E-commerce leaders will discuss creating seamless customer experiences at the upcoming Interactive Customer Experience Summit being held in Charlotte, North Carolina next month.
In today’s fast-paced digital world, consumers demand seamless experiences across every touch point. Whether they’re grocery shopping, trying on shoes virtually, ordering dinner or managing their finances, frictionless interactions are paramount. To stay ahead, businesses must prioritize delivering exceptional customer journeys.
That’s the focus of a panel taking place at the Interactive Customer Experience Summit being held Sept. 9-11 at The Westin Charlotte in Charlotte, North Carolina. E-commerce experts and online retail leaders will share their insights and best practices on creating seamless customer experiences in a session titled “Delivering an Exceptional Shopping Experience.”
Participants include:
- Gary Garofalo, CEO of LoudCrowd.
- Tarun Jain, SVP, e-commerce and omnichannel at Walmart.
- Glenn Kurban, lead partner of U.S. Data & Analytics for Capco.
- Thayer Sylvester, CEO and co-founder of Carve Designs.
Early insight peek
When asked what the biggest mistake brands make when it comes to delivering an exceptional online experience, Garofalo said it’s trying to build too many options and journeys into the experience. That approach, he said in an email interview, can make it difficult for brands to succeed in the online market.
“Brands are a lot better off picking a few customer journeys and building a really clean, tailored experience around them,” he said. “Trying to build everything you’ve ever seen on a competitor’s site will overwhelm your customers.”
Still brands do plenty of things right, as is indicated in the billion-dollar delivery business.
Today’s successful brands and marketers are the ones leveraging deep customer insights using survey results, customer service feedback and digital/marketing analytics to drive highly desirable and targeted experiences for customers and prospects, according to Kurban.
“Related to the above but more difficult to get right is the aggregation and customer (360) data to create bespoke product and service offerings that are heavily segmentation driven,” he said in an email interview. “Your core understanding of a prospect/ customer’s buying patterns, wallet size, demographics, geography etc. drives what you present as an offering, how you do it and when. Everything else is just noise. Reduce the noise.”
Jain said Walmart is dedicated to serving a wide array of customer needs.
“Whether it’s stocking up on groceries, planning a vacation, or preparing for the college season, each customer mission is unique and important,” he said. “Our online shopping platform is designed to be a source of inspiration where customers can explore new ideas, complete their tasks and save valuable time. Our commitment is to consistently provide this experience, while also helping our customers save money and time.”
The panel talk is one nearly two dozen sessions during the ICX Summit, which is celebrating its eighth year. To register for the ICX Summit, click here.