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What is Customer Centric Commerce?

Andrew Kamphuisclock 2 min

Feb 14, 2018

Customer centric commerce is about creating a positive customer experience to drive repeat business, customer loyalty and profits. To over simplify it, it's about delivering the optimal experience so that we can get the second order from a customer.

Being customer centric is more than just offering good service. It's about offering a great experience from the awareness stage, through the purchasing process, and the post-purchase process. It's about putting the customer first and at the core of the business.

That last paragraph started to sound like a sound bite and blah, blah, blah. So let's take it closer to home.

Anyone who has heard Paul Mabray talk has heard is quote that in the world of infinite wine the only differentiator is service.

For me as a software developer this graphic from Google really hit home for me.

What if we had that same commitment to our customer that Zappos, or Apple, or even Google had to their customer. If a user can't figure out how to signup for a club it's our fault. If a user can't figure out how to change the delivery date options it's our fault. If a user can't figure out our pricing and benefits its our fault. If a user can't figure out our shipping and compliance issues, it's our fault. If a user loses their shopping cart because of a session timeout it's our fault.

I don't have any scientific data but if I had to determine why a customer buys at a winery or brewery - I would sum it up as 10% price, 35% product, and 55% experience.

“10% Price. 35% Product. 55% Experience.”

The experience that we deliver today matters. It goes beyond the tasting room or brewery. It needs to carry through online. Customers are increasing their expectations. The customer is increasingly digital and can easily click off the web.

Customer centric commerce is the future of online retail!


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