to
integrates the fulfillment processes downstream of the predict probable customer behavior. Because of such
purchase into the process chain, because digitally analysis systems, it is also possible to anticipate
oriented customers do not accept delivery delays. customer needs in real time and to offer the customer
Self-services are again an important means of context-sensitive relevant suggestions. This ‘next-best
increasing customer loyalty while reducing costs. In -action’ marketing works both online via robots and
the case of service inquiries, automated solutions can supporting classic counseling sessions. ◊
be used that can support customers around the clock
based on Natural Language Processing (NLP), text By Daniela La Marca
analytics as well as predictive analytics. Of course,
the personal interaction with a consultant by chat or
phone must be possible and of course the complete
customer history must be well-known via CRM
system.

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