Understanding your customers is surely one of the most important criteria for success for any retailer. But the fact is that many retailers simply don't know enough about their customers, who they are and what they want from their interactions with you. Furthermore, many retailers are not currently measuring how they are performing in relation to customer experience. This makes it almost impossible to effectively match the experience you provide in your stores with their expectations, meaning you could be disappointing them over and over again.
In tougher economic times, we must all compete harder to win our customers. This means understanding what they want, and delivering it in the most cost-effective, sustainable and manageable way.
Many organisations lack the necessary skills and resources to capture current and relevant information about their customer facing processes, giving you a false impression of how you are performing and the experience that your customers are receiving. But even those retailers who recognise the need for good quality data on customer behaviour are often collecting it in a piecemeal fashion or only from their customers' perspective and not measuring the organisation's performance, meaning there is no correlation between the operation and the customer.
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