Retail Business Systems Expert Lindsay Carpen Says Customer Experience Will Continue to Lag Unless Investment in Current Systems are Made

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In an enlightening podcast on retail thought leadership site WhatsNextRetail.com, Carpen asserts that customer experience still takes hits especially as retailers continue to grapple with integrating multiple sales channels

Lindsay Carpen

The key for retailers is to figure out how to make sure that it is still easy for customers to do business with you when you are operating many new sales channels.

Retail customer experience expert and Retail Practice Leader at Junction Solutions Lindsay Carpen addressed a wide range of topics on a new podcast on retail information site What’s Next Retail. On the podcast, Carpen lists numerous actions retailers should take to improve and optimize the customer experience.

Carpen said, “It depends on the type of retailer you are, but basically it centers on some very simple things. You want to be able to simplify the experience your customers are having with you and make it very easy to engage with you. For example, make it easy to get information or easy to finish transactions.”

Carpen said that over time, as selling channels start to merge, the complexity of transactions goes up significantly. The key for retailers is to figure out how to make sure that it is still easy for customers to do business with you when you are operating many new sales channels.

“Often this comes down to the systems you have in place, or, unfortunately, the lack thereof. For typical retailers, this is very difficult because store systems frequently do not talk to other systems. Not only that but the organizations themselves are usually isolated,” he said.

“Store people don’t talk to people that work on the Internet, for example. Until you have the complete of view of how the customer sees you and then you align yourself accordingly, it’s going to be extremely difficult to produce the optimum customer experience,” Carpen said.

On the podcast, Carpen discusses ways that retailers can overcome this and bridge the multiple channels to provide a much improved customer experience. An example of this is how retailers accept returns from customers, which is frequently a major area of discontent.

Lindsay Carpen is Director, Junction Solutions Retail Practice, and a contributor to What's Next Retail, a thought leadership site led by members of the Retail Industry Partner Community, a network of Microsoft Dynamics partners.

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