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All Power to the Customer?

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Intro – All Power to the Customer?

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In this ultra-modern environment, the “ding dong” of the doorbell sounds almost like the ghost of a long-forgotten past. The “ding dong” rings through the immense space as customers enter the world’s first 24-hour Würth store, which opened in the business district of Vöhringen last spring. The bell continues to sound at night, because this shopper’s paradise for tradespeople remains open even then. The shelves of dowels, screws and tools are illuminated brightly even at night, and music emanates from the loudspeakers just the same as in normal business hours. The only thing missing is the sellers. Just then the glass doors open, iniciated by the customer scanning a unique QR code. A display in the entrance area greets the authorized customer by name. A talking, flashing tunnel scanner then scans and logs the products that have been purchased and prints out a delivery note at the end of the transaction.
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Thousands of Touchpoints – The Multichannel Brand Experience

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The customer journey is changing. What was once a relatively rigid process for customers, with a clear series of brand touchpoints, is developing into a multifaceted system with exponentially greater opportunities for interaction, purchasing and brand experiences.

Today’s customers utilize multiple channels. They research their purchases not only online but also in store. They place orders via the Internet or using Alexa but, again, also shop in store. Moreover, they want to be able to use all of the physical and digital purchasing methods – anytime and anywhere.

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Stefan Schneid, branch manager at Würth

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The Fusion of Online and Offline Solutions

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Matthias Gouthier, Professor of Marketing and Electronic Services and Director of the Center for Service Excellence (CSE) at the University of Koblenz, agrees: “The fusion of online and offline solutions has massive implications, not only for the customer experience and customer perception but also for how businesses will need to respond to these factors in the future. Going forward, the goal will be to find the best possible way to link these aspects.”
  
This process of interconnecting all the touchpoints throughout the customer journey opens up a wealth of opportunities, yet a multichannel approach also means “that customer loyalty is no longer as unshakeable as it once was,” notes Peter Caracciolo, Customer Experience and Future Automotive Retail specialist at MHP. “Businesses have to rethink their strategy. The challenge will be to create a consistent brand experience that makes customers feel comfortable – across all the different channels and throughout the customer journey.”
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Stefan Schneid, branch manager at Würth

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A Journey Without a Destination – And Without Limits

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Experience and Convenience

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Customer Data – The Digital Lubricant

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Customizing XXL

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Know Your Customers Better Than They Know Themselves

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“We know what customers will buy and when, before they even know it themselves.” The predictions can also be used to analyze the behavior of existing customers. Data analysis provides an accurate picture of the revenue that can be achieved within a defined period from a specific customer, and from which product range. These customer value predictions make it possible to create perfectly tailored sales campaigns. “Potential customers might be sent the complete catalog at home as a result,” explains Dastani. “But for other customers you may decide to not effectively waste the paper.”

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Stefan Schneid, branch manager at Würth

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So Who ‘Owns’ the Customer of the Future?

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Predictive Analytics Will Become the Norm

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The Limits of Big Data

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Human Interaction Must Remain a Priority

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Hyper-Personalization – It’s All about the Customer

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And this isn’t getting any easier because customer expectations are continuously increasing and customers now tend to be less loyal to a single brand.” What’s more, this strategy gives customers a voice in a way they have not experienced before. “Customers already expect relevant and consistent communication today,” says Dr. Robert Marek, who heads MHP’s Customer Experience division. “Adopting a personalized approach will become even more important in the future.”
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Porsche USA is also using customer data to provide an increasingly personalized customer journey. At a total of 40 US Porsche dealerships customers can visualize the new Panamera and how it would look parked in front of their home, using a VR Headset, after they have previously submitted appropriate photos of their home to the consultant. “We will see shops being optimized to create a true experience,” explains Peter Caracciolo. Future Retail specialist at MHP. “Salespeople will become advisers with in-depth knowledge of customers and their needs.” The challenge, says Caracciolo, will be to use this knowledge “wisely, effectively and with integrity” in order to create a personalized customer experience that truly delights the customer. That’s what it will all be about in the future: “The real mission is to delight customers,” says MHP expert Dr. Robert Marek. “And that can be achieved by exceeding a customer’s expectations.”
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